Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized.

According to conceptual metaphor, this study finds and categorizes three metaphors in perfume commercials: FRAGRANCE IS ATTRACTION, FRAGRANCE IS EMOTION, and FRAGRANCE IS OBJECT. Drawing on the analytical tool of multimodal metaphor analysis, the study further analyzes how perfume commercials complete the metaphorical operation mechanism of mapping from visual and auditory modes to olfactory. It is found that, different from the traditional definition of a concrete source domain and an abstract target domain in conceptual metaphors, the joint (...) participation of multiple modes in commercials may cause a reversal of the degree of abstraction between the source and the target. Due to the limitation of transmitting olfactory information in fragrance commercials where the audience can only receive audible and visual information, “scent” becomes a more abstract concept, while the abstract concepts of “attraction” and “emotion” become a more concrete source. Additionally, the three metaphors’ advertising effects in fragrance commercials are evaluated. Theoretical implications for future studies in multimodal metaphor analysis are also discussed. (shrink)

ABSTRACTThis article offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations and use of modal cues. Subsequently, the weight of mode and marketing strategy to trigger more or less amounts of conceptual complexity is analyzed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor–metonymy interactions that stem from the data and that have (...) not yet been surveyed in multimodal use. The results show that metaphtonymy is the most frequet conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advert... (shrink)

In this article I analyse object labelling image macro internet memes as multimodal metaphors, taking the Distracted Boyfriend meme as a case study. Object labelling memes are multimodal texts in which users add labels to a stock photograph to convey messages that are often humorous or satirical in nature. Using the relevance-theoretic account of metaphor, I argue that object labelling memes are multimodal metaphors which are interpreted using the same processes as verbal metaphors. The labelling of (...) the image guides the viewer in the construction of ad hoc concepts, and it is these ad hoc concepts that contribute to the overall meaning that is communicated. The analysis in this article is rooted in the relevance-theoretic claim that pragmatic interpretive processes are triggered by all and any ostensive acts of communication. I also draw heavily on Deirdre Wilson’s work on lexical pragmatics to show how this plays out in the case of a multimodal digital text. Memes, like verbal metaphors, do not require a special theory or framework. They can be understood as ostensive stimuli which trigger the search for an optimally relevant interpretation. (shrink)

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. (shrink)

Concern for global warming, climate change and pollution has grown in recent years, with countries across the world facing natural disasters on unprecedented scales. The communication of environmental protection is therefore a necessary area of enquiry, especially from a Conceptual Metaphor Theory perspective. The present article explores (1) how the themes of global warming, climate change, pollution and activism are conceptualized in a corpus of 51 noncommercial advertisements, (2) the interaction of metonymy with metaphor, (3) the distribution across (...) verbal and visual modes of metaphoric source and target domains, and (4) how value is evoked. Findings show that half of the corpus frames environmental themes through source domains such as weapons, predators and natural disasters. The other half triggers incongruous mappings, such as between concrete entities, and relies on metonymic processes of inference to access the main rhetorical message. Among the most frequent metonymies, CAUSE-EFFECT and CATEGORY FOR SALIENT PROPERTY highlight the negative effects of the represented phenomena. Multimodality usually occurs within source and/or target domains rather than across the metaphoric mapping. Most of the campaigns project mixed value, where a negative evaluation of a theme is accompanied by a positive message, inviting the audience to take action. (shrink)

This study explores multimodal metaphors and metonymies in Faust, a German Expressionist silent fiction movie by Murnau. The article combines principles of psychocinematics, an interdisciplinary scientific field of enquiry, with the multimodal metaphor and expressive movement model, which looks into the temporal dynamics of metaphoric meaning-making by movie watchers. It is shown that interrelating both film-analytic approaches provides a deeper and more comprehensive insight into how figurative thought influences psycho-cognitive processes in the moviegoer’s mind as they dynamically (...) unfold in their cinematic contexts. Evidence is provided that Kappelhoff and co-workers’ proposal can be complemented and enriched by psychocinematics findings on the allocation of visual attention and eye fixation, motion and image frame sensing, and mental activity underlying emotional and diagetic experiences. (shrink)

