Going Up Is Always Good: A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification Procedure
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Going Up Is Always Good: A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification ProcedureData de publicació
2020-11-27Editor
Universidad Complutense de Madrid. Ediciones Complutense.ISSN
2386-6624Cita bibliogràfica
Ibáñez-Arenós, M., & Bort-Mir, L. (2020). Going Up Is Always Good: A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification Procedure. Complutense Journal of English Studies, 28, 189-201. https://doi.org/10.5209/cjes.66959Tipus de document
info:eu-repo/semantics/articleVersió de l'editorial
https://revistas.ucm.es/index.php/CJES/article/view/66959Versió
info:eu-repo/semantics/publishedVersionParaules clau / Matèries
Resum
Conceptual Metaphor Theory developed by Lakoff & Johnson (1980) suggested that we use metaphors to evaluate and
communicate in our various environments. Although metaphors encompass a large variety of taxonomies, ... [+]
Conceptual Metaphor Theory developed by Lakoff & Johnson (1980) suggested that we use metaphors to evaluate and
communicate in our various environments. Although metaphors encompass a large variety of taxonomies, orientational metaphors are
those that rely on spatial position to map concepts into other ones, referring to a relation of valence and verticality. Stated by Kövecses
(2010) conceptual metaphors such orientational ones draw ‘upward’ and ‘downward’ spatial positions in which ‘upward’ is usually
referred to as having positive connotations, whereby their opposites, ‘downwards’, are understood as negative. This paper seeks to
unveil how the orientational metaphor good is up is employed in a filmic narrative of a language learning application for technological
devices named Babbel. The present analysis is developed under the application of FILMIP (Filmic Metaphor Identification Procedure,
Bort-Mir 2019). In the analyzed narrative, the orientational metaphor good is up is represented in the Babbel TV commercial (2018) as a
tool for persuading customers that the best way of escalating positions at work is by learning new languages. This analysis demonstrates
how orientational metaphors in multimodal media emerge as a convenient device for marketing campaigns in the context of social
status improvement. [-]
La Teoría de la Metáfora Conceptual (Lakoff & Johnson 1980) sugiere que utilizamos metáforas para comunicarnos en
diversos ambientes. Aunque las metáforas abarcan una gran variedad de taxonomías, las metáforas ... [+]
La Teoría de la Metáfora Conceptual (Lakoff & Johnson 1980) sugiere que utilizamos metáforas para comunicarnos en
diversos ambientes. Aunque las metáforas abarcan una gran variedad de taxonomías, las metáforas orientacionales son aquellas que
se basan en la posición espacial para mapear ciertos conceptos en otros, refiriéndose a una relación de valencia y verticalidad. Las
metáforas orientacionales dibujan posiciones espaciales “hacia arriba” y “hacia abajo” en las que se suele decir que “hacia arriba” tiene
connotaciones positivas, mientras que su opuesto, “hacia abajo”, se entiende como negativo (Kövecses 2010). Este artículo pretende
desvelar cómo la metáfora orientacional bueno es arriba se emplea en la narración fílmica sobre una aplicación móvil de aprendizaje
de idiomas llamada Babbel. El presente análisis se desarrolla bajo la aplicación de FILMIP (Filmic Metaphor Identification Procedure,
Bort-Mir 2019). En la narrativa analizada, la metáfora orientacional bueno es arriba se representa como una herramienta para persuadir
a los clientes de que la mejor manera de escalar posiciones en el trabajo es mediante el aprendizaje de nuevos idiomas. Este análisis
demuestra cómo las metáforas orientacionales en los medios multimodales emergen como un dispositivo brillante para las campañas
de marketing en el contexto de la mejora del estatus social. [-]
Publicat a
Complutense Journal of English Studies, vol. 28 (2020)Drets d'accés
info:eu-repo/semantics/openAccess
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