Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements
This study aims to investigate the verbal and pictorial metaphors as a kind of multimodal metaphors within the frame of cognitive linguistics (Forceville, 1996). For this purpose, a micro analysis of three advertisement posters of Turkish Airlines addressed to international passengers was carried ou...
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| Format: | Article |
| Language: | English |
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Dilbilim Derneği (The Linguistics Association)
2024-06-01
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| Series: | Dilbilim Araştırmaları Dergisi |
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| Online Access: | http://dad.boun.edu.tr/tr/download/article-file/3199807 |
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| _version_ | 1841561382039846912 |
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| author | Melike BAŞ |
| author_facet | Melike BAŞ |
| author_sort | Melike BAŞ |
| collection | DOAJ |
| description | This study aims to investigate the verbal and pictorial metaphors as a kind of multimodal metaphors within the frame of cognitive linguistics (Forceville, 1996). For this purpose, a micro analysis of three advertisement posters of Turkish Airlines addressed to international passengers was carried out. The verbal and visual texts on the posters were examined within the multimodal metaphor analysis framework proposed by Forceville (1996, 2009) and developed by Pérez Sobrino (2017), and how the cognitive mechanisms in the posters reached the pragmatic effect was discussed. The findings of the study showed that the examined posters were designed in a way that emphasize the service quality of the company, highlight the concepts of modernization and globalization, and activate the senses of the passengers through several conceptual metaphors and metonymies. |
| format | Article |
| id | doaj-art-d157d41d546e462684006adf631b9d8b |
| institution | Kabale University |
| issn | 1300-8552 2587-0939 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Dilbilim Derneği (The Linguistics Association) |
| record_format | Article |
| series | Dilbilim Araştırmaları Dergisi |
| spelling | doaj-art-d157d41d546e462684006adf631b9d8b2025-01-03T01:43:01ZengDilbilim Derneği (The Linguistics Association)Dilbilim Araştırmaları Dergisi1300-85522587-09392024-06-013518911310.18492/dad.1312248 Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements Melike BAŞ0https://orcid.org/0000-0002-4104-8719Amasya UniversityThis study aims to investigate the verbal and pictorial metaphors as a kind of multimodal metaphors within the frame of cognitive linguistics (Forceville, 1996). For this purpose, a micro analysis of three advertisement posters of Turkish Airlines addressed to international passengers was carried out. The verbal and visual texts on the posters were examined within the multimodal metaphor analysis framework proposed by Forceville (1996, 2009) and developed by Pérez Sobrino (2017), and how the cognitive mechanisms in the posters reached the pragmatic effect was discussed. The findings of the study showed that the examined posters were designed in a way that emphasize the service quality of the company, highlight the concepts of modernization and globalization, and activate the senses of the passengers through several conceptual metaphors and metonymies.http://dad.boun.edu.tr/tr/download/article-file/3199807verbo-pictorial metaphormetonymymultimodalityadvertisement |
| spellingShingle | Melike BAŞ Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements Dilbilim Araştırmaları Dergisi verbo-pictorial metaphor metonymy multimodality advertisement |
| title | Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements |
| title_full | Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements |
| title_fullStr | Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements |
| title_full_unstemmed | Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements |
| title_short | Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements |
| title_sort | multimodal metaphors and metonymies in turkish airlines advertisements |
| topic | verbo-pictorial metaphor metonymy multimodality advertisement |
| url | http://dad.boun.edu.tr/tr/download/article-file/3199807 |
| work_keys_str_mv | AT melikebas multimodalmetaphorsandmetonymiesinturkishairlinesadvertisements |