Tag Archives: Visual metaphor

SAVE THE DATE: The Creative Power of Metaphor 29th – 30th March 2019, Oxford, UK

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SAVE THE DATE: The Creative Power of Metaphor

#creativemetaphor 

29th – 30th March 2019 at Worcester College, Oxford, UK

Join us in Oxford for a 2-day conference designed to investigate the nexus between the following three elements: Metaphor, Linguistic Diversity, and Human Creativity.

The conference will be structured around four keynote lectures and four panels which will investigate four themes, outlined below. A call inviting participation in the panels and presentation of poster contributions will be advertised at the beginning of September.

1. Panel topic: Metaphor and linguistic diversity 

Keynote speaker: Lera Boroditsky

2. Panel topic: Metaphor and emotion

Keynote speaker: Zoltan Kövecses

3. Panel topic: Metaphor and communication

Keynote speaker: Gerard Steen

4. Panel topic: Metaphor and creativity

Keynote speaker: Rachel Giora

We look forward to welcoming you in Oxford!

The Organisers:

Professor Katrin Kohl

Dr Marianna Bolognesi

Dr Ana Werkmann Horvat

Creative Multilingualism (https://www.creativeml.ox.ac.uk/).

Our research group is a large cross-disciplinary team of academics working on the nexus between linguistic diversity and creativity. The conference is being organised by Strand 1 of Creative Multilingualism: Embodying Ideas – the Creative Power of Metaphor: https://www.creativeml.ox.ac.uk/research/metaphor.

“How language and image construct synaesthetic metaphors in print advertising” by Bologonesi & Lievers

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How language and image construct synaesthetic metaphors in print advertising

Marianna Bologensi & Francesca Strik Lievers

Abstract

Research in (multi-)sensory marketing suggests that engaging consumers’ senses is an efficient way to create effective advertisements. In this study, the authors explore how sensory cues are used in print advertising. In particular, they identify and describe print advertisements featuring instances of synaesthesia, that is, a metaphor by which properties of a given sensory modality are attributed to a concept that relates primarily to a different sensory modality. They propose that these advertisements can be classified based on the role played by the image and the text, as well as based on the way visual and linguistic elements interact. They also outline how their contribution can set theoretical groundwork for the design of new empirical research questions in cognitive sciences and marketing studies.

http://journals.sagepub.com/doi/abs/10.1177/1470357218782001?journalCode=vcja#articleShareContainer

Sweet voice and round taste: Cross-sensory metaphors and linguistic variability

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Sweet voice and round taste: Cross-sensory metaphors and linguistic variability

Date: 9 May 2018
Time: 12.30 – 2pm
Location: Jesus College – Ship Street Lecture Centre, Oxford

How do we define a sound or a taste for which our language does not have a dedicated word?

Typically, we borrow words from another sensory modality. Wines, for example, are often described by words that belong to other sensory perceptions: a “soft flavour” borrows the adjective soft from the domain of touch, and a “round taste” borrows the adjective round from the domain of sight.

It remains an interesting open issue to what extent these cross-sensory metaphors are universal across languages, and to what extent they are language-specific.

Dr Francesca Strik Lievers will address these questions and provide an overview of the latest scientific discoveries in the field, using examples taken from different languages. Her talk will be followed by an opportunity for questions.

The event is organised and hosted by Creative Multilingualism in collaboration with TORCH. Creative Multilingualism is a research programme led by the University of Oxford and funded by the Arts and Humanities Research Council as part of the Open World Research Initiative.

Participation is free and open to the public. Lunch will be provided.

Book ticket: https://www.eventbrite.co.uk/e/sweet-voice-and-round-taste-cross-sensory-metaphors-and-linguistic-variability-tickets-45371843405

Dr Marianna Bolognesi

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Marianna Bolognesi

Affiliation: University of Amsterdam

Marianna is a EU Marie Curie awarded postdoc researcher at the UvA. Her research focuses on the differences between visual and verbal metaphors, and taps into the type of knowledge that comes into play when we understand a visual as opposed to a verbal metaphor. To achieve this, she uses quantitative analyses and computational modelling techniques, combined with psychological data. Her current postdoctoral project is called COGVIM (Cognitive Grounding of Visual Metaphor, https://cogvim.org/).

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