Recontextualizing social practices and globalization
Multimodal metaphor and fictional storytelling in printed and internet ads
Mots-clés :
multimodal metaphor, advertising, narrative, sociocultural variationRésumé
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 CMT and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualised 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 2001-2009; 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 of a campaign of a global brand (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.
Keywords: multimodal metaphor, advertising, narrative, socio-cultural variation.
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