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

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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.
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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
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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

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