讲座题目： Max Black’s (1979) ‘interaction theory’ and its application to visual/multimodal metaphor in print advertising and commercials
讲座嘉宾：Charles Forceville 教授
主 持 人：Esther Pascual 研究员
讲座时间：2017年11月23日（周四）上午9:30~11:30
讲座地点：紫金港校区东五201会议室
欢迎广大师生积极参加！
Abstract:
Lakoff and Johnson (1980) demonstrated that metaphors are primarily a matter of understanding and experiencing, and only secondarily a matter of language. This cleared the way for analysing metaphors in visual and other modes. Forceville (1996) adapted Black’s (1979) model of “interactive” metaphor for the analysis of visual and multimodal metaphors. In this presentation, we will in the first half of the presentation examine a number of print advertisements. Since some dimensions of metaphor change when the medium shifts from static visuals to moving images, we will in the second half investigate some commercials. In the analyses, attention will be paid to cultural dimensions in the interpretation of metaphors (Forceville 2017).
Quoted works:
Black, Max (1979). “More about metaphor.” In: Andrew Ortony (ed.), Metaphor and Thought (pp. 19-41). Cambridge: Cambridge University Press.
Forceville, Charles (1996). Pictorial Metaphor in Advertising. London/New York: Rout-ledge.
Forceville, Charles (2017). “Visual and multimodal metaphor in advertising: (Sub)cultural perspectives.” Styles of Communication 9(2): 26-41. (http://journals.univ-danubius.ro/index.php/communication).
Lakoff, George, and Mark Johnson (1980). Metaphors We Live By. Chicago: University of Chicago Press.
Recommended preparatory reading (not mandatory): Black (1979); Forceville Lecture 1 (“Preliminary concepts”) and Lecture 2 (“When is something a pictorial metaphor?”) of online Metaphor Course at http://semioticon.com/sio/courses/pictorial-multimodal-metaphor/; Forceville (2007).
Biographical line：
Charles Forceville is associate professor in the Media Studies department at the University of Amsterdam (NL), where he leads the Adventures in Modality group (see http://aclc.uva.nl/research/groups/groups.html). The question how visuals convey meaning is a key theme in his research. He is generally considered one of the pioneers of visual and multimodal metaphor theory, and has worked on this topic in various media and genres (documentary film, animation, advertising, comics & cartoons). He is the author of Pictorial Metaphor in Advertising (Routledge 1996) and Analyzing Visual and Multimodal Mass-Communication: A Pragmatic Model [working title] (Oxford University Press, in prep.), and co-editor of Multimodal Metaphor (Mouton de Gruyter 2009), Creativity and the Agile Mind (Mouton de Gruyter 2013), and Multimodal Argumentation and Rhetoric in Media Genres (John Benjamins 2017).
外语学院
2017年11月18日
