Explore the words cloud of the EMMA project. It provides you a very rough idea of what is the project "EMMA" about.
The following table provides information about the project.
THE UNIVERSITY OF BIRMINGHAM
|Coordinator Country||United Kingdom [UK]|
|Total cost||183˙454 €|
|EC max contribution||183˙454 € (100%)|
1. H2020-EU.1.3.2. (Nurturing excellence by means of cross-border and cross-sector mobility)
|Duration (year-month-day)||from 2015-10-05 to 2017-10-04|
Take a look of project's partnership.
|1||THE UNIVERSITY OF BIRMINGHAM||UK (BIRMINGHAM)||coordinator||183˙454.00|
Metaphor and metonymy are key tools in communication, particularly when abstract ideas or emotions are discussed. While extant literature addresses metaphor in language and images, little has dealt with the combination of metaphor and metonymy in the multimodal context of advertising, where they play a key role. The EMMA fellowship aims to redress this by testing figurative complexity and emotions, the impact of these on comprehension, accuracy of interpretation and advertising effectiveness. It involves an interdisciplinary study that combines cognitive and physiological psychology with linguistic and marketing interpretations. A mixed-methods approach of lab experiments and qualitative inquiry will assess the speed and depth of comprehension, the perceived appeal, and the physiological effect of static and video advertisements on participants from three linguistic and cultural backgrounds (English, Spanish, and Chinese). If advertisers, charities and NGOs target, and are sensitive to, linguistic and cultural differences in metaphors, local and international communities can benefit from specific, appropriate and ethical advertising. The fellow will benefit from involvement in a cutting-edge study and secondments both at a leading research institute in The Netherlands an two advertising companies in Spain.
|year||authors and title||journal||last update|
Jeannette Littlemore, Paula PÃ©rez Sobrino
Eyelashes, Speedometers or Breasts? An Experimental Cross-cultural Approach to Multimodal Metaphor and Metonymy in Advertising
published pages: , ISSN: 1824-3967, DOI: 10.7370/87674
|Figurative Language We Live By. The Cognitive Underpinnings and Mechanisms of Figurativity in Language (edited by Annalisa Baicchi and Alexandra Bagasheva)||2019-06-14|
Paula PÃ©rez Sobrino
\"\"\"Shockvertising\"\": conceptual interaction patterns as constraints on advertising creativity\"
published pages: , ISSN: 1576-4737, DOI:
|CÃrculo de LingÃ¼Ãstica Aplicada a la ComunicaciÃ³n 65||2019-06-14|
Multimodal Metaphor and Metonymy in Advertising: A Corpus-Based Account
published pages: 73-90, ISSN: 1092-6488, DOI: 10.1080/10926488.2016.1150759
|Metaphor and Symbol 31/2||2019-06-14|
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