The conceptual metaphor “THOUGHT IS FOOD” is exemplified in many verbal expressions. Nevertheless, how food metaphors are realized through the actual dining experience remains unexplored. Based on a food design event called EATAIPEI that took place in the London Design Festival in 2015, one aimed at promoting Taipei as World Design Capital 2016, this article analyzes how the multimodal metaphors of food were creatively represented and elaborated within it. This study proposes an analytical framework that combines insights from (...) cognitive linguistics with an intercultural performative view of food presentation and food metaphor. More specifically, it treats complex metaphors as resulting from the interactions of primary metaphors, proposition schemas and intercultural performance. The multimodal metaphors of food are complex metaphors composed of combined sets of primary metaphors, enriched by schema propositions and embedded within food performance. The experience of eating in the event reactivates the sensorimotor experiences that underpin the complex metaphors. (shrink)

This paper is a cognitive semantic analysis of a CCTV educational commercial, which is one of a series designed and produced in preparation for, and in celebration of, the Beijing 2008 Olympic Games. Called the “Beijing Opera Episode”, this TV commercial converges on the theme: “To mount the stage of the world, and to put on a show of China”. That is, China sees her hosting of the 2008 Olympics by Beijing as a great opportunity for her to step onto (...) the international stage to perform a show of China. This theme, which alludes to China's globalization and retention of cultural identity, is conceptualized and expressed in terms of a central metaphor of theatrical performance: hosting the beijing olympics is performing beijing opera on an international stage. This study first analyzes in detail how this central metaphor is manifested multimodally through visual and aural as well as verbal discourse, thus examining it as a multimodal metaphor. The study then applies a decompositional approach, based on the distinction between primary and complex metaphors, to analyzing the central metaphor as a metaphorical compound with its internal structures and components, which is nevertheless built on a more general cognitive foundation. The study also offers a linguistic perspective on a cultural model underlying the central metaphor, which is arguably a Chinese cultural model for understanding various aspects and events of life in general. At the core of this cultural model is the widespread life is a stage metaphor, which however has a specific manifestation within the Chinese cultural context. (shrink)

Research on metaphor has over the past decades increasingly been extended to its visual and multimodal varieties. While analysts of verbal metaphors are helped by the fact that languages have grammars and vocabularies, researchers of visual and multimodal metaphors need to rely on other methods for identification and interpretation. One approach that claims to have developed a robust method for analyzing metaphor in moving images is FILMIP, which has hitherto focused on the specific genre of commercials. (...) In this paper it is argued that there are serious problems with FILMIP. First, the theoretical basis of FILMIP and two empirical studies drawing on it are discussed. Subsequently, its limited use for analyzing metaphors in the genre of feature films is demonstrated on the basis of four case studies. The paper ends with sketching some general advice pertaining to researching metaphor in film, and provides a cautious alternative to FILMIP. (shrink)

This paper examines the forms and functions of religious Internet memes that relate to Covid-19, with a view to identifying the conceptual metaphors that underlie the creation of the memes. The data, which consist of thirty religious Internet memes shared in the Nigerian WhatsApp space, are analyzed qualitatively using the categorization of religious Internet memes, and the concept of multimodal metaphors. The memes contain (non-)linguistic metaphors such as the picture of Biblical Noah’s ark and expressions such as Noah’s family (...) was on lockdown, which reveal underlying conceptual metaphors such as LOCKDOWN IS A GODLY INSTRUCTION and COVID-19 IS A WAR. The memes are used to allay the fears of people in the face of the disease, and encourage adherence to lockdown orders, amongst others. The study concludes that the forms and functions of these religious memes assist in revealing the multimodal conceptual metaphors underlying the memes. (shrink)

