Argument by Multimodal Metaphor as Strategic Maneuvering in TV Commercials: A Case Study

Argumentation 32 (4):501-517 (2018)
  Copy   BIBTEX

Abstract

Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints.

Links

PhilArchive



    Upload a copy of this work     Papers currently archived: 91,102

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Chapter 9. Image Alignment in Multimodal Metaphor.Norman Y. Teng - 2009 - In Eduardo Urios-Aparisi & Charles J. Forceville (eds.), Multimodal Metaphor. Berlin, New York: Mouton de Gruyter. pp. 197–212.
Chapter 15. Music, language, and multimodal metaphor.Eduardo Urios-Aparisi & Charles J. Forceville - 2009 - In Eduardo Urios-Aparisi & Charles J. Forceville (eds.), Multimodal Metaphor. Mouton de Gruyter.
Chapter 16. The role of non-verbal sound and music in multimodal metaphor.Eduardo Urios-Aparisi & Charles J. Forceville - 2009 - In Eduardo Urios-Aparisi & Charles J. Forceville (eds.), Multimodal Metaphor. Mouton de Gruyter.

Analytics

Added to PP
2018-06-27

Downloads
12 (#957,483)

6 months
2 (#785,137)

Historical graph of downloads
How can I increase my downloads?

Author's Profile

Cihua Xu
Zhejiang University

Citations of this work

No citations found.

Add more citations

References found in this work

Metaphors we live by.George Lakoff & Mark Johnson - 1980 - Chicago: University of Chicago Press. Edited by Mark Johnson.
Metaphors We Live By.George Lakoff & Mark Johnson - 1980 - Ethics 93 (3):619-621.
The New Rhetoric: A Treatise on Argumentation.Chaïm Perelman & Lucie Olbrechts-Tyteca - 1969 - Notre Dame, IN, USA: Notre Dame University Press. Edited by Lucie Olbrechts-Tyteca.

View all 31 references / Add more references