Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Deliberate conventional metaphor in images
T2 - the case of corporate branding discourse
AU - Ng, Carl Jon Way
AU - Koller, Veronika
PY - 2013
Y1 - 2013
N2 - Recent discussions on the use of metaphor have centered on how it may be used in a way that has been said to require mandatory attention to the fact that it is metaphorical, resulting in what has come to be known as deliberate metaphor (Steen, 2008). While metaphor deliberateness and conventionality/novelty are conceptually distinct, associations are likely to exist in practice. This articlefocuses on the deliberate use of conventional metaphor in images, by way of examining the use of animate and anthropomorphic metaphors in an instance of corporate branding discourse (i.e., the prospectuses of Singapore’s corporatized universities). Through our analysis, we show that deliberate conventional metaphor serves to reinforce particular conceptualizations rather than effect radical conceptual change. Moreover, we discuss visual and multimodal metaphor as deliberate if used in carefully crafted texts and draw on the notion of an image’s connotative meaning to point out how such deliberateness can be further accentuated. The article concludes by discussing some implications for how the degree of conventionality is likely to have an effect on how deliberate metaphor achieves its key objective of changing addressees’ concepts of a particular Target.
AB - Recent discussions on the use of metaphor have centered on how it may be used in a way that has been said to require mandatory attention to the fact that it is metaphorical, resulting in what has come to be known as deliberate metaphor (Steen, 2008). While metaphor deliberateness and conventionality/novelty are conceptually distinct, associations are likely to exist in practice. This articlefocuses on the deliberate use of conventional metaphor in images, by way of examining the use of animate and anthropomorphic metaphors in an instance of corporate branding discourse (i.e., the prospectuses of Singapore’s corporatized universities). Through our analysis, we show that deliberate conventional metaphor serves to reinforce particular conceptualizations rather than effect radical conceptual change. Moreover, we discuss visual and multimodal metaphor as deliberate if used in carefully crafted texts and draw on the notion of an image’s connotative meaning to point out how such deliberateness can be further accentuated. The article concludes by discussing some implications for how the degree of conventionality is likely to have an effect on how deliberate metaphor achieves its key objective of changing addressees’ concepts of a particular Target.
KW - brand identity
KW - metaphor
KW - visual communication
U2 - 10.1080/10926488.2013.797807
DO - 10.1080/10926488.2013.797807
M3 - Journal article
VL - 28
SP - 131
EP - 147
JO - Metaphor and Symbol
JF - Metaphor and Symbol
SN - 1092-6488
IS - 3
ER -