This study investigates how COVID-19 advice is creatively delivered in a one-minute video produced by the Taiwan Centers for Disease Control in February 2022. It examines metaphors in verbal, visual, and multimodal modes, and illustrates how such metaphors interact with multimodal narrativity. Drawing on the insights of studies on multimodal metaphors, this paper seeks to identify which are the most pervasive metaphors or what dominant metaphor, if any, is used in the video. It finds that the (...) metaphorical mappings between coping with the covid pandemic and handling olympic weightlifting are represented across modes and that the creative delivery of COVID-19 advice is woven from a warp of metaphors in various modes and a weft of narrativity across modes. Such metaphorical creativity is underpinned by the semiotic flow that features four interconnected configurations: moving between metaphorization, literalization, and re-metaphorization; somehow blurring the source-target boundary; expanding the range of functions that the multimodal representation can serve; and initiating a metaphorical thought from one or more contextual factors. (shrink)

The British Miners’ Strike of 1984–1985 represents one of the most pivotal periods in British industrial relations. The significance of media stance towards the miners remains a controversial issue today, as attested by recent publications looking back at the strike. Here, authors including miners, journalists and other commentators argue that media coverage of the strike followed a consistently anti-trade union agenda in which the media sought to destabilise the strike. An internal British Broadcasting Corporation report, only recently made public, shows (...) that the BBC themselves had concerns over possible imbalances in their coverage of the so-called ‘Battle of Orgreave’. Despite the weight attached to media coverage in this context, however, surprisingly little research has been conducted from a discourse-analytical perspective to show systematically and empirically how such an agenda may have been manifested across media texts. In this article, drawing on Cognitive Linguistic Critical Discourse Studies, I show how one particular metaphorical framing of the strike, which construed the strike as a war between the State and the National Union of Miners, persisted through the year-long period and consider the potential ideological functions of this framing in media strategies of legitimation. I show how this metaphor featured in linguistic, visual and multimodal forms of media representation. (shrink)

The use of metaphor and metonymy in social awareness campaigns has been shown as an effective strategy to evoke emotional reactions in the audience and influence behavior change. Using authentic campaign discourse, this study investigated how two multimodal, figurative representations of plastic pollution (plastic pollution is war on nature and plastic pollution is usurpation of marine life) influenced participants’ responses to solutions-oriented and emotions-oriented measures. The data were gathered from two online surveys: Experiment 1 used Likert-scales and free-text (...) responses; these were analyzed using statistical techniques and semantic frame analysis. Experiment 2 was a shorter follow-up study which used Likert-scales. The results suggest that the war frame inspired more negative emotional reactions overall, whereas the usurpation frame inspired more positive emotions. We also find that political orientation significantly moderates people’s sense of empowerment to tackle plastic pollution. The results have implications for future experimental studies seeking to explore the interaction of positive and negative affective states in the context of ecological issues, and for designers of campaigns who seek to use metaphor and metonymy to evoke the desired emotional and behavioral responses. (shrink)

The article presents an analysis of metaphorical names for yoga postures as well as other verbal and verbo-gestural means of communication used by yoga teachers to describe these co...

The aim of the present paper is to contribute to a better understanding of the role of heraldry, in particular of para-heraldic devices known as “badges”, in 15th-century England. The case chosen for examination is that of the white rose, one of the major badges of Edward IV. The data consists of four contemporary texts in which Edward is referred to as the “rose”, analysed against the background of the use of the white rose of York as a heraldic device. (...) This includes surviving artefacts ranging from effigies to stained glass to seals and manuscript illuminations, as well as contemporary descriptions and depictions of those artefacts. Using the methodological apparatus of cognitive linguistics, specifically the multimodal metaphor and metonymy analysis, the author examines the interplay between language and heraldry. The results show that while the primary function of the white rose and of other badges employed by Edward IV was to emphasize his heritage and thus invite a metonymic reading, the badge inspired other, metaphorical readings, which were employed rhetorically by his supporters. In this context, the concept of the badge may be reinterpreted as a metaphtonymy. The analysis supports the view of heraldry as an integral element of medieval society. From a semiotic perspective, heraldry should be seen as a dynamic system that could be exploited creatively to suit the needs of its users, which in turn corresponds to the dynamic theory of metaphor. (shrink)

