Controlling time is power: An analysis of filmic metaphors in the Lotus advertisement «Shine»
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comunitat-uji-handle2:10234/158177
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comunitat-uji-handle4:10234/184947
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Title
Controlling time is power: An analysis of filmic metaphors in the Lotus advertisement «Shine»Author (s)
Date
2018Publisher
Publicacions de la Universitat Jaume IISSN
1139-5486Bibliographic citation
TOMÁS BALAGUER, Gloria (2018). Controlling time is power: An analysis of filmic metaphors in the Lotus advertisement «Shine». Fòrum de recerca, n. 23, p. 277-294Type
info:eu-repo/semantics/articleAbstract
Generally speaking, when talking about metaphors, the first
thing that comes to our minds is that they are figures of speech
whose main aim is to embroider and beautify the meaning of ... [+]
Generally speaking, when talking about metaphors, the first
thing that comes to our minds is that they are figures of speech
whose main aim is to embroider and beautify the meaning of any
literary text. Although this is partly true, metaphors are not just
figures of speech. According to Forceville (2016b), they are
presented as tools which help us noticing the surrounding world.
From a cognitive linguistic view, a metaphor is defined as a tool
which helps us understand one conceptual domain in terms of
another (Lakoff and Johnson 1980). Originally, metaphors were
exclusively explored within the realm of language; however,
afterwards, a great bulk of research proved that their examination
was fruitful from other perspectives.
Metaphors might be presented in one or more modes of
communication (i.e. monomodal or multimodal metaphors). It is
likely to find research devoted to analyse metaphors in still pictures
(Forceville, 2016b), in newspaper cartoons (El-Refaie 2003), or even
in TV commercials (Forceville 2007). However, little attention has
been paid to the identification and analysis of metaphors in moving
pictures; in consequence, the main aim of the present paper is to
show the application of FilMip (Filmic Metaphor Identification
Procedure, Bort-Mir in prep.) on a very well-known brand TV
commercial. FilMip is an analytical method which is divided into
several steps that allow us to identify filmic metaphors from an
empirical point of view. [-]
Description
XXIII Jornades de Foment de la Investigació de la Facultat de Ciències Humanes i Socials (Any 2018)
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Fòrum de recerca, 2018, núm. 23Rights
info:eu-repo/semantics/openAccess
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