Pictorial and verbo-pictorial metaphor in Spanish political cartooning

In the last forty years the development of the Cognitive Metaphor Theory (Lakoff 1987, 2006, Lakoff & Johnson 1980) has given rise to a great amount of research into metaphor. The study of verbal metaphor was followed by several investigations into visual and multimodal metaphor (Forceville 2007, 2008, 2009). Whereas monomodal metaphor occurs in a single mode of representation, for instance verbal metaphor, pictorial metaphor or auditory metaphor, multimodal metaphor occurring in diverse modes, for instance verbo-pictorial metaphor. In much the same way, there have been numerous studies on metaphor-metonymy interaction cases in specialized genres. In the present article we explore monomodal visual and multimodal verbo-pictorial metaphors, and multimodal cases of metaphor-metonymy interaction (i.e. verbo-pictorial metonymy-based metaphors) in a corpus of Spanish print political cartoon strips drawn from the popular newspaper El País

Developments in ESP: from register analysis to a genre-based and CLIL-based approach

English for Specific Purposes (ESP) has developed in the last five decades in response to learners’ communicative needs in specific scientific fields and professional settings. Since its emergence in the 1960s the number of publications on ESP has spread both on a theoretical and practical basis, although the bulk of the research has focused on ESP pedagogy, syllabus, course design and classroom-based practice. The present paper aims to trace the evolution of ESP from the beginning of the movement in the mid-1960s to the present day. We will see that the major ESP developments are in consonance with developments in the fields of theoretical and applied linguistics.  In this light, four phases can be distinguished: (1) mid-1960 – early 1970s; (2) mid-1970s – mid-1980s; (3) mid-1980s – 1990s; (4) 2000–present. Another outstanding development in ESP is related to the predominance of the different ESP strands. While English for Science and Technology was dominant in early ESP, today English for Academic Purposes and Business English are the largest areas of activity

El significado figurado en el léxico cultural: análisis de un campo léxico

The relationship between language and culture has been a postulate of modern linguistics since the Sapir-Whorfi an hypotheses. Such connection is particularly noticeable in lexis. The purpose of this article is to study the lexis belonging to cultural domains through the analysis of the English vocabulary from the domain of the weather and to examine the figurative meaning of the lexical units from this domain. La relación entre lengua y cultura es uno de los postulados de la lingüística moderna desde la teoría de Sapir-Whorf. Esta relación se manifiesta especialmente en el léxico. El objetivo del presente artículo es estudiar el léxico perteneciente a dominios culturales) a través del análisis del vocabulario asociado al dominio del clima en la lengua inglesa, y examinar el uso figurado de las unidades léxicas de dicho dominio

CULTURAL DOMAINS: TRANSLATION PROBLEMS

[EN] Much of the lexis of a language has a cultural referent and is thus specific to a speech community. The meaning of culturally marked words is often difficult to grasp without some cultural knowledge and poses translation problems, particularly when the words are associated with cultural domains (Nida, 2001). In the present paper we focus on the French cultural domain of cooking. After outlining the elements of the domain, we analyse the difficulties in translating the lexical units from the domain and the range of translation procedures which try to account for their meaning.Negro Alousque, I. (2009). CULTURAL DOMAINS: TRANSLATION PROBLEMS. Revista de Lingüística y Lenguas Aplicadas. 4:137-145. doi:10.4995/rlyla.2009.740SWORD137145

The Role of Text in the Identification of Visual Metaphor in Advertising

AbstractIn the last decades visual metaphor has been considerably researched, particularly in advertising. Several methods have been developed for the identification and analysis of visual metaphor (e.g. Forceville, 1996, 2008; Phillips, 2003; Gkiouzepas & Hogg, 2011). Identifying the metaphorical meaning of the image on the basis of formal and conceptual categories is quite straightforward in these methods. In this paper we provide an insight into the role of text in identifying visual metaphor in ads through the quantitative analysis of a small sample of online ads. Although the image may stand out as a separate unit, the verbal element often helps to determine the metaphoricity of the image. The image-text interaction has been discussed by several scholars such as Barthes (1977) and Kress and van Leeuwen (2006). Whereas Barthes sees the relationship in terms of dependence of the image on the text, Kress and van Leeuwen claim that they are connected but independent. Our study leads us to postulate a metaphoricity scale of the image on the basis of its relationship with the text

