Effet de la mise en évidence et de la dissimulation dans un message multimodal. Analyse de la publicité télévisée « Momester®Nasal » à la lumière de la théorie de l'intégration conceptuelle

Agnieszka Mierzwińska-Hajnos

Résumé


L'article contient uniquement le résumé en anglais.


Mots-clés


multimodalité ; mélange conceptuel ; mode ; mise en évidence ; dissimulation ; publicité télévisuelle

Texte intégral :

PDF (English)

Références


Baker and McKenzie Law Company. Promoting Medical Products Globally. Handbook of Pharma and MedTech Compliance. Poland (2018). Retrieved August 20, 2021, from https://www.bakermckenzie.com/-/media/files/insight/publications/2018/03/healthcare/emea/promoting-medical-products-globally_poland.

Berger, A. A. (1996). Manufacturing Desire: Media, Popular Culture and Everyday Life. New Brunswick: Transaction Publishers.

Cheal, D. (2020). Also sprach Zarathustra – a fanfare that has echoed down the years. Life of a Song. Financial Times. Retrieved August 23, 2022, from https://ig.ft.com/life-of-a-song/also-sprachzarathustra.html.

Cambridge Dictionary Online. Retrieved August 14, 2022, from https://dictionary.cambridge.org/.

El Refaie, E. (2015). Cross-modal resonances in creative multimodal metaphors. Breaking out of conceptual prisons. In M. J. Pinar Sanz (Ed.), Multimodality in Cognitive Linguistics (pp.13–26). Amsterdam, Philadelphia: John Benjamins.

Esslin, M. (1979). Aristotle and the advertisers: The television commercial considered as a form of drama. Kenyon Review, 1(4), 96–108.

Etienne, C., & Vanbaelen, S. (2006). Paving the way to literary analysis through TV commercials. Foreign Language Annals, 39(1), 87–98.

Fabiszak, M. (2017). Komunikacja multimodalna z perspektywy językoznawstwa kognitywnego. In P. Łozowski, & A. Głaz (Eds.), Route 66: From Deep Structures to Surface Meanings.

A Festschrift for Henryk Kardela on his 66th Birthday (pp. 267–276). Lublin: Maria Curie-Skłodowska University Press.

Fang, Y. (2019). Multimodal theories used in advertisement application. Advances in Social Science, Education and Humanities Research, 319, 325–329.

Fauconnier, G. (1985/1994). Mental Spaces: Aspects of Meaning Construction in Natural Language. Cambridge: MIT Press.

Fauconnier, G., & Turner, M. (2002). The Way we Think: Conceptual Blending and the Mind’s Hidden Complexities. New York: Basic Books.

Fauconnier, G., & Turner, M. (2003). Conceptual blending, form and meaning. Recherches en Communication, 19, 57–86.

Forceville Ch. (1996). Pictorial Metaphor in Advertising. London, New York: Routledge.

Forceville, Ch. (2008). Pictorial and multimodal metaphor in commercials. In E. F. McQuarrie, & B. J. Phillips (Eds.), Go figure! New Directions in Advertising Rhetoric (pp. 178–204). Armonk: M.E. Sharpe.

Forceville, Ch. (2009). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In Ch.

Forceville, & Urios-Aparisi, E. (Eds.), Multimodal Metaphor (pp. 19–42). Berlin, New York: De Gruyter.

Habrajska, G. (2017). Stylistyczne gatunki reklamy. In M. Wszołek (Ed.), Manual – reklama. Podręcznik z zakresu projektowania komunikacji (pp. 121–134). Wrocław: Libron.

Iedema, R. (2013). Multimodalna analiza dyskursu: resemiotyzacja na potrzeby dyskursów użytkowych. In A. Duszak, & G. Kowalski (Eds.), Systemowo–funkcjonalna analiza dyskursu (pp. 197–227). Kraków: Universitas.

Imber, J., & Toffler, B.A. (2008). Dictionary of Marketing Terms (4th. ed.). New York: Barron’s Educational Series.

Jewitt, C., Bezemer, J., & O’Halloran, K. (2016). Introducing Multimodality. London: Routledge.

Kress, G. (1998). Front pages: (The critical) analysis of newspaper layout. In A. Bell, & P. Garett, (Eds.), Approaches to Media Discourse (pp. 186–219). Oxford: Blackwell.

