This article focuses on how the human body and body parts such as the legs, abdomen, and torso are conceptualized in Spanish director Pedro Almodóvar's films. The comparative analysis follows a qualitative methodology in which instances of the use of body parts are analyzed within their multimodal, sociocultural, and cinematic contexts. Through camera work and mise-en-scène, the actors' bodies and bodily functions are mapped onto complex cultural, social, and filmic targets within the narrative structure. Ultimately, the author shows how artistic (...) creativity is an activity whose purpose is a reembodiment of the emotion by visual and physical alteration. The new body is an environment onto which traditional views of the body based on folk theories are mapped, and body parts and functions are metonymically highlighted. (shrink)

The article develops and justifies, on the basis of the epistemological argumentation theory, two central pieces of the theory of evaluative argumentation interpretation: 1. criteria for recognizing argument types and 2. rules for adding reasons to create ideal arguments. Ad 1: The criteria for identifying argument types are a selection of essential elements from the definitions of the respective argument types. Ad 2: After presenting the general principles for adding reasons (benevolence, authenticity, immanence, optimization), heuristics are proposed for finding missing (...) reasons, for deductive arguments, e.g., semantic tableaux are suggested. (shrink)

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)

TThis paper aims to evidence the inherently metonymic nature of co-speech gestures. Arguing that motivation in gesture involves iconicity (similarity), indexicality (contiguity), and habit (conventionality) to varying degrees, it demonstrates how a set of metonymic principles may lend a certain systematicity to experientially grounded processes of gestural abstraction and enaction. Introducing visuo-kinetic signs as an umbrella term for co-speech gestures and signed languages, the paper shows how a frame-based approach to gesture may integrate different cognitive/functional linguistic and semiotic accounts of (...) metonymy (e.g., experiential domains, frame metonymy, contiguity, and pragmatic inferencing). The guiding assumption is that gestures metonymically profile deeply embodied, routinized aspects of familiar scenes, that is, the motivating context of frames. The discussion shows how gestures may evoke frame structures exhibiting varying degrees of groundedness, complexity, and schematicity: basic physical action and object frames; more complex frames; and highly abstract, complex frame structures. It thereby provides gestural evidence for the idea that metonymy is more basic and more directly experientially grounded than metaphor and thus often feeds into correlated metaphoric processes. Furthermore, the paper offers some initial insights into how metonymy also seems to induce the emergence of schematic patterns in gesture which may result from action-based and discourse-driven processes of habituation and conventionalization. It exemplifies how these forces may engender grammaticalization of a basic physical action into a gestural marker that shows strong metonymic form reduction, decreased transitivity, and interacting pragmatic functions. Finally, addressing basic metonymic operations in signed lexemes elucidates certain similarities regarding sign constitution in gesture and sign. English and German multimodal discourse data as well as German Sign Language (DGS) are drawn upon to illustrate the theoretical points of the paper. Overall, this paper presents a unified account of metonymy’s role in underpinning forms, functions, and patterns in visuo-kinetic signs. (shrink)

In this article, based on a critical metaphor analysis, we identify and describe multimodal metaphors involving the human body and its conceptualizations in five auteur films of the 2010s. Studies on the human body in cinema have documented how it changes according to underlying ideologies. Our research focuses on the role of image schemas and metaphors as they embody meanings and sociocultural paradigms. Metaphors also frame how the body is conceptualized according to dominating ideological practices such as (a) commodification, (b) (...) the integration between artificial and organic, (c) dissatisfaction, (d) dynamics of beautification and idealization, and (e) politicization of the human body. We show how metaphors are creative tools to reframe meanings and representations of the body and how the body is a construct refashioned within the cinematic discourses of these films. (shrink)

The role of figurative languages such as metaphor and metonymy in creativity has been studied in cognitive linguistics. These methods can also be applied to analyze non-linguistic data such as pictures and gestures. In this paper we analyze fashion design by focusing on visual metaphor and metonymy. The nature of creativity in fashion design is not fully studied from a cognitive perspective compared to other related fields such as art. We especially focus on the aspect of fashion design as a (...) communication tool between the designer and the audience to convey designer’s image of human. Photos from two fashion shows are analyzed. We carried out an experiment to compare how human images in two shows are interpreted by those who are familiar with fashion and those who are not. We got three results: (1) As far as figurative (metaphorical and metonymic) interpretations of human image are concerned, two groups with different familiarity to fashion have significantly different patterns of responses to two shows. (2) For non-figurative interpretations (such as physical or personal attributes), no significant difference in the pattern of response to the show was observed between two groups. The participants as a whole, however, responded to the two shows differently. (3) In addition for non-figurative interpretation, fashion experts found significantly more attributes in human images than the others. The results show that the analysis of figurative interpreations is effective in seeing how the familiarity to fashion affects the mode of seeing fashion shows. (shrink)

Research on metaphor has over the past decades increasingly been extended to its visual and multimodal varieties. While analysts of verbal metaphors are helped by the fact that languages have grammars and vocabularies, researchers of visual and multimodal metaphors need to rely on other methods for identification and interpretation. One approach that claims to have developed a robust method for analyzing metaphor in moving images is FILMIP, which has hitherto focused on the specific genre of commercials. In this paper it (...) is argued that there are serious problems with FILMIP. First, the theoretical basis of FILMIP and two empirical studies drawing on it are discussed. Subsequently, its limited use for analyzing metaphors in the genre of feature films is demonstrated on the basis of four case studies. The paper ends with sketching some general advice pertaining to researching metaphor in film, and provides a cautious alternative to FILMIP. (shrink)

Religious symbols are often treated as mysterious, and even magical, links between the visible and the invisible worlds. They also lie in the nature of Christianity: they are present in its languag...