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Article published In: Cognitive Linguistic Studies
Vol. 10:1 (2023) ► pp.33–56

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Winespeak in wine’s pics

How metaphor and metonymy construct a visual winespeak narrative in the manga Drops of God

ORCiD logo with link | National Taiwan University
Published online: 5 October 2023
DOI logo with link
https://doi.org/10.1075/cogls.21009.hsu
Abstract
This study investigates how wine pics construct visual winespeak through investigating the metaphor and metonymy in the Japanese manga, Drops of God. The study demonstrated that metonymy has the indicational function to help others understand the winespeak quicker and can be elaborated as a visual metaphor as suggested in previous studies (Isabel Negro Alousque, I. N. (2015). Visual wine metaphor and metonymy in ads. Procedia – Social and Behavioral Sciences, 1731, 125–131. Google Scholar logo with link to Google Scholar; Kashanizadeh, Z., & Forceville, C. (2020). Visual and multimodal interaction of metaphor and metonymy: A study of Iranian and Dutch print advertisements. Cognitive Linguistic Studies, 7(1), 78–110. Google Scholar logo with link to Google Scholar). Two metonymies related to winespeak include the smell and mouthfeel of the wine. Four common source domains of metaphor in visual winespeak, human, nature, art, and activity have been identified. The study further utilized the Visual Narrative Grammar (VNG) proposed by Neil Cohn (Cohn, N. (2013a). The visual language of comics: Introduction to the structure and cognition of sequential images. London: Bloomsbury. Google Scholar logo with link to Google Scholar, (2013b). Visual narrative structure. Cognitive science, 37(3), 413–452. Google Scholar logo with link to Google Scholar, (2015). How to analyze visual narratives: A tutorial in Visual Narrative Grammar. Online: [URL] [last accessed: 1 March 2016]. , (2020). Who understands comics?: Questioning the universality of visual language comprehension. London: Bloomsbury. Google Scholar logo with link to Google Scholar) to examine the roles of metaphor and metonymy in visual winespeak. Visual winespeak can be deconstructed as establisher, initial, prolongation, peak, and release. Findings suggest that the VNG corresponds with the procedure of wine tasting, which involves attack, evolution, and aftertaste (Rosario Caballero, Ernesto Suárez-Toste & Carita Paradis 2019; (2009). Wine and conversation (2nd ed.). New York: Oxford University Press. Google Scholar logo with link to Google Scholar). Also, results show that it is possible to predict the positions of metonymy and metaphor in a narrative of visual winespeak. Metonymy usually occurs in the establisher, and metaphor tends to be presented in the peak. Their positions in a narrative further indicate their function. The usage of metonymy aims to set up a concrete and general setting, and metaphor is used to create a climax. In general, the findings show that, although metaphor and metonymy play different roles in a narrative, they co-construct a comprehensive and detailed visual narrative to elaborate a winespeak.
Article outline
  • 1.Introduction
  • 2.Methodology
    • 2.1Research material – Japanese winespeak manga “Drops of God”
    • 2.2Visual Narrative Grammar (VNG)
  • 3.Visual metonymy and metaphor in winespeak manga
    • 3.1Metonymy
    • 3.2Metaphor
      • human
      • nature
      • art
      • activity
  • 4.Applying VNG: The roles of metonymy and metaphor in a visual narrative
    • 4.1Meeting the Cleopatra
    • 4.2First love’s tears
  • 5.Conclusion
  • Conflict of interest statement
  • Notes
  • References
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