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Isabel Negro

Universidad Complutense de Madrid, Department of English Philology I, Faculty Member

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Papers by Isabel Negro

The Rhetoric of the Immigration Discourse of Far-Right Parties in Spain and France

Routledge eBooks, May 11, 2023

This chapter seeks to gain an insight into the way immigration discourse is built by right-wing p... more This chapter seeks to gain an insight into the way immigration discourse is built by right-wing parties in Europe on the basis of a corpus of public discourse fragments produced by Santiago Abascal, leader of the Spanish party Vox, and Marine Le Pen, leader of the French party Rassemblement National.

Construcciones implicativas en inglés introducidas por un pronombre interrogativo en el Modelo Léxico Construccional

Verba Anuario Galego De Filoloxia, 2013

is a comprehensive model of language that accounts for meaning construction at all levels of gram... more is a comprehensive model of language that accounts for meaning construction at all levels of grammatical description. In the LCM constructions are distributed among four levels of representation that interact in principled ways: argument structure (level 1), implicature (level 2), illocution (level 3) and discourse (level 4). The aim of this paper is to provide a full characterization of the English Wh-interrogative family of inferential constructions, understood as a web of interrelated form-function pairings (Gonzálvez-García 2011), within the framework of the LCM. We shall examine the morphosyntactic, semantico-conceptual and pragmatic properties of three inferential (i.e. level-two) constructions: the 'what's X doing Y?' construction, the 'wh-do you think you BE-present V-ing?' construction and the 'who do you think you are?' construction.

Estrategias de traducción de términos culturales en las revistas turísticas

Cognitive Operations in Eco-friendly Car Advertising

International Journal of English Studies

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English... more This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in whic...

Cognitive Operations in Eco-Friendly Car Advertising

by Isabel Negro and Mª Enriqueta Cortés delos Ríos

International Journal of English Studies, 2022

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English... more This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in which messages are interpreted.

C. Butler, R. Mairal, J. Martin Arista, F.J. Ruiz De Mendoza 1999: Nuevas Perspectivas En Gramatica Funcional

Atlantis, revista de la Asociación Española de Estudios Anglo-Norteamericanos, Jun 1, 2001

Verbo Pictorial Metaphor in the Business Press

Ana Díaz Galán, 2014

In the last thirty years metaphor has been vastly researched within the framework of the Cognitiv... more In the last thirty years metaphor has been vastly researched within the framework of the Cognitive Metaphor Theory (Johnson 1987; Kövecses 1986, 2002; Lakoff 1987, 2006; Lakoff & Johnson 1980, 1999). Although the body of work has focused on verbal metaphor, other types of metaphor such as visual (or pictorial) metaphor (Forceville 1994, 1996) and multimodal (i.e. occurring in diverse modes) metaphor (Forceville 2007, 2008, 2009) have been investigated. The use of metaphor has been discussed in specific genres, including winespeak (Caballero 2009), advertising (Forceville 2007, 2008, 2009; Koller 2009) and political cartooning (El Refaie 2003, 2009; Yus 2009; Schilperoord & Maes 2009). In contrast, the financial press has attracted less attention (Cortés 2010; Rojo & Orts 2010; Bounegru & Forceville 2011) .The present contribution seeks to study visual metaphors and multimodal metaphors of the verbo-pictorial variety in the English business press through a small corpus of covers published in The Economist. We will analyse the metaphors in terms of target and source and the text-image interaction. It shall be argued that metaphor plays a central role in meaning construction.

La Traduccion De Las Metaforas en El Lenguaje Del Vino

Ana Díaz Galán, 2014

En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han c... more En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han contribuido a la creación de un lenguaje especializado marcado por su carácter metafórico que ha sido objeto de estudios recientes (Amoraritei 2002; Caballero y Suárez-Toste 2008, 2010). La metáfora también estructura la representación y descripción del vino en español. El lenguaje de la cata se articula en torno a cuatro metáforas conceptuales fundamentales: EL VINO ES UN SER VIVO, EL VINO ES UN OBJETO, EL VINO ES UN TEJIDO y EL VINO ES UN ALIMENTO. La cuestión de la traducibilidad de la metáfora ha sido abordada por diversos autores (Dagut 1987; Rabadán 1991; Samaniego 1987) que subrayan la dificultad o incluso la imposibilidad de trasvasar la metáfora a otra lengua. En este trabajo analizamos los procedimientos de traducción de las metáforas utilizadas en un corpus de notas de cata en español e inglés.

A Comparative Analysis of Body Movement Verbs in English Spanish and French

Universidad de Jaén, 2018

Following Fillmore&#39;s frame semantics (1992) body movement verbs denote motions or actions... more Following Fillmore&#39;s frame semantics (1992) body movement verbs denote motions or actions that an Agent performs using a part of his body. The body-movement frame specifies further elements, including cause, addressee, source, path and goal. A close look at body movement verbs in English Spanish and French shows two significant divergences in the lexicalization of body movement in the three languages: (1) in English the body part is often specified by the verb and is not expressed, while in Spanish and French the body part is expressed (&#39;frown&#39;/fruncir el ceño/froncer les sourcils) (2) unlike the Spanish and French verbs, the English verbs frequently encode a manner parameter (&#39;grin&#39;/sonreír/sourire). The present paper seeks to analyse the translation of body movement verbs on the basis of a corpus drawn from two English novels (David Lodge&#39;s Small World and Changing Places) and their respective translations into Spanish and French. Our analysis reveals quantitative and qualitative differences between the source and target verbs that involve differences in terms of informational weight.

