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EMMA SIGNED

European Multimodal Metaphor in Advertising

Total Cost €

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EC-Contrib. €

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Partnership

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Project "EMMA" data sheet

The following table provides information about the project.

Coordinator
THE UNIVERSITY OF BIRMINGHAM 

Organization address
address: Edgbaston
city: BIRMINGHAM
postcode: B15 2TT
website: www.bham.ac.uk

contact info
title: n.a.
name: n.a.
surname: n.a.
function: n.a.
email: n.a.
telephone: n.a.
fax: n.a.

 Coordinator Country United Kingdom [UK]
 Project website http://www.multimodalmetaphor.com
 Total cost 183˙454 €
 EC max contribution 183˙454 € (100%)
 Programme 1. H2020-EU.1.3.2. (Nurturing excellence by means of cross-border and cross-sector mobility)
 Code Call H2020-MSCA-IF-2014
 Funding Scheme MSCA-IF-EF-ST
 Starting year 2015
 Duration (year-month-day) from 2015-10-05   to  2017-10-04

 Partnership

Take a look of project's partnership.

# participants  country  role  EC contrib. [€] 
1    THE UNIVERSITY OF BIRMINGHAM UK (BIRMINGHAM) coordinator 183˙454.00

Map

 Project objective

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.

 Publications

year authors and title journal last update
List of publications.
2017 Jeannette Littlemore, Paula Pérez 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
2016 Paula Pérez Sobrino
\"\"\"Shockvertising\"\": conceptual interaction patterns as constraints on advertising creativity\"
published pages: , ISSN: 1576-4737, DOI:
Círculo de Lingüística Aplicada a la Comunicación 65 2019-06-14
2016 Paula Pérez-Sobrino
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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