Conceptual complexes in multimodal advertising

IF 1 Q2 CULTURAL STUDIES
Carla Ovejas Ramírez
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引用次数: 0

Abstract

Several scholars have dealt with the workings of metaphor and metonymy in multimodal advertisements (see Forceville, 2009; Uriós-Aparisi, 2009; or Pérez-Sobrino, 2017, among others). The present study investigates conceptual complexity to broaden the set of analytical categories to be used in multimodal analysis by making use of some of the latest developments on conceptual complexes, or principled combinations of cognitive models (e.g., frames, metaphors, metonymies), as discussed in Ruiz de Mendoza (2017, 2021) to a multimodal context. Work on conceptual complexity in Cognitive Linguistics has taken two main directions. One is provided by Blending Theory, which focuses on accounting for the emergence of new structure not present in the contributing conceptual constructs after selected integration. Another direction studies patterns of conceptual interaction with a view to finding regularities that can be formulated as high-level generalizations. We will adopt this second direction. The main aim of the study is to test these analytical categories and principles of knowledge organization in terms of their communicative impact within a multimodal environment. A subsidiary aim is to further develop the theoretical apparatus underlying this initial work. Analysing a corpus of 62 multimodal advertisements, we found that: (i) the nature of a frame determines its function, i.e., matrix frames are receiving frames, which ‘situationalize’ conceptual structure, whereas donor frames play a focal role; (ii) sometimes there is no frame integration but rather internal development within a given frame, which is possible thanks to the incorporation of an external element that is not integrated, but simply facilitates the development of the frame; (iii) there are also cases in which there is frame composition instead of integration; (iv) metonymy proves to be a licensing factor previous to integration, and (v) high-level non-metaphorical correlations can act as cues for the activation of metaphorical frameworks.
多模式广告中的概念复合体
一些学者研究了隐喻和转喻在多模式广告中的作用(见Forceville, 2009;Urios-Aparisi, 2009;或pembrorez - sobrino, 2017)。正如Ruiz de Mendoza(2017,2021)所讨论的那样,本研究通过利用概念复合体的一些最新发展,或认知模型(如框架、隐喻、转喻)的原则组合,研究概念复杂性,以扩大多模态分析中使用的分析类别集。认知语言学对概念复杂性的研究主要有两个方向。一种是混合理论,它侧重于解释在选择整合后,在贡献概念结构中不存在的新结构的出现。另一个方向是研究概念相互作用的模式,以寻找可以被表述为高级概括的规律。我们将采取第二个方向。本研究的主要目的是测试知识组织的这些分析类别和原则,以了解它们在多模式环境中的交际影响。一个辅助的目标是进一步发展作为这一初步工作基础的理论工具。通过对62个多模态广告语料库的分析,我们发现:(i)框架的性质决定了它的功能,即矩阵框架是接收框架,它将概念结构“情境化”,而捐赠框架则发挥焦点作用;(ii)有时没有框架整合,而是在给定框架内进行内部发展,这可能要归功于将未整合的外部元素纳入,但只是促进了框架的发展;(iii)也存在框架构成而非整合的情况;(4)转喻被证明是整合之前的许可因素;(5)高水平的非隐喻相关性可以作为隐喻框架激活的线索。
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来源期刊
CiteScore
1.00
自引率
25.00%
发文量
12
审稿时长
24 weeks
期刊介绍: CULTURE, LANGUAGE AND REPRESENTATION (CLR) is a biannual scholarly publication devoted to the field of Culture and Linguistics Studies, whose scope is aimed at the international academic community. Alternatively, each issue deals either monographically with a relevant aspect of the linguistic representation of culture in its various manifestations (social, political, educational, literary, historical, etc.) or encourages interdisciplinary and innovative approaches to language and culture research. The Journal is committed to academic and research excellence by publishing relevant and original material that meets high scientific standards. Submission of a paper will be taken to imply that it is unpublished and is not being considered for publication elsewhere. Articles will undergo an independent evaluation by two external referees, who will advise the Editors on the suitability of their publication. Publishing elsewhere an article included in CLR needs the author''s acknowledgement that it has first appeared in the Journal. If in doubt, authors are advised to contact The Editors.
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