{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,16]],"date-time":"2026-01-16T11:44:45Z","timestamp":1768563885297,"version":"3.49.0"},"publisher-location":"Amsterdam","reference-count":32,"publisher":"John Benjamins Publishing Company","isbn-type":[{"value":"9789027256676","type":"print"},{"value":"9789027267221","type":"electronic"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2016,3,31]]},"abstract":"<jats:p>The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.<\/jats:p>","DOI":"10.1075\/pbns.262.06hid","type":"book-chapter","created":{"date-parts":[[2016,3,14]],"date-time":"2016-03-14T12:49:17Z","timestamp":1457959757000},"page":"137-158","source":"Crossref","is-referenced-by-count":5,"title":["Multimodal metaphor, narrativity and creativity in TV cosmetics ads"],"prefix":"10.1075","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6894-9103","authenticated-orcid":true,"given":"Laura","family":"Hidalgo-Downing","sequence":"first","affiliation":[{"name":"University Aut\u00f3noma de Madrid"},{"name":"University Aut\u00f3noma de Madrid"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Maria-\u00c1ngeles","family":"Mart\u00ednez","sequence":"additional","affiliation":[{"name":"University Complutense de Madrid"},{"name":"University Complutense de Madrid"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Blanca","family":"Kraljevic Mujic","sequence":"additional","affiliation":[{"name":"University Rey Juan Carlos"},{"name":"University Rey Juan Carlos"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1757","published-online":{"date-parts":[[2016,3,14]]},"reference":[{"key":"pbns.262.06hid-CIT0001","first-page":"65","article-title":"Closure","volume-title":"The Routledge Encyclopedia of Narrative Theory","author":"Abbott","year":"2005"},{"key":"pbns.262.06hid-CIT0002","doi-asserted-by":"publisher","DOI":"10.1017\/CCOL0521856965.003"},{"issue":"2","key":"pbns.262.06hid-CIT0003","first-page":"31","article-title":"Exploring the Combination of Language, Images and Sound in the Metaphors of TV Commercials","volume":"36","author":"Caballero","year":"2014","journal-title":"Atlantis"},{"key":"pbns.262.06hid-CIT0005","doi-asserted-by":"publisher","DOI":"10.4324\/9780203468401"},{"key":"pbns.262.06hid-CIT0006","doi-asserted-by":"crossref","DOI":"10.4324\/9780203978153","volume-title":"The Discourse of Advertising","author":"Cook","year":"2001"},{"key":"pbns.262.06hid-CIT0007","doi-asserted-by":"crossref","DOI":"10.4324\/9780203882887","volume-title":"An Introduction to Narratology","author":"Fludernik","year":"2009"},{"key":"pbns.262.06hid-CIT0008","doi-asserted-by":"publisher","DOI":"10.4324\/9780203272305"},{"key":"pbns.262.06hid-CIT0009","doi-asserted-by":"publisher","DOI":"10.1515\/9783110215366"},{"key":"pbns.262.06hid-CIT0010","first-page":"113","article-title":"Creativity in Pictorial and Multimodal Advertising.\u201d","volume-title":"Discourse and Creativity","author":"Forceville","year":"2012"},{"key":"pbns.262.06hid-CIT0011","doi-asserted-by":"publisher","DOI":"10.1515\/9783110215366"},{"key":"pbns.262.06hid-CIT0012","first-page":"160","article-title":"The good is light and bad is dark metaphors in feature films","volume-title":"Metaphorical Creativity Across Modes. 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