This study proposes a multimodal fusion model to account for the cognitive mechanisms involving 56 political cartoons with regard to U.S. beef import issues as reported in two dominant Taiwanese newspapers, the Liberty Times and United Daily News. Specifically, this study claims that multimodal fusion model evolves from two metonymic-metaphoric networks, i.e., related metonymic network and diversified metaphoric network, and combines the conceptual, visual, and verbal modes. Our analysis demonstrates that multimodal fusion is a significant and recurrent (...) representation technique in the genre of political cartoon and has the cognitive function of encapsulating the abstract complex political debates efficiently with irony and humorous effect. Furthermore, our analysis shows the important role of metonymy and demonstrates how metonymies and metaphors are interwoven in the process of multimodal fusion, which underlies the metaphorical mappings of conceptual scenarios related to “POLITICS IS.. (shrink)

Metaphors function not only as linguistic constructs but also as profound vehicles for spiritual and philosophical reflection in visual narratives. In cinema, multimodal metaphors—expressed through sound, imagery, and narrative structure—serve as powerful tools for conveying existential, ethical, and religious themes. Within the context of globalization and modernization, contemporary Chinese ethnic films often explore themes of ecological crisis, cultural displacement, and the search for identity. These themes, embedded in public consciousness, are projected onto the cinematic screen through a rich tapestry (...) of multimodal metaphors, shaping audiences' perceptions of human nature, spirituality, and the cultural imagination of China’s ethnic minorities. Grounded in cognitive metaphor theory and philosophical hermeneutics, this study employs the Film Metaphor Identification Procedure (FILMIP) to analyze the Tibetan film Snow Leopard, directed by Pema Tseden. It examines how multimodal metaphors contribute to the cognitive construction of religious and philosophical meaning in Chinese ethnic cinema, mapping various modalities to explore their deeper metaphysical and moral connotations. Through an analysis of symbolic imagery, environmental motifs, and human-animal relationships, the study reveals how the film engages with Buddhist and indigenous spiritual traditions, reinforcing themes of karma, interconnectedness, and moral redemption. By investigating the role of multimodal metaphor in expressing transcendent and existential concerns, this research offers insights into how Chinese ethnic cinema fosters religious dialogue and shapes national and spiritual identity. The findings suggest that ethnic films, through their metaphorical richness, not only deepen audience engagement with cultural and religious narratives but also contribute to a broader philosophical discourse on faith, belonging, and the human condition. Future studies should further explore the intersection of religious symbolism, cognitive semiotics, and cinematic storytelling in constructing spiritual and philosophical meaning. (shrink)

In this article, based on a critical metaphor analysis, we identify and describe multimodal metaphors involving the human body and its conceptualizations in five auteur films of the 2010s. Studies on the human body in cinema have documented how it changes according to underlying ideologies. Our research focuses on the role of image schemas and metaphors as they embody meanings and sociocultural paradigms. Metaphors also frame how the body is conceptualized according to dominating ideological practices such as (a) (...) commodification, (b) the integration between artificial and organic, (c) dissatisfaction, (d) dynamics of beautification and idealization, and (e) politicization of the human body. We show how metaphors are creative tools to reframe meanings and representations of the body and how the body is a construct refashioned within the cinematic discourses of these films. (shrink)

