Rôles de la métaphore verbale et de l’image matérielle comme outils argumentatifs dans le discours publicitaire : étude contrastive de supports publicitaires allemands, anglais et français

Abstract : The present article studies the argumentative function from the per-spective of the combination of verbal metaphors and pictorial elements in print advertising. Based on a cognitive approach, the authors exam-ine the role of metaphor as a means to foster argumentation, in particu-lar the visual metaphor (or pictorial elements) as well as the difference between monomodal and multimodal metaphors. A contrastive analysis of English, French and German print adverts brings to light different types of relations between verbal metaphors and pictorial elements as to their argumentative force.
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-01629314
Contributor : Günter Schmale <>
Submitted on : Monday, November 6, 2017 - 12:15:44 PM
Last modification on : Wednesday, January 30, 2019 - 12:01:31 PM

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Günter Schmale, Denis Jamet. Rôles de la métaphore verbale et de l’image matérielle comme outils argumentatifs dans le discours publicitaire : étude contrastive de supports publicitaires allemands, anglais et français. Domenec, Fanny / Resche, Catherine. La fonction argumentative de la métaphore dans les discours spécialisés, Peter Lang, A paraître. ⟨hal-01629314⟩

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