Controlling time is power: An analysis of filmic metaphors in the Lotus advertisement «Shine»

• Tomás Balaguer, Gloria ^[1]
  1. [1] Universitat Jaume I

     Universitat Jaume I

     Castellón, España

     
• Localización: Fòrum de Recerca, ISSN-e 1139-5486, Nº. 23, 2018, págs. 277-294
• Idioma: inglés
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• Resumen

  • Generally speaking, when talking about metaphors, the first thing that comes to our minds is that they are figures of speech whose main aim is to embroider and beautify the meaning of any literary text. Although this is partly true, metaphors are not just figures of speech. According to Forceville (2016b), they are presented as tools which help us noticing the surrounding world. From a cognitive linguistic view, a metaphor is defined as a tool which helps us understand one conceptual domain in terms of another (Lakoff and Johnson 1980). Originally, metaphors were exclusively explored within the realm of language; however, afterwards, a great bulk of research proved that their examination was fruitful from other perspectives. Metaphors might be presented in one or more modes of communication (i.e. monomodal or multimodal metaphors). It is likely to find research devoted to analyse metaphors in still pictures (Forceville, 2016b), in newspaper cartoons (El-Refaie 2003), or even in TV commercials (Forceville 2007). However, little attention has been paid to the identification and analysis of metaphors in moving pictures; in consequence, the main aim of the present paper is to show the application of FilMip (Filmic Metaphor Identification Procedure, Bort-Mir in prep.) on a very well-known brand TV commercial. FilMip is an analytical method which is divided into several steps that allow us to identify filmic metaphors from an empirical point of view.