Review of "Constructing Professional Discourse. A Multiperspective Approach to Domain-Specific Discourses

Ibérica, 2013

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

Revista de Lenguas para Fines Específicos, 2016

Le lexique de la cuisine française

France is renowned for its cuisine (Wilson 1977: 201). French cuisine is characterized by the abu... more 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, crepes 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.

Los partidos políticos españoles como marcas: análisis de la campaña para las elecciones generales de 2015

El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas ... more El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas de sus productos o servicios. En los últimos años el término se ha trasladado al ámbito de la política. Así, los partidos políticos se construyen como marcas con un ideario y un líder que trata de proyectar una imagen sólida (Winther, 2015). Los líderes emplean estrategias comunicativas orientadas al posicionamiento de su marca y a la construcción de un mensaje diferenciador como forma de expresión representativa de su marca (branding político). La investigación en este ámbito es muy reciente y se ha centrado en partidos políticos y presidentes norteamericanos como el Tea Party (Busby y Cronshaw, 2015) y Obama (Castro, 2012), respectivamente, aunque se han realizado también estudios sobre la marca Zapatero (Campmany, 2005; Screti, 2009), Renzi (Barile, 2014) y Van Rompuy (De Landtsheer &amp; De Vries, 2015). El objetivo del presente artículo es identificar a partir de un corpus de discursos los parámetros utilizados por los principales partidos políticos españoles para modelar la marca que lanzaron al mercado en la campaña para las elecciones generales de 2015. Los resultados muestran las semejanzas y diferencias entre ellos.

A cognitive approach to humor in political cartoons

The present paper investigates the creation of humour through the analysis of political cartoons ... more The present paper investigates the creation of humour through the analysis of political cartoons concerning French politics. We first provide an overview of the main theories of humor as proposed by Raskin (1985: 31-40): incongruity theories, hostility theories and release theories. We follow the incongruity theories for the purposes of this article. We assume that humor stems from the incongruity produced by the presence of two frames of reference (Koestler 1989), which requires a cognitive shift from the interpretation built upon the first frame to that based on the second frame. Our approach to political cartoons attempts to explain the resolution of the incongruity in terms of the cognitive blending theory (Fauconnier and Turner 1995, 2006). Humor results from a blending process involving several mental spaces - two or more input spaces and the blend. The incongruity is resolved through the creation of a blend where the interpreter projects elements from the input spaces.

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

Çédille, 2021

En las últimas décadas, la metáfora en el discurso especializado ha sido objeto de numerosas inve... more 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.

The Role of Visual Metaphor in Visual Genres

EPiC Series in Language and Linguistics

In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Th... more In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Theory. Although initially linguistic metaphor received most attention, in recent years the research focus has shifted from verbal metaphor to other types of monomodal and multimodal metaphor (Forceville 2009). One research line has been the study of visual metaphor, i.e. metaphor instantiated through image, in specialised language, including political cartooning (e.g. El Refaie 2003), winespeak (e.g. Caballero 2009) and advertising (Forceville 2008). In the present article I examine the evaluative role of visual metaphor in two visual genres – advertising and political cartooning – through a corpus of English, French and Spanish ads and cartoons. It will be argued that while in advertising metaphor enhances the product qualities or presents it as a necessity, thus working as a persuasive tool, in cartooning metaphor shows the author’s critical stance towards a news event.

The Metaphorical Representation of Brexit in Digital Political Cartoons

Visual Communication Quarterly, 2020

Britain's withdrawal from the European Union (“Brexit”) in June 2016 has been one of the bigg... more Britain's withdrawal from the European Union (“Brexit”) in June 2016 has been one of the biggest issues in British politics and has received wide media coverage because of its consequences for both the UK and the European Union. This article explores the visual representation of Brexit in political cartooning through the analysis of a corpus of digital cartoons. The analysis yields two findings: (1) Brexit is shaped on the basis of a set of metaphors that can be subsumed within metaphor scenarios—the family scenario or the journey scenario; (2) the metaphors used to conceptualize this issue are used either to provide a justification for Brexit or evaluate UK's withdrawal from the EU positively or negatively.

The motivation of french colour idioms

Epos : Revista de filología, 2010

The use of figurative language is not limited to poetry but rather pervades everyday speech. Figu... more 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.

A Case for Construction Grammar: Wh-XVPY Constructions

English Studies, 2019

ABSTRACT This paper addresses the issue of implicational constructions. Following Construction Gr... more ABSTRACT This paper addresses the issue of implicational constructions. Following Construction Grammar, which argues that constructions are operational at all levels of linguistic description, we advocate the existence of implicational constructions. In contrast with the traditional view of implicature, which differentiates between grammatically guided and contextually guided implicature (conventional vs. conversational implicature), we claim that implicature is grammatically encoded and captured by the construction itself, which has specific morphosyntactic, semantic, pragmatic and prosodic features. Our claim is supported by the analysis of the formal and semantic properties of a group of implicational constructions used in spoken discourse which can be said to constitute a constructional family: the Wh-XVPY interrogative family.

