BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//ceres.rub.de//events//
CALSCALE:GREGORIAN
METHOD:PUBLISH
X-WR-TIMEZONE:UTC
BEGIN:VEVENT
SUMMARY:Visual and Multimodal Metaphor in Advertising and Political Cartoo
 ns
DTSTART:20250120T151500Z
DTEND:20250120T164500Z
DTSTAMP:20260510T180156Z
UID:visual-and-multimodal-metaphor-in-advertising-and-12123@ceres.rub.de
CATEGORIES:
DESCRIPTION:Guest Lecture by Dr. Charles Forceville (University of Amsterd
 am)\n\nMetaphor\, according to Lakoff and Johnson\, is “primarily a matt
 er of thought and action\, and only derivatively a matter of language” (
 1980: 153). If this is correct\, then metaphor should occur in other modes
  than only the verbal mode. And that\, indeed\, turns out to be the case. 
 This presentation focuses on two genres in which visual and multimodal (he
 re: verbo-pictorial) metaphors are used abundantly: Advertising and politi
 cal cartoons. While across the two genres\, the metaphors’ formal appear
 ance does not differ much\, the genres steer the viewer and analyst into d
 ifferent interpretation strategies. After briefly (re)visiting some of the
  basics of metaphor theory as developed by Max Black and Lakoff and Johnso
 n\, I will present many examples of metaphors in both genres.
LOCATION:CERES-Palais\, Raum "Ruhrpott" (4.13)
URL:https://sfb1475.ruhr-uni-bochum.de/de/veranstaltung/visual-and-multimo
 dal-metaphor-in-advertising-and/
END:VEVENT
END:VCALENDAR