Identifying Metaphors in TV Commercials with FILMIP: The Filmic Metaphor Identification Procedure

Lorena Bort-Mir

doi:10.18172/jes.4623

Authors

Lorena Bort-Mir Universidad Jaume I http://orcid.org/0000-0003-0067-6492

DOI:

https://doi.org/10.18172/jes.4623

Keywords:

Multimodality, multimodal metaphor, metaphor identification, filmic metaphor, FILMIP, advertising

Abstract

The analysis and identification of figurative language is one of the largest research areas in cognitive linguistics, and metaphor is one of these tropes. Focusing on the genre of TV advertising, a structural method for the identification of metaphorical components used in films in a cross-modal fashion is developed in the present paper. A corpus of eleven TV commercials is analyzed under seven steps that guide analysts from the content description of the multimodal materials to the concrete identification of metaphorical elements. This research presents the Filmic Metaphor Identification Procedure (FILMIP, Bort-Mir 2019) as a tool for the identification of metaphorically used filmic components in multimodal filmic materials. More concretely, the paper presents the application of the procedure to two TV commercials from different perfume brands. FILMIP offers a valuable contribution not only to metaphor scholars but also to researchers focused on other fields of study such as multimodality, discourse analysis, communication, branding, or even film theory.

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Author Biography

Lorena Bort-Mir, Universidad Jaume I

Lorena Bort Mir, Ph.D.
Associate Professor
Universitat Jaume I, Castellón, Spain
Lorena Bort-Mir holds her Ph.D on Applied Languages, Literature and Translation, and she’s is an associate professor at Universitat Jaume I, Castellón, within the English Studies Department. She is interested in multimodal metaphor analysis and processing in films. She developed FILMIP, the filmic metaphor identification procedure, in her doctoral thesis. She published articles and papers in various journals, and she has been invited as keynote in various international conferences.

References

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