General image understanding in visual metaphor identification

ODISEA. Revista de estudios ingleses, 2018

Research on visual metaphor has rapidly developed in the wake of verbal metaphor research, focusi... more Research on visual metaphor has rapidly developed in the wake of verbal metaphor research, focusing on the development of taxonomies for visual metaphors and the analysis of the use of visual metaphor in specialized genres. In these studies visual metaphor identification seems to be quite straightforward. However, a reliable procedure for identifying visual metaphor in all sorts of contexts still needs to be developed. The first step of such procedure is concerned with the acquisition of a general understanding of an image. In this article we explore the issues that analysts face when they look at the image and establish its general meaning.Key words: visual metaphor, metaphor identification, image description, image meaning, image understanding.Resumen Los estudios sobre metáfora visual se han sucedido a partir de la investigación en metáfora verbal, y se han centrado en el desarrollo de taxonomías de metáforas visuales y el análisis del uso de la metáfora visual en géneros concre...

The Rhetoric of the Immigration Discourse of Far-Right Parties in Spain and France

Routledge eBooks, May 11, 2023

This chapter seeks to gain an insight into the way immigration discourse is built by right-wing p... more This chapter seeks to gain an insight into the way immigration discourse is built by right-wing parties in Europe on the basis of a corpus of public discourse fragments produced by Santiago Abascal, leader of the Spanish party Vox, and Marine Le Pen, leader of the French party Rassemblement National.

Construcciones implicativas en inglés introducidas por un pronombre interrogativo en el Modelo Léxico Construccional

Verba Anuario Galego De Filoloxia, 2013

is a comprehensive model of language that accounts for meaning construction at all levels of gram... more is a comprehensive model of language that accounts for meaning construction at all levels of grammatical description. In the LCM constructions are distributed among four levels of representation that interact in principled ways: argument structure (level 1), implicature (level 2), illocution (level 3) and discourse (level 4). The aim of this paper is to provide a full characterization of the English Wh-interrogative family of inferential constructions, understood as a web of interrelated form-function pairings (Gonzálvez-García 2011), within the framework of the LCM. We shall examine the morphosyntactic, semantico-conceptual and pragmatic properties of three inferential (i.e. level-two) constructions: the 'what's X doing Y?' construction, the 'wh-do you think you BE-present V-ing?' construction and the 'who do you think you are?' construction.

Estrategias de traducción de términos culturales en las revistas turísticas

Cognitive Operations in Eco-friendly Car Advertising

International Journal of English Studies

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English... more This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in whic...

Cognitive Operations in Eco-Friendly Car Advertising

by Isabel Negro and Mª Enriqueta Cortés delos Ríos

International Journal of English Studies, 2022

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English... more This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in which messages are interpreted.

C. Butler, R. Mairal, J. Martin Arista, F.J. Ruiz De Mendoza 1999: Nuevas Perspectivas En Gramatica Funcional

Atlantis, revista de la Asociación Española de Estudios Anglo-Norteamericanos, Jun 1, 2001

Verbo Pictorial Metaphor in the Business Press

Ana Díaz Galán, 2014

In the last thirty years metaphor has been vastly researched within the framework of the Cognitiv... more In the last thirty years metaphor has been vastly researched within the framework of the Cognitive Metaphor Theory (Johnson 1987; Kövecses 1986, 2002; Lakoff 1987, 2006; Lakoff & Johnson 1980, 1999). Although the body of work has focused on verbal metaphor, other types of metaphor such as visual (or pictorial) metaphor (Forceville 1994, 1996) and multimodal (i.e. occurring in diverse modes) metaphor (Forceville 2007, 2008, 2009) have been investigated. The use of metaphor has been discussed in specific genres, including winespeak (Caballero 2009), advertising (Forceville 2007, 2008, 2009; Koller 2009) and political cartooning (El Refaie 2003, 2009; Yus 2009; Schilperoord & Maes 2009). In contrast, the financial press has attracted less attention (Cortés 2010; Rojo & Orts 2010; Bounegru & Forceville 2011) .The present contribution seeks to study visual metaphors and multimodal metaphors of the verbo-pictorial variety in the English business press through a small corpus of covers published in The Economist. We will analyse the metaphors in terms of target and source and the text-image interaction. It shall be argued that metaphor plays a central role in meaning construction.

La Traduccion De Las Metaforas en El Lenguaje Del Vino

Ana Díaz Galán, 2014

En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han c... more En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han contribuido a la creación de un lenguaje especializado marcado por su carácter metafórico que ha sido objeto de estudios recientes (Amoraritei 2002; Caballero y Suárez-Toste 2008, 2010). La metáfora también estructura la representación y descripción del vino en español. El lenguaje de la cata se articula en torno a cuatro metáforas conceptuales fundamentales: EL VINO ES UN SER VIVO, EL VINO ES UN OBJETO, EL VINO ES UN TEJIDO y EL VINO ES UN ALIMENTO. La cuestión de la traducibilidad de la metáfora ha sido abordada por diversos autores (Dagut 1987; Rabadán 1991; Samaniego 1987) que subrayan la dificultad o incluso la imposibilidad de trasvasar la metáfora a otra lengua. En este trabajo analizamos los procedimientos de traducción de las metáforas utilizadas en un corpus de notas de cata en español e inglés.