Kress, G. (2000). Design and transformation: New theories of meaning. In B. Cope, & M. Kalantzis (Eds.), Multiliteracies: Literacy Learning and the Design of Social Futures (pp. 153–161). New York: Routledge.

Kress, G. (2010). Multimodality: A Social Semiotic Approach to Contemporary Communication. London, New York: Routledge.

Kress, G., & van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Arnold.

Lakoff, G., & Johnson, M. (1980). Metaphors we Live By. Chicago: University of Chicago Press.

Libura, A. (2007). Amalgamaty kognitywne. Powstanie i rozwój koncepcji integracji pojęciowej. In A. Libura (Ed.), Amalgamaty kognitywne w sztuce (pp. 11–66). Kraków: Universitas.

Libura, A. (2010). Teoria przestrzeni mentalnych i integracji pojęciowe: struktura modelu i jego funkcjonalność. Wrocław: Wydawnictwo Uniwersytetu Wrocławskiego.

Moraru, M. 2011. The narrating instances in advertising stories. Journal of Media Research, 9(1), 54–72.

Oakley, T.,& Coulson, S. (2000). Blending basics. Cognitive Linguistics, 11(3-4), 175–196.

Pérez Sobrino, P. (2017). Multimodal Metaphor and Metonymy in Advertising. Amsterdam, Philadelphia: John Benjamins.

Pérez Sobrino, P., Littlemore, J., & Ford, S. (2021). Unpacking Creativity. The Power of Figurative Communication in Advertising. Cambridge: Cambridge University Press.

Periasamy, M.S., Gruba, P., & Subramaniam, G. (2015). A multimodal literary analysis of a television commercial, 3L-Language, Linguistics, Literature. The Southeast Asian Journal of English Language Studies, 21(3), 151–164.

Polarny, A. (2019). Dlaczego muzyka w reklamie jest taka ważna? Retrieved May 5, 2021, from https://creandi.pl/blog/dlaczego-muzyka-w-reklamie-jest-tak-wazna.

Pinar Sanz, M. (2015). Multimodality and Cognitive Linguistics: Introduction. In M. Pinar Sanz (Ed.), Multimodality and Cognitive Linguistics (pp. 1–9). Amsterdam, Philadelphia: John Benjamins.

Rossi, F., & Sindoni. M. G. (2017). The phantoms of the opera: Toward a multidimensional interpretative framework of analysis. In M. G. Sindoni, J. Wildfeuer, & O’Halloran, K. (Eds.), Mapping Multimodal Performance Studies (pp. 61–84). New York, London: Routledge.

Steggerda, M. (2021). Why TV Advertising is More Important Than Ever Before? Retrieved September 10, 2021, from https://www.kctv5marketing.com/blog/why-tv-advertising-is-moreimportant-than-ever-before.

Suggs, L. (2017). The Importance of Music in Advertising and Branding. Retrieved May 2, 2022, from http://adage.com/article/cmo-strategy/sonos-cmo-joy-howard-importance-music/303580/.

Turner, M. (2008). Frame blending. In R. Rossini Favetti (Ed.), Frames, Corpora and Knowledge Representation (pp. 13–32). Bologna: Bologna University Press.

Winiarska, J., & Załazińska, A. (2018). Multimodalność komunikacji. Kraków: Księgarnia Akademicka.

Zawisławska, M. (2011). Metafora w języku nauki. Na przykładzie nauk przyrodniczych. Warszawa: Wydawnictwa Wydziału Polonistyki Uniwersytetu Warszawskiego.

Zimmermann, A., Pawłowski, L., & Zimmermann, R. (2009). Reklama produktów leczniczych Farm Pol, 65(7), 524–531.




DOI: http://dx.doi.org/10.17951/lsmll.2023.47.1.135-147
Date of publication: 2023-03-17 10:37:18
Date of submission: 2022-12-03 21:36:29


Statistiques


Visibilité des résumés - 612
Downloads (from 2020-06-17) - PDF (English) - 277

Indicateurs



Renvois

  • Il n'y a présentement aucun renvoi.


Droit d'auteur (c) 2023, Agnieszka Bożena Mierzwińska-Hajnos

Licence Creative Commons
Ce(tte) œuvre est mise à disposition selon les termes de la Licence Creative Commons Attribution 4.0 International.