This article studies interesting print advertisements, i.e., those with intriguing pictures, whic... more This article studies interesting print advertisements, i.e., those with intriguing pictures, which are viewed here as types of multimodal discourse with an implicit transfer of meaning. It proposes that the advertisements have a unique surface structure, involving concise verbal and unexpected visual elements in interaction, which at the cognitive level prompt multimodal metaphors and metonymies used for inferring meaning. The aims are 1) to show that the intended meaning mainly stems from the interaction of two modes, i.e., language and picture, 2) to specify the dominating types of verbo-visual interaction, and 3) to point to the use of multimodal metaphor and metonymy as the main cognitive structures underlying the carefully designed structure of creative advertisements. Five common types of verbo-visual interaction are identified, whereby surface, i.e., verbo-visual and cognitive dimensions in creating meaning are unified. The specified types of verbal and visual elements in int...
This paper is an applied cognitive linguistic research into the mental process of meaning constru... more This paper is an applied cognitive linguistic research into the mental process of meaning construction taking place in the minds of message recipients in the communication process. The object of research are advertisements in which a special type of indirect, soft-selling advertising strategy is used; this strategy involves associating logically unrelated concepts. The aim of the research is to experimentally test how message recepients arrive at implicitly expressed meaning in advertisements. For that purpose an experiment focusing on one carefully chosen advertisement was conducted in which the examinees were asked to explain the meaning of the advertisement as well as to explain how they had arrived at that meaning. The examinees` answers were analyzed and interpreted with a special focus on the following issues: a) the linguistic and visual elements which prompted the examinees to reason in a certain direction, b) the ways in which the given linguistic and visual elements in the...
This paper studies the extended meanings of lexemes with the colour concepts RED, PINK, BLUE, GRE... more This paper studies the extended meanings of lexemes with the colour concepts RED, PINK, BLUE, GREEN and YELLOW expressing emotional, mental and physical states in English and Serbian from a cognitive linguistic perspective. The initial hypothesis is that lexemes with these colour concepts express states of the mind and/or the body, such as being angry, unrealistic or ill, and that these transferred metaphoric meanings are essentially metonymically grounded. The aims are the following: 1. to identify the conceptual metaphors associating concrete colour concepts with the abstract concepts of emotional, mental and physical states; 2. to determine the metonymic motivation of colour-related metaphors; and 3. to consider the issue of cultural universality and/or diversity. The results of the analysis show that the studied colour concepts express meanings associated with different states of the mind and/or the body, which are presented via conceptual metaphors (e.g. BEING EMBARRASSED IS BE...
The object of interest in this paper is the influence of English on lexemes in youth jargon in Se... more The object of interest in this paper is the influence of English on lexemes in youth jargon in Serbian, which is brimmming with anglicized words and structures. The study is based on the corpus excerpted from the YouTube channel by Yasserstain, the most popular YouTuber in Serbia. This topic encompasses two jargnos, youth and computer jargon, which often overlap in the language of the young. The aim of this paper is to illustrate and explain the phenomenon of new lexemes and semantic change of the exisiting ones in Serbian. The paper analyzes two types of lexical change effected by English, which dominate in the corpus: 1) anglicisms which introduce new concepts in Serbian (e.g. vlog, supskrajber) and b) Serbian (domestic or naturalized) words which develop new meanings. The results of the analysis show that new anglicisms which introduce new meanings are completely integrated in Serbian, which is testified by their fixed meanings and adapted morphological forms. In addition, for th...
This paper studies the extended meanings of lexemes with the colour concepts red, pink, blue, gre... more This paper studies the extended meanings of lexemes with the colour concepts red, pink, blue, green and yellow expressing emotional, mental and physical states in English and Serbian from a cognitive linguistic perspective. The initial hypothesis is that lexemes with these colour concepts express states of the mind and/or the body like being angry, unrealistic or sick, for instance, and that these transferred metaphoric meanings are essentially metonymically grounded. The aims are the following:1. to identify the conceptual metaphors associating concrete colour concepts with the abstract concepts of emotional, mental and physical states, 2. to determine metonymic motivation of colour-related metaphors, 3. to consider the issue of cultural universality and/or diversity. The results of the analysis have shown that the studied colour concepts express meanings associated with different states of the mind and the body, which is presented via conceptual metaphors (e.g. being embarrassed i...
