Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the (...) multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions. (shrink)

The Covid-19 pandemic has had a great impact on the life of every inhabitant of the planet. During 2020 and 2021 a significant amount of work on how the pandemic is being conceptualized and communicated has been done. Most work has focused on the role of metaphor in the construal of specific cognitive frames. In this paper, we turn to a similar but different conceptualization mechanism, i.e. simile. Drawing from recent socio-cognitive and discursive empirical approaches to similes, this paper focuses (...) on “target is like source” constructions in English and Spanish containing (corona)virus either as target or source of the simile. The analysis is based on 200 examples found in the digital media during the first wave of the pandemic in 2020. First, the constructions, conceptualizations and mappings are analyzed. Second, the relevant discourse features (genre type, relation to subjectivity, text location and structuring properties) are described. Finally, the cross-linguistic English-Spanish analysis shows that, despite the many coincidences in both datasets, there are different tendencies as for the use of culture-specific mappings and the genres where the similes occur in. The study aims at testing to what extent the general features characterizing similes also hold in the case of (corona)virus, both as source and as target. The corpus analysis contributes, in addition, to the emerging line of research on the use of figuration in the communication of the pandemic, as well as to the study of the discursive dimensions of similes in real settings. (shrink)

When athletes make significant plays in sporting competitions, such as scoring a goal in soccer, a touchdown in American football, they often immediately express their joy by performing some bodily action for others to see and understand. Many sports celebrations are staged pantomimes that express metaphorical meanings as a part of athletes’ pretending to perform certain source-path-goal sequences of action from other competitive events. This article examines the possible metaphoricity in different sports celebrations and whether casual observers may understand these (...) actions as conveying metaphorical messages. Studies 1 and 3 present analyses of some of the important, possibly metaphorical, characteristics of a corpus of sports celebrations, both those that are performed by individual athletes (Study 1) and those where several athletes jointly enact some celebratory action (Study 3). Studies 2 (individual athletes) and 4 (group performances) investigated whether casual spectators interpret some celebrations as conveying metaphorical messages beyond simply expressing an athlete’s positive emotions. These studies demonstrate that many sports celebrations express metaphorical meanings where athletes provide bodily commentary on the significance of what they have just accomplished. (shrink)

This article presents an exploratory analysis of the metaphoric structure of five artistic paintings within “Think aloud” protocols, in which a group of 14 English speakers with a low self-rated level of expertise in art and history of art expertise were asked to verbalize all their thoughts, ideas and impressions of the artworks. The main findings of this study can be summarized as follows: (1) multiple interpretations for the same artwork are possible, (2) the interpretations of the metaphorical structures described (...) by the participants often diverge from those advanced by the researchers. These findings challenge the methods by which metaphor identification and analysis in pictorials is currently approached. As a matter of fact, most of the research in pictorial metaphors tends to reduce stimuli such as artistic paintings to unique metaphoric interpretations generally produced by a single researcher by means of introspection. By addressing this methodological problem in metaphor research, this article contributes to the development of a theoretical and operational participant-based framework that takes into account the role of metaphoric conceptualization within the domain of art and art cognition. (shrink)

Metaphor has been considered as a cognitive process, independent of the verbal versus visual mode, through which an unknown conceptual domain is understood in terms of another known conceptual domain. Metaphor might instead be viewed as a cognitive process, dependent on the mode, which leads to genuinely new knowledge via ignorance. First, I argue that there are two main senses of ignorance at stake when we understand a metaphor: we ignore some existing properties of the known domain in the sense (...) that we disregard or neglect them; we ignore some “non-existing” properties of the known domain in the sense that they are not a piece of information belonging to the known domain, but emerge in metaphor interpretation. Secondly, I consider a metaphor as a reasoning device, guiding the interpreters along a path of inferences to a conclusion, which attributes to the target some properties of the source. In this path, interpreters might discover the ignored existing properties of the known domain and/or recover the “non-existing” properties, inferring or imagining the missing piece of information. Finally, I argue that, especially in visual metaphors, this process is guided by a “sentiment of rationality”, tracking a disruption of existing familiar conceptualisations of objects and/or actions and a recovery of ignored properties. (shrink)

This article adopts an ecological view of cognition to analyze the role of the environment in scaffolding metaphorical experience. Using ethnographic material collected from two real estate showrooms in China, we describe how each showroom setting is equipped with to-be-phenomenologically-experienced objects designed to stimulate desirable sensorimotor experiences and altered bodily states during the guided showroom tours. By analyzing the qualities of such settings and identifying the processes through which visitors become environmentally coupled—including active and passive touch in highly organized auditory, (...) olfactory, and gustatory environs—we demonstrate how the showrooms constitute an affordance space for enacting metaphoricity through doubleness in experience. Implications for conceptual metaphor theory relating to the nature of environments and bodies are discussed. (shrink)