Multimodal Metaphor Analysis

In accordance with Lakoff and Johnson, Forceville bases his theory of multimodal metaphor on the notion that metaphor seems to be a cognitive phenomenon rather than a purely linguistic one (Lundmark 2005: 54). In his framework, he distinguishes between monomodal and multimodal metaphor: Whereas in monomodal metaphor, the source and target domain are exclusively or predominantly rendered in one mode, which is for instance the case in the classical, verbal metaphors, in multimodal metaphors the target and source are both represented in different modes (Forceville 2009: 22 – 25). Possible modes for representing a source or target are for instance (but not exclusively) pictoral, written, and spoken signs, gestures, sounds, and touch (ibid.: 23).

Consequently, a number of approaches have been developed by researchers. For instance, Larsen, Luna and Peracchio (2004) have shown that systematic modifications of the visual elements, such as the angle or the cutting rate, have an impact on how the image is processed in an interesting series of experiments. However, the focus of this paper is on the spatial layout of the different elements of a visual metaphor within a picture. There are three different approaches to classify visual metaphors systematically referring to the spatial organization. Forceville (2009: 30 – 32) distinguishes between similes, where both the source and the target are separately presented in the picture, metaphors, with two visual objects combining combine target and source into a single object (also hybrid metaphor; cf. figure 2), and last metaphors with only one visually present term, thus either the source or the target are absent in the picture and implied by the visual context (also contextual metaphor). Turning to Phillips and McQuarrie (2004: 114 – 127), their typology for visual rhetorical figures is similar to that of Forceville, but it is further differentiated. It is based on two axes: complexity (the structure of the image) and visual richness

In the following chapter, the analytical framework will be broadened. Alongside the analysis of print advertisements, results from recent research will be integrated in order to explain and to evaluate the impact the employed structures convey for the success of the respective