Verbo-pictorial metaphor in French advertising. Issue 2 (July 2014)

• Record Type: Journal Article
• Authors: ALOUSQUE, ISABEL NEGRO
• Is Part Of: Journal of French language studies. Volume 24:Issue 2(2014)
• Page Start: 155
• Page End: 180
• Publication Date: 2014-07
• Subjects: French language -- Periodicals; 440.5
• DOI: 10.1017/S0959269513000045
• Languages: English
• ISSNs: 0959-2695

Abstract

<abstract abstract-type="normal"> <title>ABSTRACT</title> <p>In the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006; Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994, 1996) and multimodal metaphor (Forceville, 2007, 2008, 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads. Starting from the claim that adverts serve a persuasive purpose, it will be argued that multimodal metaphor contributes to that purpose. The paper addresses three issues: a) how multimodal metaphors are manifested in the French advertisements; b) how image and text interact in a concrete type of multimodal metaphor in French print advertisements, namely verbo-pictorial metaphor; c) how verbo-pictorial metaphor performs a pragmatic function in advertising.</p> </abstract>