Ovaj rad predstavlja primenjeno kognitivnolingvističko istraživanje gde se ispituje mentalni proc... more Ovaj rad predstavlja primenjeno kognitivnolingvističko istraživanje gde se ispituje mentalni proces konstruisanja značenja koji se odvija u umu primalaca poruke u procesu komunikacije. Predmet istraživanja su reklame u kojima je primenjen poseban tip blaže reklamne strategije, a koji podrazumeva spajanje logički nespojivih pojmova. Cilj istraživanja je eksperimentalno ispitati kako primaoci poruke dolaze do implicitno izraženog značenja u reklamama. U tu svrhu sproveden je eksperiment s jednom reklamom u kome ispitanici pokušavaju da objasne do koje poruke su došli i na koji način. Odgovori ispitanika su analizirani tako što je utvrđeno sledeće: a) jezički i vizuelni elementi koji su podstakli ispitanike na razmišljanje u određenom smeru, b) načini na koje su dati elementi prošireni u određene scenarije na osnovu vanjezičkog iskustva, kao i c) analogije između logički nespojivih elementata u reklami. Pošlo se od pretpostavke da je kognitivni mehanizam pojmovne integracije u osnovi i...
Folia Linguistica et Litteraria. Časopis za nauku o jeziku i književnosti, 2022
This article studies interesting print advertisements, i.e., those with intriguing pictures, whic... more This article studies interesting print advertisements, i.e., those with intriguing pictures, which are viewed here as types of multimodal discourse with an implicit transfer of meaning. It proposes that the advertisements have a unique surface structure, involving concise verbal and unexpected visual elements in interaction, which at the cognitive level prompt multimodal metaphors and metonymies used for inferring meaning. The aims are 1) to show that the intended meaning mainly stems from the interaction of two modes, i.e., language and picture, 2) to specify the dominating types of verbo-visual interaction, and 3) to point to the use of multimodal metaphor and metonymy as the main cognitive structures underlying the carefully designed structure of creative advertisements. Five common types of verbo-visual interaction are identified, whereby surface, i.e., verbo-visual and cognitive dimensions in creating meaning are unified. The specified types of verbal and visual elements in interaction are based on the notion of the level of verbal figurativeness and the visual creative continuum, rather than the notion of rhetorical figures. The article detects the typical functions of multimodal metaphor and metonymy and particularly stresses the role of multimodal metonymy in interaction with multimodal metaphor and the RESULT FOR ACTION multimodal metonymy. It is proposed that the picture acts as an attention-grabber, but that meaning inference results from the interaction of the language and the picture, i.e., multimodality.
This article studies interesting print advertisements, i.e., those with intriguing pictures, whic... more This article studies interesting print advertisements, i.e., those with intriguing pictures, which are viewed here as types of multimodal discourse with an implicit transfer of meaning. It proposes that the advertisements have a unique surface structure, involving concise verbal and unexpected visual elements in interaction, which at the cognitive level prompt multimodal metaphors and metonymies used for inferring meaning. The aims are 1) to show that the intended meaning mainly stems from the interaction of two modes, i.e., language and picture, 2) to specify the dominating types of verbo-visual interaction, and 3) to point to the use of multimodal metaphor and metonymy as the main cognitive structures underlying the carefully designed structure of creative advertisements. Five common types of verbo-visual interaction are identified, whereby surface, i.e., verbo-visual and cognitive dimensions in creating meaning are unified. The specified types of verbal and visual elements in int...
This paper is an applied cognitive linguistic research into the mental process of meaning constru... more This paper is an applied cognitive linguistic research into the mental process of meaning construction taking place in the minds of message recipients in the communication process. The object of research are advertisements in which a special type of indirect, soft-selling advertising strategy is used; this strategy involves associating logically unrelated concepts. The aim of the research is to experimentally test how message recepients arrive at implicitly expressed meaning in advertisements. For that purpose an experiment focusing on one carefully chosen advertisement was conducted in which the examinees were asked to explain the meaning of the advertisement as well as to explain how they had arrived at that meaning. The examinees` answers were analyzed and interpreted with a special focus on the following issues: a) the linguistic and visual elements which prompted the examinees to reason in a certain direction, b) the ways in which the given linguistic and visual elements in the...
This paper studies the extended meanings of lexemes with the colour concepts RED, PINK, BLUE, GRE... more This paper studies the extended meanings of lexemes with the colour concepts RED, PINK, BLUE, GREEN and YELLOW expressing emotional, mental and physical states in English and Serbian from a cognitive linguistic perspective. The initial hypothesis is that lexemes with these colour concepts express states of the mind and/or the body, such as being angry, unrealistic or ill, and that these transferred metaphoric meanings are essentially metonymically grounded. The aims are the following: 1. to identify the conceptual metaphors associating concrete colour concepts with the abstract concepts of emotional, mental and physical states; 2. to determine the metonymic motivation of colour-related metaphors; and 3. to consider the issue of cultural universality and/or diversity. The results of the analysis show that the studied colour concepts express meanings associated with different states of the mind and/or the body, which are presented via conceptual metaphors (e.g. BEING EMBARRASSED IS BE...
