Research Article
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Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements

Year 2024, , 89 - 113, 30.06.2024

Melike Baş

https://doi.org/10.18492/dad.1312248

Abstract

This study aims to investigate the verbal and pictorial metaphors as a kind of multimodal metaphors within the frame of cognitive linguistics (Forceville, 1996). For this purpose, a micro analysis of three advertisement posters of Turkish Airlines addressed to international passengers was carried out. The verbal and visual texts on the posters were examined within the multimodal metaphor analysis framework proposed by Forceville (1996, 2009) and developed by Pérez Sobrino (2017), and how the cognitive mechanisms in the posters reached the pragmatic effect was discussed. The findings of the study showed that the examined posters were designed in a way that emphasize the service quality of the company, highlight the concepts of modernization and globalization, and activate the senses of the passengers through several conceptual metaphors and metonymies.

Keywords

verbo-pictorial metaphor metonymy multimodality advertisement

Thanks

This research article is a developed version of a conference paper titled ‘Reklam Afişlerinde Sözel ve Görsel Metaforlar: Türk Hava Yolları Örneği’ presented at the 35th National Linguistics Conference (35. Ulusal Dilbilim Kurultayı) May 2022 and published in Dilbilimde Güncel Tartışmalar by Dilbilim Derneği Yayınları.

