Abstract:

We live in a world of where communication is rather multimodal: we use various modes, such as language, gesture, sound, pictures and other non-verbal modes often at the same time to communicate messages. We may also use creative forms, such as creative writing or art forms in our texts. Advertising discourse is multimodal and serves as an appropriate context for the analysis of multimodality and especially metaphor. This paper aims to employ conceptual metaphor LIFE IS CELEBRATION used in internet commercials while teaching mechanisms for multimodal metaphor construction. The methodology of the research is based on the theoretical framework elaborated by G. Lakoff and M. Johnson, Ch. Forceville.

The theory defines multimodal metaphor as based on the interaction between the two domains, i.e. target and source. In the case of multimodal metaphor these domains are represented by different modes (pictures, language, music, sound). The results of the recearch reveal that exploitation of the modes in the construction of the metaphor LIFE IS CELEBRATION is different and may depend on the product advertised. The domains are presented visually, verbally, by employing music and other sounds.

The study reveals that multimodal metaphor identification procedure is a venue for students for exploring diverse and multimodal ways to conduct research and illustrate findings.

Keywords:

Visual metaphor, multimodal metaphor teaching, multimodality.