Le lexique de la cuisine française

France is renowned for its cuisine (Wilson 1977: 201). French cuisine is characterized by the abundance of foods, courses and desserts. In addition to the typical dishes (boeuf borguignon, onion soup, crêpes suzette), we find regional dishes: the cassoulet from Toulouse, the Breton far, the ratatouille from Nice and the Lorraine quiche. In the present article we analyse the lexis of French cooking through texts from a wide range of cookery magazines. The analysis of recipes and cookery articles reveals a metalanguage with its own vocabulary and grammatical structure.Francia es considerada como el país de la gastronomía (Wilson 1977: 201). La cocina francesa se caracteriza por la abundancia de productos, platos y postres. Junto a los platos clásicos (boeuf borguignon, sopa de cebolla, crêpes suzette), encontramos especialidades regionales: el cassoulet de Toulouse, el far bretón, la ratatouille de Niza y la quiche de Lorena. En el presente artículo analizamos el léxico de la cocina francesa a través de textos extraídos de numerosas revistas de cocina. El análisis de recetas y artículos de cocina revela un metalenguaje con un vocabulario y una estructura gramatical propios.La France est réputée être le pays de la gastronomie (Wilson 1977: 201). La cuisine française est riche aussi bien en produits qu'en mets et desserts. Outre les plats classiques (boeuf bourguignon, soupe à l'oignon, crêpes suzette), on y retrouve des spécialités régionales: cassoulet toulousain, far breton, ratatouille niçoise, quiche lorraine. Dans cet article nous étudions le lexique de la cuisine française à travers des textes extraits de nombreuses revues de cuisine. L'analyse de recettes et d'articles de cuisine révèle un métalangage avec son vocabulaire et sa structure grammaticale

Metaphor and Metonymy in Food Idioms

In recent decades, the development of the Conceptual Metaphor Theory, put forward by Lakoff and other scholars. In this light, metaphor and metonymy have been found to provide a semantic motivation for a considerable number of idiomatic expressions. Within this framework, the present contribution explores the cognitive motivation of food idioms in English (e.g., ‘be a cup of tea,’ ‘bread and butter,’ ‘walking on eggshells’) and Spanish (e.g., darse pisto, tener mala uva, cortar el bacalao). The analysis reveals that idiomatic meaning often relies on metaphoric amalgams and metonymic chains, or on the interaction between metaphor and metonymy

Metaphor and Ideology in the Business Press: The Case of the Endesa Takeover

Ideology is present in language (Fairclough 1989) and is embodied in a range of linguistic devices. Metaphor is one of such devices, as has been shown in recent research (Fairclough 1992; Dirven and Frank 2001). In this article we explore the metaphorical base of the Spanish and British journalistic discourse on a specific business issue —the Endesa takeover— and the way ideology operates. The empirical data for our survey have been drawn from two newspapers (El País, Financial Times) published over a period running from September 2005 to April 2007. Our main assumption is that metaphor has an ideological value which is manifested through the positive or negative axiologisation of the takeover.La ideología está presente en el lenguaje (Fairclough 1989) y se plasma en una serie de recursos lingüísticos. La metáfora es uno de esos recursos, como se ha demostrado en investigaciones recientes (Fairclough 1992; Dirven y Frank 2001). En este artículo exploramos la base metafórica del discurso periodístico español y británico sobre un tema empresarial concreto -la adquisición de Endesa- y el modo en que opera la ideología. Los datos empíricos para nuestro estudio se han extraído de dos periódicos (El País, Financial Times) publicados durante un periodo que va de septiembre de 2005 a abril de 2007. Nuestra hipótesis principal es que la metáfora tiene un valor ideológico que se manifiesta a través de la axiologización positiva o negativa de la adquisición

The motivation of french colour idioms

The use of figurative language is not limited to poetry but rather pervades everyday speech. Figurative language has been a central research subject in the last years which has been approached from different perspectives: psychological, cognitive and linguistic. The present contribution paper focuses on a central set of figurative expressions, colour idioms, in the French language. The study concerns the different types of motivation (metaphoric or cultural) underlying French colour idioms

Les métaphores du virus COVID-19 dans les discours d’Emmanuel Macron et de Pedro Sánchez

En las últimas décadas, la metáfora en el discurso especializado ha sido objeto de numerosas investigaciones. Desde una perspectiva cognitiva, el presente artículo analiza la conceptualización del virus COVID-19 en los discursos pronunciados por Emmanuel Macron, el presidente francés, y Pedro Sánchez, el presidente del Gobierno español, entre marzo y junio de 2020. El análisis revela una red de metáforas conceptuales que describen el virus como un ser animado o una catástrofe natural, así como las acciones para contenerlo como una guerra. Este marco metafórico desempeña tres funciones: (1) subrayar los efectos devastadores del virus; (2) inspirar coraje y esperanza; (3) apelar a la unión del país para frenar la pandemia.Au cours des dernières décennies, la métaphore dans les discours spécialisés a fait l’objet de nombreuses recherches. Prenant appui sur l’approche cognitive de la métaphore, cet article se propose d’analyser la conceptualisation du virus COVID-19 dans les discours prononcés par Emmanuel Macron, le Président de la République française, et Pedro Sánchez, le chef du gouvernement espagnol, entre mars et juin 2020. L’analyse permet de dégager un réseau de métaphores conceptuelles qui décrivent le virus comme un être animé ou une catastrophe naturelle, et l’action pour le contenir comme une guerre. Tout en soulignant les effets dévastateurs du virus, ce cadre métaphorique sert à inspirer le courage et l’espérance et à faire appel à l’union nationale pour enrayer l’épidémie