A Comparative Analysis of Body Movement Verbs in English Spanish and French

Universidad de Jaén, 2018

Following Fillmore&#39;s frame semantics (1992) body movement verbs denote motions or actions... more Following Fillmore&#39;s frame semantics (1992) body movement verbs denote motions or actions that an Agent performs using a part of his body. The body-movement frame specifies further elements, including cause, addressee, source, path and goal. A close look at body movement verbs in English Spanish and French shows two significant divergences in the lexicalization of body movement in the three languages: (1) in English the body part is often specified by the verb and is not expressed, while in Spanish and French the body part is expressed (&#39;frown&#39;/fruncir el ceño/froncer les sourcils) (2) unlike the Spanish and French verbs, the English verbs frequently encode a manner parameter (&#39;grin&#39;/sonreír/sourire). The present paper seeks to analyse the translation of body movement verbs on the basis of a corpus drawn from two English novels (David Lodge&#39;s Small World and Changing Places) and their respective translations into Spanish and French. Our analysis reveals quantitative and qualitative differences between the source and target verbs that involve differences in terms of informational weight.

Review of "Constructing Professional Discourse. A Multiperspective Approach to Domain-Specific Discourses

Ibérica, 2013

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

Revista de Lenguas para Fines Específicos, 2016

Le lexique de la cuisine française

France is renowned for its cuisine (Wilson 1977: 201). French cuisine is characterized by the abu... more 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, crepes 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.

Los partidos políticos españoles como marcas: análisis de la campaña para las elecciones generales de 2015

El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas ... more El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas de sus productos o servicios. En los últimos años el término se ha trasladado al ámbito de la política. Así, los partidos políticos se construyen como marcas con un ideario y un líder que trata de proyectar una imagen sólida (Winther, 2015). Los líderes emplean estrategias comunicativas orientadas al posicionamiento de su marca y a la construcción de un mensaje diferenciador como forma de expresión representativa de su marca (branding político). La investigación en este ámbito es muy reciente y se ha centrado en partidos políticos y presidentes norteamericanos como el Tea Party (Busby y Cronshaw, 2015) y Obama (Castro, 2012), respectivamente, aunque se han realizado también estudios sobre la marca Zapatero (Campmany, 2005; Screti, 2009), Renzi (Barile, 2014) y Van Rompuy (De Landtsheer &amp; De Vries, 2015). El objetivo del presente artículo es identificar a partir de un corpus de discursos los parámetros utilizados por los principales partidos políticos españoles para modelar la marca que lanzaron al mercado en la campaña para las elecciones generales de 2015. Los resultados muestran las semejanzas y diferencias entre ellos.

A cognitive approach to humor in political cartoons

The present paper investigates the creation of humour through the analysis of political cartoons ... more The present paper investigates the creation of humour through the analysis of political cartoons concerning French politics. We first provide an overview of the main theories of humor as proposed by Raskin (1985: 31-40): incongruity theories, hostility theories and release theories. We follow the incongruity theories for the purposes of this article. We assume that humor stems from the incongruity produced by the presence of two frames of reference (Koestler 1989), which requires a cognitive shift from the interpretation built upon the first frame to that based on the second frame. Our approach to political cartoons attempts to explain the resolution of the incongruity in terms of the cognitive blending theory (Fauconnier and Turner 1995, 2006). Humor results from a blending process involving several mental spaces - two or more input spaces and the blend. The incongruity is resolved through the creation of a blend where the interpreter projects elements from the input spaces.

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

Çédille, 2021

En las últimas décadas, la metáfora en el discurso especializado ha sido objeto de numerosas inve... more 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.

The Role of Visual Metaphor in Visual Genres

EPiC Series in Language and Linguistics

In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Th... more In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Theory. Although initially linguistic metaphor received most attention, in recent years the research focus has shifted from verbal metaphor to other types of monomodal and multimodal metaphor (Forceville 2009). One research line has been the study of visual metaphor, i.e. metaphor instantiated through image, in specialised language, including political cartooning (e.g. El Refaie 2003), winespeak (e.g. Caballero 2009) and advertising (Forceville 2008). In the present article I examine the evaluative role of visual metaphor in two visual genres – advertising and political cartooning – through a corpus of English, French and Spanish ads and cartoons. It will be argued that while in advertising metaphor enhances the product qualities or presents it as a necessity, thus working as a persuasive tool, in cartooning metaphor shows the author’s critical stance towards a news event.

