Going Up Is Always Good | A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification Procedure

María Ibáñez Arenós

ISBN 10: 6203855065 / ISBN 13: 9786203855067

Verlag: LAP LAMBERT Academic Publishing, 2021

Going Up Is Always Good | A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification Procedure | María Ibáñez Arenós | Taschenbuch | Englisch | 2021 | LAP LAMBERT Academic Publishing | EAN 9786203855067 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. Bestandsnummer des Verkäufers 120135161

Inhaltsangabe:

Although metaphors encompass a large variety of taxonomies, orientational metaphors are those that rely on spatial position to map concepts into other ones, referring to a relation of valence and verticality. Stated by Kövecses (2010) conceptual metaphors such orientational ones draw ‘upward’ and ‘downward’ spatial positions in which ‘upward’ is usually referred to as having positive connotations, whereby their opposites, ‘downwards’, are understood as negative. Since orientational metaphors are strongly cultural in content, this paper seeks to unveil with the application of FILMIP (Filmic Metaphor Identification Procedure, Bort-Mir, 2019) how they are employed through the media representation in TV advertisements, specifically in a filmic narrative of a language learning application for technological devices denominated Babbel (Babbel: Lleva tu carrera al próximo nivel, 2018). In the analyzed narrative, the orientational metaphor GOOD IS UP is represented in the commercial as a tool for persuading customers that the best way of escalating positions at work, is by learning new languages or, on the other hand, mastering the skills in an already known one.

Über die Autorin bzw. den Autor: María Ibáñez graduated in English philology in 2019. This was the analysis work that she undertook during the last stage, during which she understood that the world of metaphors fascinated her. She published her first work in 2020, with an article under the same name, Going Up Is Always Good, with the help of her supervisor and mentor, Lorena Bort.

Bibliografische Details

Titel: Going Up Is Always Good | A Multimodal ...
Verlag: LAP LAMBERT Academic Publishing
Erscheinungsdatum: 2021
Einband: Taschenbuch
Zustand: Neu