T Lymphocyte Responses in Autoimmunity, Infectious Diseases and Cancer: New Tools and Findings

Speaker: Mark M. Davis, Standford Institute for Immunology, Transplantation and Infection

Time: 14:30, Thursday, November 9, 2017

Venue: Room 705, Comprehensive Building, School of Medicine, Zijingang Campus


Lakoff and Johnson (1980) demonstrated that metaphors are primarily a matter of understanding and experiencing, and only secondarily a matter of language. This cleared the way for analysing metaphors in visual and other modes. Forceville (1996) adapted Black’s (1979) model of “interactive” metaphor for the analysis of visual and multimodal metaphors. In this presentation, we will in the first half of the presentation examine a number of print advertisements. Since some dimensions of metaphor change when the medium shifts from static visuals to moving images, we will in the second half investigate some commercials.In the analyses, attention will be paid to cultural dimensions in the interpretation of metaphors (Forceville 2017).


Quoted works:

Black, Max (1979). “More about metaphor.” In: Andrew Ortony (ed.), Metaphor and Thought (pp. 19-41). Cambridge: Cambridge University Press.

Forceville, Charles (1996). Pictorial Metaphor in Advertising. London/New York: Rout-ledge.

Forceville, Charles (2017). “Visual and multimodal metaphor in advertising: (Sub)cultural perspectives.” Styles of Communication9(2): 26-41. (http://journals.univ-danubius.ro/index.php/communication).

Lakoff, George, and Mark Johnson (1980). Metaphors We Live By. Chicago: University of Chicago Press.


Recommended preparatory reading (not mandatory): Black (1979); Forceville Lecture 1 (“Preliminary concepts”) and Lecture 2 (“When is something a pictorial metaphor?”) of online Metaphor Course at http://semioticon.com/sio/courses/pictorial-multimodal-metaphor/; Forceville (2007).



Charles Forceville is associate professor in the Media Studies department at the University of Amsterdam (NL), where he leads the Adventures in Modality group (see http://aclc.uva.nl/research/groups/groups.html). The question how visuals convey meaning is a key theme in his research. He is generally considered one of the pioneers of visual and multimodal metaphor theory, and has worked on this topic in various media and genres (documentary film, animation, advertising, comics & cartoons). He is the author of Pictorial Metaphor in Advertising (Routledge 1996) and Analyzing Visual and Multimodal Mass-Communication: A Pragmatic Model [working title] (Oxford University Press, in prep.), and co-editor of Multimodal Metaphor (Mouton de Gruyter 2009), Creativity and the Agile Mind (Mouton de Gruyter 2013), and Multimodal Argumentation and Rhetoric in Media Genres (John Benjamins 2017).