| Popis: |
This paper aims at analyzing multimodal metaphor in People for the Ethical Treatment of Animals (PETA) organization’s campaigns. The paper investigates metaphors appearing in two different domains, i.e. the – visual and verbal domain. Following Lakoff and Johnson’s (1980) Conceptual Metaphor Theory, MIP (Pragglejazz 2007) and principles of pictorial and multimodal metaphor analysis (Forceville 1996, 2009), it is examined how multimodal metaphors are structured and how the verbal and visual elements of metaphors interact in PETA advertisements. Multimodal metaphors appearing in 30 advertisements were identified, described, and categorized according to the most prominent source domains. Four source domains were the most productive, namely HUMAN BEING, OBJECT, ANIMAL and mixed which included simultaneous occurrence of different source domains. The results demonstrate the structural multimodal metaphor patterns in which the source and target domains are appearing in different modes. As regards of the interaction of the two domains, verbal elements have been observed to frequently motivate the pictorial representation of metaphor in PETA campaigns. The results of the study have shown that the close interaction of verbal and pictorial/visual elements of metaphors construct the message conveyed by PETA in their campaigns. |
