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    The visual representation of metaphor: A social semiotic approach

    Access Status
    Fulltext not available
    Authors
    Feng, D.
    O'Halloran, Kay
    Date
    2013
    Type
    Journal Article
    
    Metadata
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    Citation
    Feng, D. and O'Halloran, K. 2013. The visual representation of metaphor: A social semiotic approach. Review of Cognitive Linguistics. 11 (2): pp. 320-335.
    Source Title
    Review of Cognitive Linguistics
    DOI
    10.1075/rcl.11.2.07fen
    ISSN
    1877-9751
    URI
    http://hdl.handle.net/20.500.11937/22750
    Collection
    • Curtin Research Publications
    Abstract

    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.

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