References

  • Açıkyıldız, B. (2022). Bağımlılık temalı karikatürlerde görsel ve çok-modlu metaforların ve metonı̇mı̇lerı̇n görünümlerı̇. Master’s Thesis. Ankara University.
  • Bounegru, L., & Forceville, C. (2011). Metaphors in editorial cartoons representing the global financial crisis. Visual Communication, 10(2), 209–229. https://doi.org/10.1177/1470357211398446
  • Charteris-Black, J. (2018). Analysing political speeches: Rhetoric, discourse and metaphor (2nd ed). Palgrave Macmillan.
  • El Refaie, E. (2003). Understanding visual metaphors: The example of newspaper cartoons. Visual Communication, 2(1), 75–95. https://doi.org/10.1177/1470357203002001755
  • Feng, D., & Wu, X. (2022). Coronavirus, demons, and war: Visual and multimodal metaphor in Chinese public service advertisements. Sage Open, 12(1), 1-13. https://doi.org/10.1177/21582440221078855
  • Forceville, C. (1996). Pictorial metaphor in advertising. Routledge.
  • Forceville, C. (2002). The identification of target and source in pictorial metaphors. Journal of Pragmatics, 34(1), 1-14. https://doi.org/10.1016/S0378-2166(01)00007-8
  • Forceville, C. (2006). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In G. Kristiansen, M. Achard, R. Dirven & F. Ruiz de Mendoza Ibáñez (Eds.), Cognitive linguistics: Current applications and future perspectives (pp. 379-402). Mouton de Gruyter.
  • Forceville, C. (2008a). Metaphor in pictures and multimodal representations. In R. W. Gibbs (Ed), The Cambridge handbook of metaphor and thought (pp. 462-482). Cambridge University Press.
  • Forceville, C. (2008b). Pictorial and multimodal metaphor in commercials. In E. F. McQuarrie, & B. J. Phillips (Eds), Go figure! New directions in advertising rhetoric (pp. 272-310). ME Sharpe.
  • Forceville, C. (2009). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 19-42). Mouton de Gruyter.
  • Forceville, C. (2016). Pictorial and multimodal metaphor. In N. M. Klug & H. Stöckl (Eds.), Handbuch sprache im multimodalen kontext [The language in multimodal contexts handbook] (pp.241-260). Mouton de Gruyter.
  • Forceville, C. (2020). Visual and multimodal communication: Applying the relevance principle. Oxford University Press.
  • Forceville, C., & Uriós-Aparisi, E. (Eds.) (2009). Multimodal metaphor. Mouton de Gruyter.
  • Gardner, R., & Luchtenberg, S. (2000). Reference, image, text in German and Australian advertising posters. Journal of Pragmatics, 32(12), 1807-1821. https://doi.org/10.1016/S0378-2166(99)00117-4
  • Godioli, A., & Pedrazzini, A. (2019). Falling stars and sinking ships: Framing and metaphor in cartoons about Brexit. Journal of European Studies, 49(3-4), 302–323. https://doi.org/10.1177/0047244119859167
  • Hidalgo Downing, L., & Kraljevic Mujic, B. (2011). Multimodal metonymy and metaphor as complex discourse resources for creativity in ICT advertising discourse. In F. Gonzálvez, S. Peña & L. Pérez-Hernández (Eds.), Metaphor and metonymy revisited beyond the Contemporary Theory of Metaphor. Special Issue of the Review of Cognitive Linguistics, 9(1), 153–178.
  • Koller, V. (2009). Brand images: Multimodal metaphor in corporate branding messages. In C. Forceville & E. Urios-Aparisi (Eds), Multimodal Metaphor (pp. 45–71). Mouton de Gruyter.
  • Kövecses, Z. (2020). Extended conceptual metaphor theory. Cambridge University Press.
  • Kress, G. (2010). Multimodality: A social semiotic approach to contemporary communication. Routledge.
  • Kress, G. R., & van Leeuwen, T. (2006) [1996]. Reading images: The grammar of visual design. Routledge.
  • Küçükerdoğan, R., Zeybek I., & Ekı̇n, V. (2011). The global advertising of a local brand in terms of analyzing the visual content: Turkish Airlines globally yours advertising campaign. The Turkish Online Journal of Design, Art and Communication – TOJDAC, 1(1), 40-50.
  • Li, J., & Dai, G. (2020). Multimodal metaphor analysis of print advertisements based on the conceptual blending theory exploring the hidden ideology---sign-consumption. International Business Research, 13(5), 31-45. https://doi.org/10.5539/ibr.v13n5p31
  • Negro Alousque, I. (2014a). Verbo-pictorial metaphor in French advertising. Journal of French Language Studies, 24, 155-180. https://doi.org/10.1017/S0959269513000045
  • Negro Alousque, I. (2014b). Pictorial and verbo-pictorial metaphor in Spanish political cartooning. Círculo de Lingüística Aplicada a la Comunicación, 57, 59–84. https://doi.org/10.5209/rev_CLAC.2014.v57.44515
  • Negro, I., Šorm, E., & Steen, G. (2017). General image understanding in visual metaphor identification. Odisea, 18, 113-131.
  • Nizam, F. (2020). Küresel markaların otantik unsurları kullanımı: Türk Hava Yolları “Yolculuk” reklamı örneği ile yerel kültür öğelerinin küreselde sunumu [Use of the authentic elements of global brands: The global presentation of local cultural items with the sample of the Turkish Airlines “Journey” advertisement]. Ege Üniversitesi İletişim Fakültesi Yeni Düşünceler Hakemli E-Dergisi, (14), 156-173.
  • Oxford (2000). Serve. In Oxford advanced learner’s dictionary (6th ed., p. 1075). Oxford University Press.
  • Oxford (2000). Style. In Oxford advanced learner’s dictionary (6th ed., p. 1193). Oxford University Press.
  • Özcan, Ş. (2021). Türk Hava Yolları’nın 85. yıl reklamı: Milliyetçi söylemin tüketim kültürüne yansıması üzerine bir inceleme. İletişim Çalışmaları Dergisi, 7(2), 357-381.
  • Pérez Sobrino, P. (2017). Multimodal metaphor and metonymy in advertising. John Benjamins.
  • Porto, M. D., & Romano, M. (2019). Transmodality in metaphors: TIDES in Spanish social protest movements. In I. Navarro Ferrando (Ed.), Current approaches to metaphor analysis in discourse (pp. 321- 346). De Gruyter.
  • Semino, E. (2008). Metaphor in discourse. Cambridge University Press.
  • Steen, G. J., Dorst, A. G., J., Herrmann, B. A., Kaal, A., Krennmayr T., & Pasma, T. (2010). A method for linguistic metaphor identification: from MIP to MIPVU. John Benjamins.
  • Sweetser, E. (1990). From etymology to pragmatics: Metaphorical and cultural aspects of semantic structure. Cambridge University Press.
  • Tzanne, A. (2013). When the advertised product is not the target: Multimodal metaphor in Greek TV commercials. Brno Studies in English, 39(1), 107-128. https://doi.org/10.5817/BSE2013-1-6
  • Urios-Aparisi, E. (2009). Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies. In C. J. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 95–117). Mouton de Gruyter.
  • Van Dijk, T. A. (2008). Discourse and context: A sociocognitive approach. Cambridge University Press.
  • Yılmaz, M., & Mazlum, H. (2019). Kültürel motiflerin reklam üzerinde kullanımı: Türk Hava Yolları lale motifi örneği [Using cultural motifs on advertising: Turkish Airlines tulip motif example]. Akdeniz Sanat, 13(23), 59-69.
  • Yu, N. (2009). Nonverbal and multimodal manifestation of metaphors and metonymies: A case study. In C. J. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 119-143). Mouton de Gruyter.

