INFECTIOUS DISEASES ARE SLEEPING MONSTERS: Conventional and culturally adapted new metaphors in a corpus of abstracts on immunology

In this paper we examine the role played by metaphor in a corpus of sixty abstracts on immunology from Scientific American. We focus on the distinction between conventional metaphors and culturally adapted new metaphors and discuss the role played by metaphor choice in the communicative purposes of the abstracts and their register features. We argue that one of the main strategies used to attract the reader‘s attention is the combination of highly conventionalized metaphors, which occur more frequently in the corpus, together with what we call “culturally adapted new metaphors”, which display different degrees of creativity and are less frequent in the corpus. Conventional metaphors typically reinforce the world view shared by the scientific community and introduce basic ideas on the subject of immunology. Culturally adapted new metaphors include a cline from slightly new perspectives of conventional models, to highly creative uses of metaphor. Culturally adapted new metaphors appeal primarily to a general readership and not to the scientific community, as they tap human emotions and mythic constructions. These play a crucial role in the abstracts, as they contribute to persuasive and didactic communicative functions in the text

Discourse model of metaphor: an analysis of information and communication technologies advertising discourse

Tesis doctoral inédita. Universidad Autónoma de Madrid, Facultad de Filosofía y Letras, Departamento de Filología Inglesa. Fecha de lectura: 27-10-0

Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices