none 10.1075/pbns.262.06hid John Benjamins Publishing Company John Benjamins Publishing Company 1757 81150065 2096321 1420619 202412102156000036 10.1075 2024-12-10T16:01:43Z 2016-03-14T08:49:17Z 5 0922-842X 10.1075/pbns https://benjamins.com/catalog/pbns Manuela Romano Universidad Autónoma de Madrid https://ror.org/01cby8j38 https://orcid.org/0000-0002-4605-9484 Maria Dolores Porto Universidad de Alcalá https://ror.org/04pmn0e78 https://orcid.org/0000-0003-0111-9356 Multimodal and cross-linguistic perspectives This volume offers readers interested in Discourse Analysis and/or Socio-Cognitive models of language a closer view of the relationship between discourse, cognition and society by disclosing how the cognitive mechanisms of discourse processing depend on shared knowledge and situated cognition. An inter- and multidisciplinary approach is proposed that combines theories and methodologies coming from Conceptual Metaphor Theory, Multimodal Metaphor Theory, Critical Discourse Analysis, Narratology, Systemic Functional Linguistics, Appraisal Theory, together with the most recent developments of Socio-Cognitive Linguistics, for the analysis of real communicative events, which range from TV reality shows, commercials, digital stories or political debates, to technical texts, architectural memorials, newspapers and autobiographical narratives. Still, several key notions are recurrent in all contributions -embodiment, multimodality, conceptual integration, metaphor, and creativity- as the fundamental constituents of discourse processing. It is only through this wide-ranging epistemological and empirical approach that the complexity of discourse strategies in real contexts, i.e. human communication, can be fully comprehended, and that discourse analysis and cognitive linguistics can be brought closer together. 262 3 31 2016 3 14 2016 9789027256676 9789027267221 John Benjamins Publishing Company Amsterdam 10.1075/pbns.262 http://www.jbe-platform.com/content/books/9789027267221 https://www.degruyter.com/document/doi/10.1075/pbns.262/html https://www.jbe-platform.com/deliver/fulltext/9789027267221.pdf Laura Hidalgo-Downing University Autónoma de Madrid University Autónoma de Madrid https://orcid.org/0000-0002-6894-9103 Maria-Ángeles Martínez University Complutense de Madrid University Complutense de Madrid Blanca Kraljevic Mujic University Rey Juan Carlos University Rey Juan Carlos 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. 3 31 2016 3 14 2016 137 158 10.1075/pbns.262.06hid https://benjamins.com/catalog/pbns.262.06hid https://www.degruyter.com/document/doi/10.1075/pbns.262.06hid/html The Routledge Encyclopedia of Narrative Theory Abbott 65 2005 Closure 10.1017/CCOL0521856965.003 Atlantis Caballero 36 2 31 2014 Exploring the Combination of Language, Images and Sound in the Metaphors of TV Commercials 10.4324/9780203468401 The Discourse of Advertising Cook 2001 10.4324/9780203978153 An Introduction to Narratology Fludernik 2009 10.4324/9780203882887 10.4324/9780203272305 10.1515/9783110215366 Discourse and Creativity Forceville 113 2012 Creativity in Pictorial and Multimodal Advertising.” 10.1515/9783110215366 Metaphorical Creativity Across Modes. Metaphor in the Social World Forceville 160 2013 The good is light and bad is dark metaphors in feature films Multimodality, Cognition and Experimental Literature Gibbons 2012 10.4324/9780203803219 The Routledge Handbook of Language and Creativity Hidalgo-Downing 107 2015 Dimension of Creativity: Metaphor and Metonymy Metaphorical Creativity Across Modes. Metaphor in the Social World Hidalgo Downing 133 2013 Introduction The Routledge Handbook of Language and Metaphor Hidalgo-Downing Metaphor and persuasion in commercial advertising 10.1515/9783110217445 The Routledge Handbook of Multimodal Analysis Jewitt 14 2009 An Introduction to Multimodality The Routledge Handbook of language and Creativity Jones 2015 10.4324/9781315694566 Reading Images: The Grammar of Visual Design Gunther 2006 The Multimodal Analysis of TV Commercials Martínez 91 2013 Multimodal Narrativity in TV Ads Narrative Dynamics: Essays on Time, Plot, Closure and Frames Phelan 211 2002 Narrative Progression Narrative Dynamics: Essays on Time, Plot, Closure and Frames Rabinowitz 300 2002 Reading Beginnings and Endings Narrative Dynamic: Essays on Time, Plot, Closure and Frames Richardson 2002 10.1515/9783110255003.181 10.1353/nar.2006.0006 The Cambridge Companion to Narrative Ryan 22 2012 Toward a Definition of Narrative.” Metaphor in Discourse Semino 2008 Handbook of Creativity Sternberg 1999 Investigations into Narrative Structures Stöckl 73 2002 From Space to Time into Narration – Cognitive and Semiotic Perspectives on the Narrative Potential of Visually Structured Text The Routledge Handbook of Multimodal Analysis van Leeuwen 68 2009 Parametric Systems: The Case of Voice Quality Metaphorical Creativity Across Modes. Metaphor in the Social World Villacañas 221 2013 Pictorial Metonymy as Creativity Source in ‘Purificación García’ Advertising Campaigns Description in Literature and Other Media Wolf 1 2007 10.1163/9789401205214_002 Description as a Transmedial Mode of Representation: General Features and Possibilities of Realization in Painting, Fiction and Music