This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from [2001][2002][2003][2004][2005][2006][2007][2008][2009]. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (CocaCola) 378 RESUMO: Este trabalho apresenta um estudo de práticas aplicadas em nível local e global ao explorar a interação entre metáfora multimodal e narrativa no discurso publicitário. Utilizou-se a Teoria da Metáfora Conceitual (TMC) e a Teoria da Integração Conceitual, a fim de comparar como mudanças sociais e seus prolongamentos são representados e recontextualizados no discurso publicitário por meio do tempo, gêneros e culturas. Alterações no tempo e nos gêneros são abordadas por meio de análises de propagandas impressas de 2000 a 2002 e de anúncios na Internet no período de 2001 a 2009. Em segundo lugar, comparamos a interação entre metáforas de TRANSFORMAÇÃO e MÁGICA e frames de narrativas em ambos os gêneros e períodos. Finalmente, dá-se atenção especial à variação de uma campanha de uma marca global (CocaCola) em três culturas distintas, revelando mudanças competitivas em práticas sociais globais e locais.
In this article we explore the creative recontextualization of JOURNEY, WAR, RACE and SPORTS metaphors and discuss their manifestations in multimodal ICT advertisements across time. Our objectives are to discuss (i) the choices of metaphors and related source domains used to describe (e)businesses in two different time periods, (ii) how the highlighting and hiding of features of the source domains remain constant or change, (iii) the relations between modes, and (iv) the discursive strategies for metaphorical creativity. The results of our analysis reflect an interesting shift in the highlighting and hiding of features of the main metaphors and related sources across the two time periods, thus revealing variations in emergent metaphors across time. We argue that these results reflect ongoing social changes which illustrate the contextual basis and motivation of metaphor as a linguistic form of action and creative communication in advertising discourse.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.