This study investigates metaphoric gestures in face-to-face conversation. It is found that gestures of this kind are mainly performed in the central gesture space with noticeable and discernable configurations, providing visible evidence for cross-domain cognitive mappings and the grounding of conceptual metaphors in people's recurrent bodily experiences and in what people habitually do in social and cultural practices. Moreover, whether metaphorical thinking is conveyed by gesture exclusively or along with metaphoric speech, the manual enactment of even conventional metaphors manifests dynamism (...) in communicating metaphors. Metaphoric gestures can provide salient, additional information about the aspect of the conceptualization which is the speaker's focus of attention in real-time multimodal communication. (shrink)

Firstly, this paper aims to analyze how verbal and visual modes contribute to build two basic components of cartoons: the referenced situation and the fictional situation. Secondly, it aims to unravel the semiotics of this discursive genre by offering a fine-grained picture of modal variations and continuities of the rhetorical resources deployed, by means of which the fictional situation is displayed. The corpus is composed of 50 multimodal cartoons chosen by cartoonists of 22 nationalities as the most representative of (...) their work in the frame of a wide questionnaire. Category analysis and non-parametric statistics were applied. We identified and fleshed out four different types of modal functioning of resources: visual preference, verbal preference, modal flexibility, and genuine multimodal functioning. Even if visual and multimodal metaphor were often in charge of transferring meaning from fiction to the referenced situation, results show that other resources such as antithesis, irony, and syllepsis can become the key resources of cartoons. Findings highlight the multilayered functioning of cartoons, among which plastic features can play a significant role, and provide further evidence in favor of the hyperdetermination of humor hypothesis proposed by Attardo. (shrink)

Recent discussions on the use of metaphor have centered on how it may be used in a way that has been said to require mandatory attention to the fact that it is metaphorical, resulting in what has come to be known as deliberate metaphor (CitationSteen, 2008). While metaphor deliberateness and conventionality/novelty are conceptually distinct, associations are likely to exist in practice. This article focuses on the deliberate use of conventional metaphor in images, by way of examining (...) the use of animate and anthropomorphic metaphors in an instance of corporate branding discourse (i.e., the prospectuses of Singapore's corporatized universities). Through our analysis, we show that deliberate conventional metaphor serves to reinforce particular conceptualizations rather than effect radical conceptual change. Moreover, we discuss visual and multimodal metaphor as deliberate if used in carefully crafted texts and draw on the notion of an image's connotative meaning to point out how such deliberateness can be further accentuated. The article concludes by discussing some implications for how the degree of conventionality is likely to have an effect on how deliberate metaphor achieves its key objective of changing addressees’ concepts of a particular Target. (shrink)

This study examines the visual [monomodal] and multimodal metaphorical representations of Jordanians’ perceptions and attitudes toward the amended Cyber Crime Law in Jordan as depicted by Jordanian activists and image creators online. It adopts Forceville’s theory of Multimodal Metaphor [ 1, 2 ] as its theoretical framework. Twenty visual and multimodal depictions were collected from online platforms and were analysed to identify metaphorical representations. The results reveal a higher frequency of use of multimodal metaphors over (...) monomodal ones, which can potentially be attributed to the former employing both visual and verbal cues; thus, improving message clarity and comprehensibility. The analysis depicts a predominantly negative image of Jordanian perceptions and attitudes, portraying the law as a silencer, barbed wires, and handcuffs which demonstrates its perceived restriction of Jordanians’ freedom of speech in digital space and their online activities. Jordanians were also visually depicted as potential criminals, suggesting that ordinary citizens are potentially viewed as suspects or criminals under the new Cyber Crime Law. The study highlights the influential role of visual representations in shaping public opinions and perceptions of laws. (shrink)

