Multimodal Metaphor ≥ Applications of Cognitive Linguistics 11 Editors Gitte Kristiansen Michel Achard Rene´ Dirven Francisco J. Ruiz de Mendoza Iba´n˜ez Mouton de Gruyter Berlin · New York Multimodal Metaphor Edited by Charles J. Forceville Eduardo Urios-Aparisi Mouton de Gruyter Berlin · New York Mouton de Gruyter (formerly Mouton, The Hague) is a Division of Walter de Gruyter GmbH & Co. KG, Berlin Țȍ Printed on acid-free paper which falls within the guidelines of the ANSI to ensure permanence and durability. Library of Congress Cataloging-in-Publication Data Multimodal metaphor / edited by Charles J. Forceville, Eduardo Urios-Aparisi. p. cm. Ϫ (Applications of cognitive linguistics ; 11) Includes bibliographical references and index. ISBN 978-3-11-020515-2 (hardcover : alk. paper) 1. Metaphor. I. Forceville, Ch. (Charles) II. Urios-Aparisi, Eduardo, 1964Ϫ P301.5.M48M85 2009 302.2Ϫdc22 2009003856 Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. ISBN 978-3-11-020515-2 ISSN 1861-4078 Ą Copyright 2009 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin All rights reserved, including those of translation into foreign languages. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Printed in Germany Table of contents List of contributors..............................................................................................ix Preface ..............................................................................................................xiii I. Setting the Scene Chapter 1 Introduction Charles Forceville and Eduardo Urios-Aparisi......................................................3 Chapter 2 Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research Charles Forceville ..............................................................................................19 II. Multimodal Metaphor in Advertising Chapter 3 Brand images: Multimodal metaphor in corporate branding messages Veronika Koller .................................................................................................45 Chapter 4 Cutting across the senses: Imagery in winespeak and audiovisual promotion Rosario Caballero...............................................................................................73 Chapter 5 Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies Eduardo Urios-Aparisi ......................................................................................95 Chapter 6 Nonverbal and multimodal manifestation of metaphors and metonymies: A case study Ning Yu ........................................................................................................... 119 vi Table of contents III. Multimodal Metaphor in Political Cartoons Chapter 7 Visual metaphor versus verbal metaphor: A unified account Francisco Yus................................................................................................... 147 Chapter 8 Metaphor in political cartoons: Exploring audience responses Elizabeth El Refaie........................................................................................... 173 Chapter 9 Image alignment in multimodal metaphor Norman Y. Teng .............................................................................................. 197 Chapter 10 Visual metaphoric conceptualization in editorial cartoons Joost Schilperoord and Alfons Maes................................................................. 213 IV. Metaphors of Emotion in Comics, Manga, and Animation Chapter 11 Anger in Asterix: The metaphorical representation of anger in comics and animated films Bart Eerden...................................................................................................... 243 Chapter 12 Pictorial metaphors of emotion in Japanese comics Kazuko Shinohara and Yoshihiro Matsunaka................................................... 265 V. Metaphor in Spoken Language and Co-Speech Gesture Chapter 13 Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language Cornelia Müller and Alan Cienki ..................................................................... 297 Chapter 14 Metonymy first, metaphor second: A cognitive-semiotic approach to multimodal figures of thought in co-speech gesture Irene Mittelberg and Linda R. Waugh ............................................................. 329 Table of contents vii VI. Metaphor Involving Music and Sound Chapter 15 Music, language, and multimodal metaphor Lawrence M. Zbikowski ................................................................................... 359 Chapter 16 The role of non-verbal sound and music in multimodal metaphor Charles Forceville ............................................................................................ 383 VII. Metaphor and Film Chapter 17 Multimodal metaphor in classical film theory from the 1920s to the 1950s Mats Rohdin..................................................................................................... 403 Chapter 18 Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films Gunnar Theodór Eggertsson and Charles Forceville......................................... 429 Subject index.................................................................................................... 451 Author index.................................................................................................... 461 Metaphor and metonymy index ........................................................................ 467 List of contributors Rosario Caballero Department of Modern Philology University of Castilla-La Mancha Ciudad Real, Spain Alan Cienki Department of Language and Communication Vrije Universiteit Amsterdam Amsterdam, The Netherlands Bart Eerden Research group Visual Rhetoric Avans Academy, AKV|St. Joost Breda, The Netherlands Gunnar Theodór Eggertsson Department of Media Studies University of Amsterdam Amsterdam, The Netherlands Lisa El Refaie Centre for Language and Communication Research Cardiff University Cardiff, United Kingdom Charles Forceville Department of Media Studies University of Amsterdam Amsterdam, The Netherlands Veronika Koller Department of Linguistics and English Language Lancaster University Lancaster, United Kingdom Fons Maes Department of Communication and Information Studies University of Tilburg Tilburg, The Netherlands x List of contributors Yoshihiro Matsunaka Faculty of Arts Tokyo Polytechnic University Tokyo, Japan Irene Mittelberg Human Technology Centre RWTH Aachen University Aachen, Germany Cornelia Müller Department of Cultural Studies European University Viadrina Frankfurt Oder, Germany Mats Rohdin Department of Cinema Studies Stockholm University Stockholm, Sweden Joost Schilperoord Department of Communication and Information Studies University of Tilburg Tilburg, The Netherlands Kazuko Shinohara Institute of Symbiotic Science and Technology Tokyo University of Agriculture and Technology Tokyo, Japan Norman Y. Teng Institute of European and American Studies Academia Sinica Taipei, Taiwan Eduardo Urios-Aparisi, Department of Modern and Classical Languages University of Connecticut Storrs, CT, USA List of contributors xi Linda R. Waugh Department of French and Italian University of Arizona Tucson, AZ, USA Ning Yu Department of Modern Languages, Literatures, and Linguistics University of Oklahoma Norman, OK, USA Francisco Yus Department of English Studies University of Alicante Alicante, Spain Lawrence Zbikowski Department of Music University of Chicago Chicago, IL, USA Preface The editors would like to thank at least a few among the many people who made this book possible. First of all, although one of us had been toying with the idea for this volume for a long time, it was the chance to organize a conference panel on multimodal discourse at the 9th conference of the International Pragmatics Association (Riva del Garda 2005), that really got things going. In Jef Verschueren and Ann Verhaert we want to thank IPrA for this opportunity. Anke Beck, at Mouton, was enthusiastic about the book project well before it deserved that name: she actually invited us to submit a book proposal when we had scarcely even sent out the call for papers for the conference panel. We thank her for her trust, and Birgit Sievert and Monika Wendland for guiding us through many practicalities at Mouton during later stages. We are also indebted to Gitte Kristiansen, managing editor of the Applications of Cognitive Linguistics series, and to Francisco Ruiz de Mendoza, a staunch promoter of the book from its earli- est beginning. Most of all we are grateful, of course, to our authors, who graciously responded to our critical comments on chapter drafts, and our requests for further revisions and fine-tuning. Charles Forceville: I furthermore want to acknowledge how much I benefited from the interactions with the many students who, over the past ten years, followed my course on pictorial and multimodal metaphor in the Media Studies department at the Universiteit van Amsterdam, and from the fine papers they wrote. It is a source of pleasure and pride for me to have two of these former students as authors in this volume. I also want