The visual representation of metaphor: A social semiotic approach
MetadataShow full item record
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphors in representational, interactive and compositional meaning structures is elucidated based on Kress and van Leeuwen’s (2006) visual grammar. It is found that most types of visual metaphor identified by cognitive linguists can be explained within the framework. Instances of visual metaphor in advertisements are analyzed in terms of their persuasive effects. It is concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization of metaphor, and in addition, the study also offers a cognitive explanation of how resources like camera positioning and composition acquire meanings.
Showing items related by title, author, creator and subject.
Feng, D.; O'Halloran, Kay (2013)Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are ...
Feng, D.; O'Halloran, Kay (2012)This study examines how emotive meaning is represented in visual images using the semiotic resources of facial expression, touch and body orientation. Complementing the cognitive metaphorical interpretation, the visually ...
Visual communication in the Indonesian Family Planning Program (1986-2003): a study of a public campaign in IndonesiaSwann, Sandra Tjahjani (2009)This thesis is about the visual communication of the national family planning program in Indonesia from 1986 to 2003, which covers three periods: later New Order from 1986 to 1997, Transition in 1998 and early Reformation ...