In this article, we argue for the need to further incorporate the study of metaphor with the newest tendencies within cognitive science. We do so by presenting an ecological view of cognition as a skull-and-body-transcending activity that is deeply entangled with the environment. Grounded in empirical examples we present and examine four claims fleshing out this ecological perspective on cognition and metaphor: (a) metaphor is a product of an organism-environment-system, rather than merely a product of an inner (...) mental process, (b) metaphoric meaning is relational. It emerges from projections of structure between a living organism and its perceived or imagined environment, (c) underlying metaphor is the notion of metaphoricity, which is a scalar value involving a doubleness in experience, and (d) metaphoricity relies on experiential affordances that can be directly perceived or felt in the environment. Overall, we propose that metaphor should be understood and thought about in terms of affordances rather than mental ability. Studying metaphor as affordances is to focus on metaphor as part of our active doings that equally involve cognitive, social, and linguistic dimensions. Within an ecological framework, there is no contradiction between studying the details of linguistic, multimodal, and embodied behavior in situational contexts while considering the cognitive dimensions of this behavior too since cognition is re-conceptualized as constituted by actions in an environment. (shrink)

Journal Name: Cognitive Linguistics Issue: Ahead of print.

Although researchers have paid much attention to the journey metaphor (e.g., Forceville, 2006a, 2011a, 2011b; Forceville & Jeulink, 2011), little seems known about its role for moral political cognition. Using data from the US and UK public discourses on the Euro crisis as an example, this paper draws on Lakoff’s (1996) Moral Politics Theory, demonstrating that the journey metaphor can play a crucial role for political cognition, and especially for moral political judgment.

In contrast to symbol-manipulation approaches, Cognitive Linguistics offers a modal rather than an amodal account of meaning in language. From this perspective, the meanings attached to linguistic expressions, in the form of conceptualisations, have various properties in common with visual forms of representation. This makes Cognitive Linguistics a potentially useful framework for identifying and analysing language-image relations in multimodal texts. In this paper, we investigate language-image relations with a specific focus on intersemiotic convergence. Analogous with research on gesture, we (...) extend the notion of co-text images and argue that images and language usages which are proximal to one another in a multimodal text can be expected to exhibit the same or consistent construals of the target scene. We outline some of the dimensions of conceptualisation along which intersemiotic convergence may be enacted in texts, including event-structure, viewpoint, distribution of attention and metaphor. We take as illustrative data photographs and their captions in online news texts covering a range of topics including immigration, political protests, and inter-state conflict. Our analysis suggests the utility of Cognitive Linguistics in allowing new potential sites of intersemiotic convergence to be identified and in proffering an account of language-image relations that is based in language cognition. (shrink)

ABSTRACTThis study examines the types of verbal, pictorial, and multimodal metaphors in the genre of sex education picture books for young children in Mainland China. Although being an educational discourse genre that is essentially concerned with transmitting scientific facts, sex education picture books employ a range of metaphors that categorize and construe the biological knowledge of human reproduction in a way that not only facilitates young children’s understanding of scientific concepts but also instills in them particular values and moralities (...) that are socioculturally conditioned. An examination of the source domains from which the metaphors are drawn and the target domains onto which the metaphors are mapped reveals three types of metaphor, namely, personification, domestication, and cross-experience metaphors. The analysis of seven sex education picture books for pre-school children suggests that these types of metaphor are used purposefully for addressing pedagogical as well as ideological con... (shrink)

As an intercultural modern art form, web-based ink and wash cartoons are significant tools to communicate cultural identities in the Chinese context because of their entertaining form, thought-provoking content, and profound cultural connotation. Against this background, the present study investigates the multimodal appraisal systems of 96 web-based ink and wash cartoons, focusing on attitudinal meanings and explicating how the attitudinal resources contribute to the communication of Chinese cultural identities. The analysis of 96 web-based ink and wash cartoons shows that (...) the cultural identities of the Chinese dream, Confucianism, collectivism, and optimism are communicated through the interplay between visual and verbal semiotic resources. The analytical results reveal a series of generic features of the web-based ink and wash cartoons that contribute to the promotion of cultural identities, including the popular theme, minimalist style, positive attitude prosody, and the use of culture-specific metaphor and ideation. These features underpin the strategies for promoting Chinese cultural identities and the shift in national branding policy. The study hopes to provide clues for government, social institutions, and individuals to promote cultural identities effectively through social media. (shrink)

