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 study proposes a multimodal fusion model to account for the cognitive mechanisms involving 56 political cartoons with regard to U.S. beef import issues as reported in two dominant Taiwanese newspapers, the Liberty Times and United Daily News. Specifically, this study claims that multimodal fusion model evolves from two metonymic-metaphoric networks, i.e., related metonymic network and diversified metaphoric network, and combines the conceptual, visual, and verbal modes. Our analysis demonstrates that multimodal fusion is a significant and recurrent representation technique in (...) the genre of political cartoon and has the cognitive function of encapsulating the abstract complex political debates efficiently with irony and humorous effect. Furthermore, our analysis shows the important role of metonymy and demonstrates how metonymies and metaphors are interwoven in the process of multimodal fusion, which underlies the metaphorical mappings of conceptual scenarios related to “POLITICS IS.. (shrink)

On dit depuis longtemps que l'image visuelle est un langage. Mais ne s'agit-il là que d'un slogan? Ce langage a-t-il des mots? A-t-il une syntaxe? S'écrit-il? Se subdivise-t-il en langues? Permet-il ce jeu sur les formes et le sens qu'on appelle rhétorique? C'est ce qu'on ne savait guère jusqu'ici.

When people speak, their words never fully encode what they mean, and the context is always compatible with a variety of interpretations. How can comprehension ever be achieved? Wilson and Sperber argue that comprehension is an inference process guided by precise expectations of relevance. What are the relations between the linguistically encoded meanings studied in semantics and the thoughts that humans are capable of entertaining and conveying? How should we analyse literal meaning, approximations, metaphors and ironies? Is the ability to (...) understand speakers' meanings rooted in a more general human ability to understand other minds? How do these abilities interact in evolution and in cognitive development? MEANING AND RELEVANCE sets out to answer these and other questions, enriching and updating relevance theory and exploring its implications for linguistics, philosophy, cognitive science and literary studies. (shrink)

The inventive, argumentative and stylistic possibilities generated by figures in general and the figure antithesis in particular are explored by Jeanne Fahnestock in the field of science. These ideas on the possibilities of antithesis are developed in the analysis of some cases of this figure in the media. This paper explores how antithesis can consist of textual and visual elements, and how various sorts and degrees of opposition are constructed in the figure.

The growing influence of the visual media in contemporary society is quite alarming; hence, learning to explicate them is inevitable. This is a paradigm shift from verbal argumentation to visual argumentation. The aim of this article is to contribute to the understanding of visual analysis and visual literacy, a part of discourse analysis. Visuals employ a number of rhetorical devices; however, understanding the effectiveness of these devices is still a challenge. Adopting Visual Argumentation Theory, the article analyzes argumentation in cartoons (...) on the post-election violence that rocked Kenya in 2007/2008. From the analyses, it is concluded that visuals can argue as simply and forcefully as their verbal counterparts. The blending of caricature and portraiture makes them even more explicit as portraiture denotes the characters so that we can recognize who they are; caricature ridicules them, analogy attributes actions to them in a satirical or sarcastic way, and cultural memory is needed to access the reference to the analogies. Visuals are designed to make the reader think not only about the event or the people being portrayed but also about the message being communicated. This means visuals have the ability to stretch the truth beyond caricature or mere amusement. (shrink)