In:Multimodal Metaphor and Metonymy in Advertising
Paula Pérez-Sobrino
[Figurative Thought and Language 2] 2017
► pp. 197–211
Chapter 9Closing notes
Published online: 7 December 2017
https://doi.org/10.1075/ftl.2.c9
https://doi.org/10.1075/ftl.2.c9
Article outline
- 9.1Introduction
- 9.2What adds Multimodal Metaphor and Metonymy in Advertising to what we already know?
- We live in a multimodal world
- However, we need verbal metaphor to investigate multimodal metaphor
- Metaphor is not everything
- Figurative complexity can be pinned down
- Metonymy matters (a lot)
- Metaphor and metonymy are used creatively (yet to a limited and predictable extent)
- Multimodal metaphor and metonymy can make better advertisements
- Multimodal metaphor and metonymy matter to advertisers and cognitive scientists
- 9.3Implications of this book for future research on multimodal metaphor and metonymy
- 9.4Reverse engineering and suggestions for further research
- The economic use of visuals and text in printed advertising is not necessarily linked to the volume and complexity of the conceptual configuration structuring the advertisement
- Keep it simple
- Metaphtonymies are helpful
- Conceptual complexes based on chaining are more likely to require greater cognitive effort than integration-based complexes
- Eye movements in multimodal metaphor processing are likely to be different from non-figurative images
- Metaphor will create more positive attitudes towards a product
- 9.5Closing notes