A new concept of cognition also implies a novel approach to the study of metaphor. This insight is the starting point of this article presenting two innovations to comprehending and analyzing metaphor, one theoretical and one in terms of methodology. On a theoretical level we argue for a new orientation to metaphor and metaphoricity based on enactive cognition and distributed language and cognition. In recent years enactive and distributed cognition have been developing a new concept of cognition (...) as an inter-bodily and ecologically afforded achievement, and in light of this theoretical development we propose an approach to metaphor as a multi-body, multi-party, and multi-timescale phenomenon. On a methodological level we demonstrate a new way of analyzing metaphoricity in multimodal social interaction based on in-depth video analyses of two real life examples in which we introduce metaphorical identification criteria focusing on doubleness in meaning, affordances for co-action, co-ordination, and co-exper.. (shrink)

Cognitive semantic studies have shown that our conceptualization of morality is at least partially metaphorical and that our moral cognition is grounded in some fundamental contrastive categories of our embodied experience in the physical environment. It is argued that our moral cognition is built on a moral metaphor system. Within the framework of conceptual metaphor theory, this study aims to examine the spatial subsystem of moral metaphors in English. We set out with five pairs of moral metaphors that (...) involve the following spatial source concepts: HIGH and LOW, UPRIGHT and TILTED, LEVEL and UNLEVEL, STRAIGHT and CROOKED, and BIG and SMALL. These metaphors were found to constitute the spatial subsystem of moral metaphors in Chinese. Our primary goal is to find out if the five pairs of moral–spatial metaphors are manifested in English as well. To that end we collected linguistic data from the Corpus of Contemporary American English and searched Google Images for multimodal evidence. Our finding is that the five pairs of moral–spatial metaphors are applicable in English as they are in Chinese. We also discuss issues related to conceptual metaphor theory. (shrink)

This study investigates the influences of action research on primary school English instruction from five dimensions in the classroom, viz., types of questions, language errors, gestures, facial expressions, and interpersonal distance. Four English teachers’ 9 real classroom teaching videos before and after action research are collected and annotated by using ELAN software. The results show that primary school English teachers in Chinese rural areas prefer closed questions to open questions; They make some language errors; Deictic gestures are the most common (...) gestures used, while metaphoric gestures, beat gestures and iconic gestures are rare; Teachers have the same preference for three types of facial expressions, and teachers’ serious expressions accounts for most of the time; They seldom keep an intimate distance or personal distance from their students. Second, Action research is effective to motivate teachers in rural areas, who make great progress in all five dimensions after AR: more open questions are asked; pragmatic errors and grammatical errors are reduced; deictic gestures increase; apathetic decrease, and more intimate distance is exhibited in the interpersonal distance dimension. Third, teacher’s English teaching competence is partly transferrable to her future professional development, and this is also the long-lasting effect of AR. (shrink)

“The journey (the [filmic] narrative) is made by the traveler (the viewer) step by step, pebble by pebble, cue by cue.”Flashbacks in Film: A Cognitive and Multimodal Analysis is devoted to explaini...

This article focuses on how the human body and body parts such as the legs, abdomen, and torso are conceptualized in Spanish director Pedro Almodóvar's films. The comparative analysis follows a qualitative methodology in which instances of the use of body parts are analyzed within their multimodal, sociocultural, and cinematic contexts. Through camera work and mise-en-scène, the actors' bodies and bodily functions are mapped onto complex cultural, social, and filmic targets within the narrative structure. Ultimately, the author shows how (...) artistic creativity is an activity whose purpose is a reembodiment of the emotion by visual and physical alteration. The new body is an environment onto which traditional views of the body based on folk theories are mapped, and body parts and functions are metonymically highlighted. (shrink)