Türk Hava Yolu Reklamlarında Çok-Düzlemli Metaforlar ve Metonimiler

Year 2024, , 89 - 113, 30.06.2024

Melike Baş

https://doi.org/10.18492/dad.1312248

Abstract

Bu çalışma, çok-düzlemli metaforların bir türü olan sözel ve resimli metaforları bilişsel dilbilim çerçevesi içinde incelemeyi amaçlamaktadır (Forceville, 1996). Bu amaçla, Türk Hava Yollarına ait uluslararası yolcular için tasarlanan üç reklam afişinin mikro çözümlemesi yapılmıştır. Afişlerdeki özel ve görsel metinler Forceville (1996, 2009) tarafından öne sürülen ve Pérez Sobrino (2017) tarafından geliştirilen çok-düzlemli metafor çözümlemesi çerçevesinde incelenmiş ve afişlerdeki bilişsel mekanizmaların edimbilimsel etkiye nasıl ulaştıkları tartışılmıştır. Çalışmanın bulguları, incelenen afişlerin, çeşitli kavramsal metafor ve metonimiler yoluyla havayolu firmasının hizmet kalitesini vurgulayacak, modernleşme ve küreselleşme kavramlarını ön plana çıkaracak ve yolcuların duyularını harekete geçirecek şekilde tasarlandığını göstermiştir.

