In:Multimodal Metaphor and Metonymy in Advertising
Paula Pérez-Sobrino
[Figurative Thought and Language 2] 2017
► pp. 77–94
Chapter 4Facing methodological challenges
Published online: 7 December 2017
https://doi.org/10.1075/ftl.2.c4
https://doi.org/10.1075/ftl.2.c4
Article outline
- 4.1Introduction
- 4.2The equipollence hypothesis
- 4.3Aspects of operationalization
- 4.3.1Selection of the data
- A corpus of real advertisements
- A diverse corpus of advertisements
- A representative corpus of advertisements
- 4.3.2Identification of multimodal manifestations related to metaphor and metonymy
- 4.3.3Inter-rater reliability
- 4.3.4Annotation scheme
- 4.3.1Selection of the data
- 4.4Final remarks
Notes