The Metaphorical Representation of Brexit in Digital Political Cartoons

Visual Communication Quarterly, 2020

Britain's withdrawal from the European Union (“Brexit”) in June 2016 has been one of the bigg... more Britain's withdrawal from the European Union (“Brexit”) in June 2016 has been one of the biggest issues in British politics and has received wide media coverage because of its consequences for both the UK and the European Union. This article explores the visual representation of Brexit in political cartooning through the analysis of a corpus of digital cartoons. The analysis yields two findings: (1) Brexit is shaped on the basis of a set of metaphors that can be subsumed within metaphor scenarios—the family scenario or the journey scenario; (2) the metaphors used to conceptualize this issue are used either to provide a justification for Brexit or evaluate UK's withdrawal from the EU positively or negatively.

The motivation of french colour idioms

Epos : Revista de filología, 2010

The use of figurative language is not limited to poetry but rather pervades everyday speech. Figu... more 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.

A Case for Construction Grammar: Wh-XVPY Constructions

English Studies, 2019

ABSTRACT This paper addresses the issue of implicational constructions. Following Construction Gr... more ABSTRACT This paper addresses the issue of implicational constructions. Following Construction Grammar, which argues that constructions are operational at all levels of linguistic description, we advocate the existence of implicational constructions. In contrast with the traditional view of implicature, which differentiates between grammatically guided and contextually guided implicature (conventional vs. conversational implicature), we claim that implicature is grammatically encoded and captured by the construction itself, which has specific morphosyntactic, semantic, pragmatic and prosodic features. Our claim is supported by the analysis of the formal and semantic properties of a group of implicational constructions used in spoken discourse which can be said to constitute a constructional family: the Wh-XVPY interrogative family.

General image understanding in visual metaphor identification

ODISEA. Revista de estudios ingleses, 2018

Research on visual metaphor has rapidly developed in the wake of verbal metaphor research, focusi... more Research on visual metaphor has rapidly developed in the wake of verbal metaphor research, focusing on the development of taxonomies for visual metaphors and the analysis of the use of visual metaphor in specialized genres. In these studies visual metaphor identification seems to be quite straightforward. However, a reliable procedure for identifying visual metaphor in all sorts of contexts still needs to be developed. The first step of such procedure is concerned with the acquisition of a general understanding of an image. In this article we explore the issues that analysts face when they look at the image and establish its general meaning.Key words: visual metaphor, metaphor identification, image description, image meaning, image understanding.Resumen Los estudios sobre metáfora visual se han sucedido a partir de la investigación en metáfora verbal, y se han centrado en el desarrollo de taxonomías de metáforas visuales y el análisis del uso de la metáfora visual en géneros concre...

A comparative analysis of body movement verbs in English, Spanish and French

35th International Conference of the Spanish Association of Applied Linguistics (AESLA): Training, Accreditation and Context of Use, 2018

Following Fillmore's frame semantics (1992) body movement verbs denote motions or actions that an... more Following Fillmore's frame semantics (1992) body movement verbs denote motions or actions that an Agent performs using a part of his body. The body-movement frame specifies further elements, including cause, addressee, source, path and goal. A close look at body movement verbs in English Spanish and French shows two significant divergences in the lexicalization of body movement in the three languages: (1) in English the body part is often specified by the verb and is not expressed, while in Spanish and French the body part is expressed ('frown'/fruncir el ceño/froncer les sourcils) (2) unlike the Spanish and French verbs, the English verbs frequently encode a manner parameter ('grin'/sonreír/sourire). The present paper seeks to analyse the translation of body movement verbs on the basis of a corpus drawn from two English novels (David Lodge's Small World and Changing Places) and their respective translations into Spanish and French. Our analysis reveals quantitative and qualitative differences between the source and target verbs that involve differences in terms of informational weight.

The Role of Visual Metaphor in Visual Genres

Professional and Academic Discourse: an Interdisciplinary Perspective. Vol. 2, pp. 119-126.

In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Th... more In the last decades metaphor has been a paramount research topic within the Cognitive Metaphor Theory. Although initially linguistic metaphor received most attention, in recent years the research focus has shifted from verbal metaphor to other types of monomodal and multimodal metaphor (Forceville 2009). One research line has been the study of visual metaphor, i.e. metaphor instantiated through image, in specialised language, including political cartooning (e.g. El Refaie 2003), winespeak (e.g. Caballero 2009) and advertising (Forceville 2008). In the present article I examine the evaluative role of visual metaphor in two visual genres – advertising and political cartooning – through a corpus of English, French and Spanish ads and cartoons. It will be argued that while in advertising metaphor enhances the product qualities or presents it as a necessity, thus working as a persuasive tool, in cartooning metaphor shows the author’s critical stance towards a news event.

The role of text in the identification of visual metaphor in advertising

In the last decades visual metaphor has been considerably researched, particularly in advertising... more In 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, Forceville, 2008, Phillips, 2003 and Gkiouzepas and 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.

The role of cognitive operations in the translation of film titles

The translation of film titles is not simply a linguistic matter, i.e. a transfer of words from o... more The translation of film titles is not simply a linguistic matter, i.e. a transfer of words from one language to another language that looks for the most appropriate equivalent. It is determined by other factors such as the cultural component and the aim to catch the audience's attention, which explain the use of translation techniques other than literal translation and zero translation. The present paper seeks to show the role of cognitive operations such as those proposed by Ruiz de Mendoza and Galera (2014) in the translation of English film titles into Spanish and French. We have gathered a corpus of 100 English titles and the corresponding Spanish and French titles. The comparative analysis suggests that, although the original titles are often kept in the other languages or literally translated, sometimes the translation is accounted for in terms of five cognitive operations: expansion, reduction, strengthening, mitigation or parametrization.

