Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Recontextualizando práticas sociais e globalização: metáfora multimodal e narrativa ficcional em anúncios comerciais impressos e na internet

This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.

multimodal metaphor; advertising; narrative; sociocultural variation