Metonymy in Visual Images of Anti-Pollution Advertisements

Zhongrui WANG, Lijuan ZHANG

Abstract


Since Forceville (2007, 2008, 2009) proposed the notion of multimodal metaphor, visual metaphors in advertisements have been extensively documented. However, research on visual metonymies remains relatively rare. We focused on visual metonymies in 100 anti-pollution advertisements, finding that PATIENT FOR EVENT is the most used in such kinds of advertisements. Effects more readily serve as metonymic vehicles than causes, but CAUSE FOR EFFECT metonymy and EFFECT FOR CAUSE metonymy always appear at the same time.

Keywords


Metonymy in visual images; Anti-pollution advertisements; ICM

Full Text:

PDF

References


Alousque, I. N. (2015). Visual wine metaphor and metonymy in ads.Procedia-Social and Behavioral Sciences, 173, 125-131.

Barcelona, A. (2000). Metaphor and metonymy at the crossroads: Acognitive perspective. Mouton de Gruyter.

Bradford, A. (2018). Pollution facts & types of pollution.Live Science. https://www.livescience.com/22728-pollution-facts.html.

Bredin, H. (1984). Metonymy. Poetics Today, 5(I), 45-58.

Briggs, D. (2003). Environmental pollution and the global burden of disease. British Medical Bulletin, 68(1), 1-24.

Choi, Y. (2017). Metonymy in visual images of anti-smoking advertisements. Journal of Language Sciences, 24(3), 147-165.

Croft, W. (1993). The role of domains in the interpretation of metaphors and metonymies.Cognitive Linguistics, 4(4), 335-370.

Forceville, C. (2008). Metaphors in pictures and multimodal representations. In R. W. Gibbs Jr (Ed.), The Cambridge handbook of metaphor and thought (pp. 462-482). Cambridge University Press.

Goossens, L. (1990). Metaphtonymy: The interaction of metaphor and metonymy in expressions for linguistic action. Cognitive Linguistics,1(3), 323-40.

Harvell, C. D., Mitchell, C. E., Ward, J. R., Altizer, S., Dobson, A. P., Ostfeld, R. S., et al.(2002). Ecology—Climate warming and diseaserisks for terrestrial and marine biota. Science, 296, 2158-2162.

Kövecses, Z., & Radden, G. (1998). Metonymy: Developing a cognitive linguistic view. Cognitive Linguistics, 9(1), 37-77.

Lakoff, G., &Johnson, M. (1980). Metaphors we live by. University of Chicago Press.

Lakoff, G. (1987). Women, Fire, and Dangerous Things: What Categories Reveal About the Mind. University of Chicago Press.

Panther, K-U. & Radden, G. (Eds.) (1999). Metonymy in language and thought. Benjamins.

Radden, G., & Kövecses, Z. (1999). Towards a theory of metonymy. InK.U. Panther&G. Radden (eds.), Metonymy in language and thought (17-59). John Benjamins.

Radden, G., & Kövecses, Z. (2007). Towards a theory of metonymy. The Cognitive Linguistics Reader. Equinox.

Sobrino, P. P. (2017). Multimodal metaphor and metonymy in advertising. John Benjamins Publishing Company.




DOI: http://dx.doi.org/10.3968/12412

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 mao bai

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Share us to:   

 

Online Submission: http://cscanada.org/index.php/sll/submission/wizard

Please send your manuscripts to sll@cscanada.net，or  sll@cscanada.org  for consideration. We look forward to receiving your work.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; sll@cscanada.net; sll@cscanada.org

 Articles published in Studies in Literature and Language are licensed under Creative Commons Attribution 4.0 (CC-BY).

 STUDIES IN LITERATURE AND LANGUAGE Editorial Office

Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail: office@cscanada.net; office@cscanada.org; caooc@hotmail.com

Copyright © 2010 Canadian Academy of Oriental and Occidental Culture