Verbo-pictorial metaphor in the business press

In the last thirty years metaphor has been vastly researched within the framework of the Cognitiv... more In the last thirty years metaphor has been vastly researched within the framework of the Cognitive Metaphor Theory (Johnson 1987; Kövecses 1986, 2002; Lakoff 1987, 2006; Lakoff & Johnson 1980, 1999). Although the body of work has focused on verbal metaphor, other types of metaphor such as visual (or pictorial) metaphor (Forceville 1994, 1996) and multimodal (i.e. occurring in diverse modes) metaphor (Forceville 2007, 2008, 2009) have been investigated. The use of metaphor has been discussed in specific genres, including winespeak (Caballero 2009), advertising (Forceville 2007, 2008, 2009; Koller 2009) and political cartooning (El Refaie 2003, 2009; Yus 2009; Schilperoord & Maes 2009). In contrast, the financial press has attracted less attention (Cortés 2010; Rojo & Orts 2010; Bounegru & Forceville 2011) .The present contribution seeks to study visual metaphors and multimodal metaphors of the verbo-pictorial variety in the English business press through a small corpus of covers published in The Economist. We will analyse the metaphors in terms of target and source and the text-image interaction. It shall be argued that metaphor plays a central role in meaning construction.

La traducción de las metáforas en el lenguaje del vino

En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han c... more En los últimos años el auge de la enología, el enoturismo y las publicaciones sobre el vino han contribuido a la creación de un lenguaje especializado marcado por su carácter metafórico que ha sido objeto de estudios recientes (Amoraritei 2002; Caballero y Suárez-Toste 2008, 2010). La metáfora también estructura la representación y descripción del vino en español. El lenguaje de la cata se articula en torno a cuatro metáforas conceptuales fundamentales: EL VINO ES UN SER VIVO, EL VINO ES UN OBJETO, EL VINO ES UN TEJIDO y EL VINO ES UN ALIMENTO. La cuestión de la traducibilidad de la metáfora ha sido abordada por diversos autores (Dagut 1987; Rabadán 1991; Samaniego 1987) que subrayan la dificultad o incluso la imposibilidad de trasvasar la metáfora a otra lengua. En este trabajo analizamos los procedimientos de traducción de las metáforas utilizadas en un corpus de notas de cata en español e inglés.

Determining the rhetorical nature of visuals in advertising

32nd International Conference of the Spanish Association of Applied Linguistics (AESLA):Language Industries and Social Change

In the last years there has been a considerable amount of research into visual rhetoric in advert... more In the last years there has been a considerable amount of research into visual rhetoric in advertising, with a special focus on visual metaphor. Taxonomies of visual rhetoric (e.g. Phillips & McQuarrie, 2004) deal with the structural, the conceptual and the pragmatic aspects of visual rhetoric. The majority rely on structural and conceptual categories in deciding on the rhetorical nature of ads. However, visual rhetoric also operates at the level of perception (Maes & Shilperoord, 2008). The aim of this paper is to show that the rhetorical nature of visuals in advertising is based on a combination of formal and conceptual or perceptual features.

Visual Wine Metaphor and Metonymy in Ads

32nd International Conference of the Spanish Association of Applied Linguistics (AESLA):Language Industries and Social Change

The aim of advertising is to persuade consumers to buy a product or service. A distinct feature o... more The aim of advertising is to persuade consumers to buy a product or service. A distinct feature of advertising is its reliance on pictures to achieve this aim. Many ad images encode a metaphor. In this paper we posit the view that visual metaphor relies upon perceptual similarity, conceptual similarity, or in the combination of both types. We shall examine the ways in which visual metaphors in Spanish ads for wines are construed on the basis of formal and conceptual criteria. Two issues will be addressed: (i) the representation of the target and the source; (ii) the role of visual metaphor as a persuasive strategy which enhances the appeal of wine.

La arquitectura semántica del léxico verbal nuclear del francés: Análisis de la dimensión Faire voir quelque chose

Actas del Congreso Internacional de Semántica, 2000

Figurative language in the Spanish, British and French business press: The case of Endesa’s takeover

Applied Linguistics Now: Understanding Language and Mind. Actas del XXVI Congreso de AESLA, 2009

and French BuSineSS preSS: the caSe oF endeSa'S take over ABSTRACT In the present paper we identi... more and French BuSineSS preSS: the caSe oF endeSa'S take over ABSTRACT In the present paper we identify and contrast the conceptual and linguistic metaphors related to Endesa's -the largest Spanish utility -takeover process in the Spanish, British and French press. These metaphors pertain to the source domains of war, fiction, sports, game and love, and they result from various processes: a) a mapping between conceptual domains (Lakoff , 1987(Lakoff , 2006; b) blending ; or c) the literal-figurative interface .