Keywords

sözel-resimli metafor metonimi çok-düzlemlilik reklam

References

  • Açıkyıldız, B. (2022). Bağımlılık temalı karikatürlerde görsel ve çok-modlu metaforların ve metonı̇mı̇lerı̇n görünümlerı̇. Master’s Thesis. Ankara University.
  • Bounegru, L., & Forceville, C. (2011). Metaphors in editorial cartoons representing the global financial crisis. Visual Communication, 10(2), 209–229. https://doi.org/10.1177/1470357211398446
  • Charteris-Black, J. (2018). Analysing political speeches: Rhetoric, discourse and metaphor (2nd ed). Palgrave Macmillan.
  • El Refaie, E. (2003). Understanding visual metaphors: The example of newspaper cartoons. Visual Communication, 2(1), 75–95. https://doi.org/10.1177/1470357203002001755
  • Feng, D., & Wu, X. (2022). Coronavirus, demons, and war: Visual and multimodal metaphor in Chinese public service advertisements. Sage Open, 12(1), 1-13. https://doi.org/10.1177/21582440221078855
  • Forceville, C. (1996). Pictorial metaphor in advertising. Routledge.
  • Forceville, C. (2002). The identification of target and source in pictorial metaphors. Journal of Pragmatics, 34(1), 1-14. https://doi.org/10.1016/S0378-2166(01)00007-8
  • Forceville, C. (2006). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In G. Kristiansen, M. Achard, R. Dirven & F. Ruiz de Mendoza Ibáñez (Eds.), Cognitive linguistics: Current applications and future perspectives (pp. 379-402). Mouton de Gruyter.
  • Forceville, C. (2008a). Metaphor in pictures and multimodal representations. In R. W. Gibbs (Ed), The Cambridge handbook of metaphor and thought (pp. 462-482). Cambridge University Press.
  • Forceville, C. (2008b). Pictorial and multimodal metaphor in commercials. In E. F. McQuarrie, & B. J. Phillips (Eds), Go figure! New directions in advertising rhetoric (pp. 272-310). ME Sharpe.
  • Forceville, C. (2009). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 19-42). Mouton de Gruyter.
  • Forceville, C. (2016). Pictorial and multimodal metaphor. In N. M. Klug & H. Stöckl (Eds.), Handbuch sprache im multimodalen kontext [The language in multimodal contexts handbook] (pp.241-260). Mouton de Gruyter.
  • Forceville, C. (2020). Visual and multimodal communication: Applying the relevance principle. Oxford University Press.
  • Forceville, C., & Uriós-Aparisi, E. (Eds.) (2009). Multimodal metaphor. Mouton de Gruyter.
  • Gardner, R., & Luchtenberg, S. (2000). Reference, image, text in German and Australian advertising posters. Journal of Pragmatics, 32(12), 1807-1821. https://doi.org/10.1016/S0378-2166(99)00117-4
  • Godioli, A., & Pedrazzini, A. (2019). Falling stars and sinking ships: Framing and metaphor in cartoons about Brexit. Journal of European Studies, 49(3-4), 302–323. https://doi.org/10.1177/0047244119859167
  • Hidalgo Downing, L., & Kraljevic Mujic, B. (2011). Multimodal metonymy and metaphor as complex discourse resources for creativity in ICT advertising discourse. In F. Gonzálvez, S. Peña & L. Pérez-Hernández (Eds.), Metaphor and metonymy revisited beyond the Contemporary Theory of Metaphor. Special Issue of the Review of Cognitive Linguistics, 9(1), 153–178.
  • Koller, V. (2009). Brand images: Multimodal metaphor in corporate branding messages. In C. Forceville & E. Urios-Aparisi (Eds), Multimodal Metaphor (pp. 45–71). Mouton de Gruyter.
  • Kövecses, Z. (2020). Extended conceptual metaphor theory. Cambridge University Press.
  • Kress, G. (2010). Multimodality: A social semiotic approach to contemporary communication. Routledge.
  • Kress, G. R., & van Leeuwen, T. (2006) [1996]. Reading images: The grammar of visual design. Routledge.
  • Küçükerdoğan, R., Zeybek I., & Ekı̇n, V. (2011). The global advertising of a local brand in terms of analyzing the visual content: Turkish Airlines globally yours advertising campaign. The Turkish Online Journal of Design, Art and Communication – TOJDAC, 1(1), 40-50.
  • Li, J., & Dai, G. (2020). Multimodal metaphor analysis of print advertisements based on the conceptual blending theory exploring the hidden ideology---sign-consumption. International Business Research, 13(5), 31-45. https://doi.org/10.5539/ibr.v13n5p31
  • Negro Alousque, I. (2014a). Verbo-pictorial metaphor in French advertising. Journal of French Language Studies, 24, 155-180. https://doi.org/10.1017/S0959269513000045
  • Negro Alousque, I. (2014b). Pictorial and verbo-pictorial metaphor in Spanish political cartooning. Círculo de Lingüística Aplicada a la Comunicación, 57, 59–84. https://doi.org/10.5209/rev_CLAC.2014.v57.44515
  • Negro, I., Šorm, E., & Steen, G. (2017). General image understanding in visual metaphor identification. Odisea, 18, 113-131.
  • Nizam, F. (2020). Küresel markaların otantik unsurları kullanımı: Türk Hava Yolları “Yolculuk” reklamı örneği ile yerel kültür öğelerinin küreselde sunumu [Use of the authentic elements of global brands: The global presentation of local cultural items with the sample of the Turkish Airlines “Journey” advertisement]. Ege Üniversitesi İletişim Fakültesi Yeni Düşünceler Hakemli E-Dergisi, (14), 156-173.
  • Oxford (2000). Serve. In Oxford advanced learner’s dictionary (6th ed., p. 1075). Oxford University Press.
  • Oxford (2000). Style. In Oxford advanced learner’s dictionary (6th ed., p. 1193). Oxford University Press.
  • Özcan, Ş. (2021). Türk Hava Yolları’nın 85. yıl reklamı: Milliyetçi söylemin tüketim kültürüne yansıması üzerine bir inceleme. İletişim Çalışmaları Dergisi, 7(2), 357-381.
  • Pérez Sobrino, P. (2017). Multimodal metaphor and metonymy in advertising. John Benjamins.
  • Porto, M. D., & Romano, M. (2019). Transmodality in metaphors: TIDES in Spanish social protest movements. In I. Navarro Ferrando (Ed.), Current approaches to metaphor analysis in discourse (pp. 321- 346). De Gruyter.
  • Semino, E. (2008). Metaphor in discourse. Cambridge University Press.
  • Steen, G. J., Dorst, A. G., J., Herrmann, B. A., Kaal, A., Krennmayr T., & Pasma, T. (2010). A method for linguistic metaphor identification: from MIP to MIPVU. John Benjamins.
  • Sweetser, E. (1990). From etymology to pragmatics: Metaphorical and cultural aspects of semantic structure. Cambridge University Press.
  • Tzanne, A. (2013). When the advertised product is not the target: Multimodal metaphor in Greek TV commercials. Brno Studies in English, 39(1), 107-128. https://doi.org/10.5817/BSE2013-1-6
  • Urios-Aparisi, E. (2009). Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies. In C. J. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 95–117). Mouton de Gruyter.
  • Van Dijk, T. A. (2008). Discourse and context: A sociocognitive approach. Cambridge University Press.
  • Yılmaz, M., & Mazlum, H. (2019). Kültürel motiflerin reklam üzerinde kullanımı: Türk Hava Yolları lale motifi örneği [Using cultural motifs on advertising: Turkish Airlines tulip motif example]. Akdeniz Sanat, 13(23), 59-69.
  • Yu, N. (2009). Nonverbal and multimodal manifestation of metaphors and metonymies: A case study. In C. J. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 119-143). Mouton de Gruyter.
There are 40 citations in total.

Details

Primary Language English
Subjects Cognitive Linguistics
Journal Section Research Articles
Authors

Melike Baş 0000-0002-4104-8719

Publication Date June 30, 2024
Published in Issue Year 2024

Cite

APA Baş, M. (2024). Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements. Dilbilim Araştırmaları Dergisi, 35(1), 89-113. https://doi.org/10.18492/dad.1312248

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Dergi DOI:10.18492/dad