Multimodal metaphor and metonymy in advertising

• Verfasst von: Pérez Sobrino, Paula [VerfasserIn]
• Titel: Multimodal metaphor and metonymy in advertising
• Verf.angabe: Paula Pérez Sobrino, Universidad Politécnica of Madrid
• Verlagsort: Amsterdam ; Philadelphia
• Verlag: John Benjamins Publishing Company
• E-Jahr: 2017
• Jahr: [2017]
• Umfang: VII, 232 Seiten
• Illustrationen: Illustrationen
• Gesamttitel/Reihe: Figurative thought and language (FTL) ; Volume 2
• Fussnoten: Includes bibliographical references and index
• ISBN: 978-90-272-0986-3
• Schlagwörter: (s)Werbesprache / (s)Bildersprache / (s)Multimodalität
• Sprache: eng
• Bibliogr. Hinweis: Erscheint auch als : Online-Ausgabe: Pérez Sobrino, Paula: Multimodal metaphor and metonymy in advertising. - Amsterdam, [Netherlands] ; : John Benjamins Publishing Company, 2017. - 1 online resource (233 pages)
• RVK-Notation: EC 3765
• K10plus-PPN: 1002476666

Abstract

Scope of and need for this book -- Theoretical models to explore multimodal meaning -- An integrated approach to the study of multimodal metaphor and metonymy -- Facing methodological challenges -- Metonymy and metonymic complexes -- Metaphor and metaphoric complexes -- Figurative complexes in advertising: a corpus-based account -- A cross-cultural investigation into the comprehension of multimodal -- Metaphor-metonymy combinations in advertising -- Closing notes