La traducción de palabras culturales

by Isabel Negro and Maria Cristina Calle Martinez

Ways and Modes of Human Communication. Actas del XXVII Congreso de AESLA, 2010

El vino como concepto cultural y su expresión en el léxico español y francés

Actas del Congreso “El Vino y su Publicidad: de la Economía a la Lingüística, 2010

El vino es parte integrante de la cultura española y francesa. A pesar de la caída del

Metaphorical meaning in economic discourse

Files of the 9th International Conference of the European Association of Languages for Specific Purposes

Metaphor pervades economic discourse (Boers 1999; Herrera and White 2000, 2002; Koller 2008). The... more Metaphor pervades economic discourse (Boers 1999; Herrera and White 2000, 2002; Koller 2008). The metaphorical configuration of economic issues renders them less abstract and therefore more graspable. In this article we undertake a study into the construction of metaphorical meaning in economic discourse. We identify and explain the linguistic and conceptual metaphors used in the Spanish, British and French press to refer to the crisis in the US subprime mortgage market in the summer of 2007. The theoretical background of our study is the cognitive theory of metaphor (Lakoff , 2006, 1999, whose major postulates are the ubiquity of metaphor in thought and language and the view of conceptual metaphor as a cross-domain mapping, i.e. a fixed set of correspondences between a complex and abstract target domain and a more concrete source domain. In line with Richardt (2003: 243), we present the notion of schema as the basis for metaphorical transfer. Schematas represent basically stereotypical aspects of a source domain. Thus, health/illness metaphors are activations of three schemata: the SICKNESS schema -the most central, the HEALTH schema and the MEDICAL TREATMENT schema. We present abundant corpus data, since we believe that a corpus-based analysis provides an empirical complement to cognitive theory. The data were found in El País, El Mundo, Financial Times, Le Monde, and Le Nouvel Observateur. The analysis shows that metaphors are an important means of conceptualizing economic problems. The metaphors draw on the source domains of health, weather and nature and are activated by four conceptual metaphors: THE ECONOMY IS A PATIENT (Charteris-Black 2000a; Richardt 2003), ECONOMIC PROBLEMS ARE WEATHER 2 CONDITIONS, ECONOMIC PROBLEMS ARE NATURAL DISASTERS, and ECONOMIC PROBLEMS ARE FIRES.

La traducción de títulos cinematográficos: ¿Adaptación o creación?

Analizar datos, Describir variación. Actas del XXVIII Congreso de AESLA

La traducción cinematográfica constituye uno de los géneros de la traducción audiovisual o multim... more

The axiological value of metaphor in business discourse

Analizar datos, Describir variación. Actas del XXVIII Congreso de AESLA

In this paper we analyse the axiological value of metaphor in economic discourse through the disc... more In this paper we analyse the axiological value of metaphor in economic discourse through the discussion of the metaphors used in the Spanish and British press to refer to the crisis in the American subprime sector. The cognitive theory of metaphor , which views metaphor as a conceptual mapping from a concrete source domain to an abstract target domain, provides the theoretical background of the study.

The translation of motivated idioms

Selected Papers from the XXIX International Conference of the Spanish Association of Applied Linguistics

Creativity in advertising discourse

Selected Papers from the XXIX International Conference of the Spanish Association of Applied Linguistics

La metáfora en el discurso enológico español

La investigación y la enseñanza aplicadas a las lenguas de especialidad y a la tecnología. Actas del X Congreso de la Asociación Española de Lenguas para Fines Específicos (AELFE)

Estrategias de traducción de términos culturales en las revistas turísticas

La lingüística aplicada en la era de la globalización. Actas del XXX Congreso de AESLA , 2013

Figurative expressions in the French business press

La lingüística aplicada en la era de la globalización. Actas del XXX Congreso de AESLA , 2013

THE RHETORIC OF THE IMMIGRATION DISCOURSE OF FAR-RIGHT PARTIES IN SPAIN AND FRANCE

Routledge Handbook of Descriptive Rhetorical Studies and World Languages, 2023

This chapter seeks to gain an insight into the way immigration discourse is built by right-wing p... more This chapter seeks to gain an insight into the way immigration discourse is built by right-wing parties in Europe on the basis of a corpus of public discourse fragments produced by Santiago Abascal, leader of the Spanish party Vox, and Marine Le Pen, leader of the French party Rassemblement National.

Metonymy as a strengthening strategy in road safety campaigns

In the last years mass media road safety campaigns implemented in Spain have shifted their focus ... more In the last years mass media road safety campaigns implemented in Spain have shifted their focus from the statement of undesired road user behaviour to the demonstration of its far-reaching consequences in order to reduce the number of road accidents and victims. These fear-based campaigns often display pictures of crashes, casualties and blood as well as the associated emotions of pain and sorrow of victims and relatives. The present paper aims to illustrate the role of metonymy as a strengthening strategy in these road safety campaigns. Together with the use of raw statistics and intensifiers, metonymy is used to maximise the potential impact of the campaign by highlighting specific elements of a road accident scenario – the elements in the Risk cognitive frame put forward by Fillmore and Atkins (1994). Following Radden and Kövécses (1999), who claim that metonymy operates within an Idealized Cognitive Model (ICM), our multimodal analysis of a corpus of Spanish road safety campaigns reveals the role of a set of metonymies subsumed under whole-part or part-part ICMs in enhancing the repercussions of dangerous road user behaviour with a view to improving it. In this way metonymy greatly contributes to the goal of road safety advertising.

