Code Red for Humanity: Multimodal Metaphor and Metonymy in Noncommercial Advertisements on Environmental Awareness and Activism

IF 2.2 3区 文学 0 LANGUAGE & LINGUISTICS Metaphor and Symbol Pub Date : 2023-05-25 DOI:10.1080/10926488.2022.2153336
Laura Hidalgo-Downing, Niamh A. O’Dowd
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引用次数: 0

Abstract

ABSTRACT Concern for global warming, climate change and pollution has grown in recent years, with countries across the world facing natural disasters on unprecedented scales. The communication of environmental protection is therefore a necessary area of enquiry, especially from a Conceptual Metaphor Theory perspective. The present article explores (1) how the themes of global warming, climate change, pollution and activism are conceptualized in a corpus of 51 noncommercial advertisements, (2) the interaction of metonymy with metaphor, (3) the distribution across verbal and visual modes of metaphoric source and target domains, and (4) how value is evoked. Findings show that half of the corpus frames environmental themes through source domains such as weapons, predators and natural disasters. The other half triggers incongruous mappings, such as between concrete entities, and relies on metonymic processes of inference to access the main rhetorical message. Among the most frequent metonymies, CAUSE-EFFECT and CATEGORY FOR SALIENT PROPERTY highlight the negative effects of the represented phenomena. Multimodality usually occurs within source and/or target domains rather than across the metaphoric mapping. Most of the campaigns project mixed value, where a negative evaluation of a theme is accompanied by a positive message, inviting the audience to take action.
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人类红色代码:环境意识与行动主义非商业广告中的多模态隐喻与转喻
摘要近年来,随着世界各国面临前所未有的自然灾害,人们对全球变暖、气候变化和污染的担忧日益加剧。因此,环境保护的传播是一个必要的研究领域,特别是从概念隐喻理论的角度来看。本文探讨了(1)全球变暖、气候变化、污染和激进主义等主题是如何在51个非商业广告语料库中概念化的,(2)转喻与隐喻的相互作用,(3)隐喻源域和目标域在言语和视觉模式中的分布,以及(4)价值是如何被唤起的。研究结果表明,一半的语料库通过武器、捕食者和自然灾害等来源领域来构建环境主题。另一半触发了不协调的映射,例如具体实体之间的映射,并依赖转喻推理过程来获取主要的修辞信息。在最常见的转喻中,因果关系和范畴性质突出了所代表现象的负面影响。多模态通常发生在源域和/或目标域内,而不是跨隐喻映射。大多数宣传活动都具有混合价值,对主题的负面评价伴随着积极的信息,邀请观众采取行动。
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来源期刊
CiteScore
2.90
自引率
0.00%
发文量
23
期刊介绍: Metaphor and Symbol: A Quarterly Journal is an innovative, multidisciplinary journal dedicated to the study of metaphor and other figurative devices in language (e.g., metonymy, irony) and other expressive forms (e.g., gesture and bodily actions, artworks, music, multimodal media). The journal is interested in original, empirical, and theoretical research that incorporates psychological experimental studies, linguistic and corpus linguistic studies, cross-cultural/linguistic comparisons, computational modeling, philosophical analyzes, and literary/artistic interpretations. A common theme connecting published work in the journal is the examination of the interface of figurative language and expression with cognitive, bodily, and cultural experience; hence, the journal''s international editorial board is composed of scholars and experts in the fields of psychology, linguistics, philosophy, computer science, literature, and media studies.
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