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Approaches to Multimodality
Rhetoric and Stylistics in Public Discourse
Series: - Studies in Pragmatics, Volume: 22
This volume transcends boundaries, captivating multimodality scholars worldwide while offering invaluable non-"Anglo" perspectives through its main focus on Lithuanian public discourse. Discover the interaction between multimodal communication and (sub)cultural influences in political, advertising, and film discourse. This volume is a vade mecum for scholars and students of visual and multimodal stylistics, rhetoric, and creativity across diverse media, professionals specialising in advertisements, commercials, films etc. Discover original insights that encourage intercultural comparative research, emphasising the role of cultural context in multimodality.
Saulutė Juzelėnienė, Ph.D. (2001), Vilnius University, is Associated Professor of Multimodality Studies at that university. She has published many articles on Conceptual (Multimodal) Metaphor, Semiotics of Advertising.
Skirmantė Šarkauskienė, Ph.D. (2000), Vilnius University, is Associated Professor of Multimodality Studies at that university. She has published many articles on Multimodal Stylistics, Neo-Latin Literature, including Neo-Latin Epithalamia of 16-17th c. in the Grand Duty of Lithuania (VU, 2003).
Rita Baranauskienė, Ph.D. (2004), Vilnius University, is Associated Professor of Multimodality Studies at that university. She has published many articles on Pragmatics and Semantics.
Skirmantė Šarkauskienė, Ph.D. (2000), Vilnius University, is Associated Professor of Multimodality Studies at that university. She has published many articles on Multimodal Stylistics, Neo-Latin Literature, including Neo-Latin Epithalamia of 16-17th c. in the Grand Duty of Lithuania (VU, 2003).
Rita Baranauskienė, Ph.D. (2004), Vilnius University, is Associated Professor of Multimodality Studies at that university. She has published many articles on Pragmatics and Semantics.
Acknowledgements
List of Illustrations
Notes on Editors
Approaches to Multimodality: Rhetoric and Stylistics in Public Discourse. Introduction
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
1 Rhetoric of Promise: Value Topic in Local Political Discourse
Eglė Gabrėnaitė
2 Verbal and Visual Expression of Threat in Local Political Discourse
Eglė Gabrėnaitė
3 Rhetoric of Lithuanian Social Issue Advertising: Scheme of Argumentation
Skirmantė Biržietienė
4 Pictorial and Verbo-Pictorial Metaphor and Metonymy in Social Issue Advertisements
Skirmantė Šarkauskienė, Saulutė Juzelėnienė, and Rita Baranauskienė
5 Pictorial and Verbo-Pictorial Hyperbole, Oxymoron and Irony in Social Issue Advertisements
Skirmantė Šarkauskienė, Saulutė Juzelėnienė, and Rita Baranauskienė
6 Multimodal Metaphors in Print Advertisements of Alcoholic Beverages
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
7 Multimodal Metaphor in Lithuanian Commercials of Alcoholic Beverages
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
8 Embodiment of Transformation of Emotions in the Audiovisual Text
Jurgita Kerevičienė
Index
List of Illustrations
Notes on Editors
Approaches to Multimodality: Rhetoric and Stylistics in Public Discourse. Introduction
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
Part 1: Multimodal Rhetoric
1 Rhetoric of Promise: Value Topic in Local Political Discourse
Eglė Gabrėnaitė
2 Verbal and Visual Expression of Threat in Local Political Discourse
Eglė Gabrėnaitė
3 Rhetoric of Lithuanian Social Issue Advertising: Scheme of Argumentation
Skirmantė Biržietienė
Part 2: Multimodal Stylistics
4 Pictorial and Verbo-Pictorial Metaphor and Metonymy in Social Issue Advertisements
Skirmantė Šarkauskienė, Saulutė Juzelėnienė, and Rita Baranauskienė
5 Pictorial and Verbo-Pictorial Hyperbole, Oxymoron and Irony in Social Issue Advertisements
Skirmantė Šarkauskienė, Saulutė Juzelėnienė, and Rita Baranauskienė
6 Multimodal Metaphors in Print Advertisements of Alcoholic Beverages
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
7 Multimodal Metaphor in Lithuanian Commercials of Alcoholic Beverages
Saulutė Juzelėnienė, Skirmantė Šarkauskienė, and Rita Baranauskienė
8 Embodiment of Transformation of Emotions in the Audiovisual Text
Jurgita Kerevičienė
Index