Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized.

This article examines the structure and processing of editorial cartoons appropriating Joe Rosenthal's famous Iwo Jima photograph in view of the theory of conceptual blending (Fauconnier & Turner, 2002 Fauconnier, G. and Turner, M. 2002. The way we think: Conceptual blending and the mind's hidden complexities, New York,, NY: Basic Books. [Google Scholar]). The main claim argued is that Blending theory accounts for complex processes of meaning constructing provoked by editorial cartoons that invoke several conceptual domains to define and evaluate (...) their topic, Iwo Jima cartoons being cases in point. The second section introduces the relevant aspects of Blending theory: mental spaces and types of blending networks. The third section addresses the Iwo Jima image as one particular input space; a moral criterion to which the selected sociopolitical topic of the cartoon is compared and judged. The fourth section isolates four types of graphic operations blending the Iwo Jima image with topical entities. The fifth section demonstrates how various kinds of blends give rise to either positive or negative evaluations. The final section argues that the study's scope of application extends to any kind of multi-domain cartoon, not just those addressed in this article. (shrink)

This paper is a cognitive semantic analysis of a CCTV educational commercial, which is one of a series designed and produced in preparation for, and in celebration of, the Beijing 2008 Olympic Games. Called the “Beijing Opera Episode”, this TV commercial converges on the theme: “To mount the stage of the world, and to put on a show of China”. That is, China sees her hosting of the 2008 Olympics by Beijing as a great opportunity for her to step onto (...) the international stage to perform a show of China. This theme, which alludes to China's globalization and retention of cultural identity, is conceptualized and expressed in terms of a central metaphor of theatrical performance: hosting the beijing olympics is performing beijing opera on an international stage. This study first analyzes in detail how this central metaphor is manifested multimodally through visual and aural as well as verbal discourse, thus examining it as a multimodal metaphor. The study then applies a decompositional approach, based on the distinction between primary and complex metaphors, to analyzing the central metaphor as a metaphorical compound with its internal structures and components, which is nevertheless built on a more general cognitive foundation. The study also offers a linguistic perspective on a cultural model underlying the central metaphor, which is arguably a Chinese cultural model for understanding various aspects and events of life in general. At the core of this cultural model is the widespread life is a stage metaphor, which however has a specific manifestation within the Chinese cultural context. (shrink)