Paula Perez

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.

This article explores the way in which death metaphors written in the urban mural for David Bowie in London contribute to creatively reframing the artist’s death. While research on death metaphors has focussed on traditional written genres such as obituaries and epitaphs, studies of urban memorials and shrines have focussed on the creation of fandom identities, downplaying the role played by figurativity, creativity and emotional connotation. The present article aims to bridge the gap between these two areas of study by presenting a corpus-based study of 585 items written on the mural for David Bowie. The research questions are: How is Bowie’s death conceptualised? To what extent are death metaphors in Bowie’s mural creative? and What is the relationship between the metaphorical framing of Bowie’s death and the projection of emotional connotations? The findings of our study reveal that Bowie’s songs emerge as a highly productive metaphorical source domain to understand the artist’s death, in which fans recontextualise lines from Bowie’s lyrics in creative and positive ways.

ABSTRACTThis article offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations and use of modal cues. Subsequently, the weight of mode and marketing strategy to trigger more or less amounts of conceptual complexity is analyzed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor–metonymy interactions that stem from the data and that have not yet been surveyed in multimodal use. The results show that metaphtonymy is the most frequet conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advert...

This article aims to provide a corpus-based evidence of the ubiquitous presence of metaphors in verbal discourse about classical music and the embodied basis of metaphors for musical motion. We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-reviewed music academic journals. We applied a systematic method to identify metaphor-related words and to label conceptual metaphors that reduces the analyst’s bias in the identification of metaphors. Our main findings are: the presence of metaphors in academic discourse on music is significantly higher than in academic discourse in general ; most of the identified metaphors to describe musical motion are correlational metaphors ; and metaphors for musical mot..

Rare neuromuscular diseases are a group of pathologies characterized by a progressive loss of muscular strength, atrophy, fatigue, and other muscle-related symptoms, which affect quality of life levels. The low prevalence, high geographical dispersion and disability of these individuals involve difficulties in accessing health and social care services. Teleassistance is presented as a useful tool to perform psychosocial interventions in these situations. The main aim of this research is to assess the effects of a teleassistance psychosocial program on the QoL levels of people with RNMDs who have different levels of disability. A sample of 73 participants was divided into an experimental group, which participated in the intervention, and a control wait list group. QoL was evaluated through the SIP and the SF-36, and disability through the WHO-DAS II. The participants with a moderate to severe level of disability were those who most benefited from the intervention. The results also revealed that the psychosocial teleassistance program was suitable to improve physical and psychosocial aspects of people suffering from a rare neuromuscular disease with a moderate level of disability, but just psychosocial aspects in those with a severe level of disability.