Los partidos políticos españoles como marcas: análisis de la campaña para las elecciones generales de 2015

El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas ... more El término ‘marketing’ se aplica a las acciones de las empresas encaminadas a mejorar las ventas de sus productos o servicios. En los últimos años el término se ha trasladado al ámbito de la política. Así, los partidos políticos se construyen como marcas con un ideario y un líder que trata de proyectar una imagen sólida (Winther, 2015). Los líderes emplean estrategias comunicativas orientadas al posicionamiento de su marca y a la construcción de un mensaje diferenciador como forma de expresión representativa de su marca (branding político). La investigación en este ámbito es muy reciente y se ha centrado en partidos políticos y presidentes norteamericanos como el Tea Party (Busby y Cronshaw, 2015) y Obama (Castro, 2012), respectivamente, aunque se han realizado también estudios sobre la marca Zapatero (Campmany, 2005; Screti, 2009), Renzi (Barile, 2014) y Van Rompuy (De Landtsheer & De Vries, 2015). El objetivo del presente artículo es identificar a partir de un corpus de discursos los parámetros utilizados por los principales partidos políticos españoles para modelar la marca que lanzaron al mercado en la campaña para las elecciones generales de 2015. Los resultados muestran las semejanzas y diferencias entre ellos.

Métaphore et métonymie dans les expressions du champ sémantique de la nourriture en espagnol

La nourriture est un élément essentiel dans la vie humaine. Outre son importance pour la survie, ... more La nourriture est un élément essentiel dans la vie humaine. Outre son importance pour la survie, les aliments et les plats constitutifs de la cuisine d’un pays reflètent son histoire et sa culture. La cuisine espagnole témoigne d’une grande variété, comme le prouve le nombre d’ouvrages sur ce sujet. Cette variété apparaît dans le lexique, riche en terme culinaires et expressions idiomatiques. Le présent article explore la motivation cognitive de phraséologismes familiers empruntant au champ sémantique de la nourriture en espagnol et décèle la conceptualisation métaphorique et métonymique des termes culinaires. Les phraséologismes décrivent les dimensions de l’homme qui servent à bâtir son identité: biologique, psychologique, cognitive et sociale.

A cognitive approach to humor in political cartoons

Dimensions of Humour. Explorations in Linguistics, Literature, Cultural Studies and Translation, 2010

The present paper investigates the creation of humour through the analysis of political cartoons ... more The present paper investigates the creation of humour through the analysis of political cartoons concerning French politics. We first provide an overview of the main theories of humor as proposed by Raskin (1985: 31-40): incongruity theories, hostility theories and release theories. We follow the incongruity theories for the purposes of this article. We assume that humor stems from the incongruity produced by the presence of two frames of reference (Koestler 1989), which requires a cognitive shift from the interpretation built upon the first frame to that based on the second frame. Our approach to political cartoons attempts to explain the resolution of the incongruity in terms of the cognitive blending theory (Fauconnier and Turner 1995, 2006). Humor results from a blending process involving several mental spaces - two or more input spaces and the blend. The incongruity is resolved through the creation of a blend where the interpreter projects elements from the input spaces.

Análisis contrastivo de textos publicitarios en español, francés e inglés

Multiple Voices in Academic and Professional Discourse. Current Issues in Specialised Language Research, Techniques and New Technologies, 2011

La traducción publicitaria desempeña un papel relevante en la sociedad de consumo moderna y como ... more La traducción publicitaria desempeña un papel relevante en la sociedad de consumo moderna y como área de investigación dentro de los Estudios de Traducción (Translation Studies). En el ámbito lingüístico, la traducción publicitaria es una de las modalidades de traducción audiovisual. En este artículo realizamos un análisis traductológico contrastivo de diversos anuncios en español, francés e inglés desde un enfoque funcionalista, pragmático-textual, comunicativo y cultural. En primer lugar, la traducción publicitaria está determinada por su función apelativa y persuasiva. En segundo lugar, el texto meta debe producir en el receptor el mismo efecto que el texto original en el receptor de origen (perspectiva pragmático-textual).En tercer lugar, la traducción publicitaria es un acto de comunicación entre un emisor y un receptor múltiple, pertenecientes a distintos contextos.Finalmente, desde una perspectiva cultural, la traducción publicitaria es también una transferencia de culturas. El análisis de textos publicitarios muestra las distintas estrategias que se pueden utilizar en su traducción: transferencia directa o no traducción; traducción literal; traducción literal con variaciones textuales leves, y adaptación.

Multiple metaphors in economic discourse

Language Systems and Cognitive Perspectives, 2009

La metáfora en el discurso económico en lengua francesa

Languages for Business. A Global Approach, 2009

Propuesta para el aprendizaje del lenguaje figurativo en el inglés empresarial

Innovación y calidad en los Centros de Lenguas Universitarios. Nuevas metodologías, nuevas tecnologías, 2010

La traducción de las expresiones idiomáticas

Teaching culture in the foreign language classroom

Aportaciones para una educación lingüística y literaria en el siglo XXI, 2013