Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Clicks: 369
ID: 50856
0000
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Star

Ranked #2 of 4 articles by views in revista brasileira de linguistica aplicada

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
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 Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized 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 in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.
Reference Key
downing0000recontextualizingrevista Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Downing, Laura Hidalgo;Mujic, Blanca Kraljevic;
Journal revista brasileira de linguistica aplicada
Year 0000
DOI
DOI not found
URL
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1984-63982015000200377&lng=en&tlng=en
Keywords
Education Literature (General) social sciences (general) education (general) philology. linguistics language and literature communication. mass media

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.