The object of interest in this paper is the influence of English on lexemes in youth jargon in Se... more The object of interest in this paper is the influence of English on lexemes in youth jargon in Serbian, which is brimmming with anglicized words and structures. The study is based on the corpus excerpted from the YouTube channel by Yasserstain, the most popular YouTuber in Serbia. This topic encompasses two jargnos, youth and computer jargon, which often overlap in the language of the young. The aim of this paper is to illustrate and explain the phenomenon of new lexemes and semantic change of the exisiting ones in Serbian. The paper analyzes two types of lexical change effected by English, which dominate in the corpus: 1) anglicisms which introduce new concepts in Serbian (e.g. vlog, supskrajber) and b) Serbian (domestic or naturalized) words which develop new meanings. The results of the analysis show that new anglicisms which introduce new meanings are completely integrated in Serbian, which is testified by their fixed meanings and adapted morphological forms. In addition, for th...
This paper studies the extended meanings of lexemes with the colour concepts red, pink, blue, gre... more This paper studies the extended meanings of lexemes with the colour concepts red, pink, blue, green and yellow expressing emotional, mental and physical states in English and Serbian from a cognitive linguistic perspective. The initial hypothesis is that lexemes with these colour concepts express states of the mind and/or the body like being angry, unrealistic or sick, for instance, and that these transferred metaphoric meanings are essentially metonymically grounded. The aims are the following:1. to identify the conceptual metaphors associating concrete colour concepts with the abstract concepts of emotional, mental and physical states, 2. to determine metonymic motivation of colour-related metaphors, 3. to consider the issue of cultural universality and/or diversity. The results of the analysis have shown that the studied colour concepts express meanings associated with different states of the mind and the body, which is presented via conceptual metaphors (e.g. being embarrassed i...
Ovaj rad predstavlja primenjeno kognitivnolingvističko istraživanje gde se ispituje mentalni proc... more Ovaj rad predstavlja primenjeno kognitivnolingvističko istraživanje gde se ispituje mentalni proces konstruisanja značenja koji se odvija u umu primalaca poruke u procesu komunikacije. Predmet istraživanja su reklame u kojima je primenjen poseban tip blaže reklamne strategije, a koji podrazumeva spajanje logički nespojivih pojmova. Cilj istraživanja je eksperimentalno ispitati kako primaoci poruke dolaze do implicitno izraženog značenja u reklamama. U tu svrhu sproveden je eksperiment s jednom reklamom u kome ispitanici pokušavaju da objasne do koje poruke su došli i na koji način. Odgovori ispitanika su analizirani tako što je utvrđeno sledeće: a) jezički i vizuelni elementi koji su podstakli ispitanike na razmišljanje u određenom smeru, b) načini na koje su dati elementi prošireni u određene scenarije na osnovu vanjezičkog iskustva, kao i c) analogije između logički nespojivih elementata u reklami. Pošlo se od pretpostavke da je kognitivni mehanizam pojmovne integracije u osnovi i...
Folia Linguistica et Litteraria. Časopis za nauku o jeziku i književnosti, 2022
This article studies interesting print advertisements, i.e., those with intriguing pictures, whic... more This article studies interesting print advertisements, i.e., those with intriguing pictures, which are viewed here as types of multimodal discourse with an implicit transfer of meaning. It proposes that the advertisements have a unique surface structure, involving concise verbal and unexpected visual elements in interaction, which at the cognitive level prompt multimodal metaphors and metonymies used for inferring meaning. The aims are 1) to show that the intended meaning mainly stems from the interaction of two modes, i.e., language and picture, 2) to specify the dominating types of verbo-visual interaction, and 3) to point to the use of multimodal metaphor and metonymy as the main cognitive structures underlying the carefully designed structure of creative advertisements. Five common types of verbo-visual interaction are identified, whereby surface, i.e., verbo-visual and cognitive dimensions in creating meaning are unified. The specified types of verbal and visual elements in interaction are based on the notion of the level of verbal figurativeness and the visual creative continuum, rather than the notion of rhetorical figures. The article detects the typical functions of multimodal metaphor and metonymy and particularly stresses the role of multimodal metonymy in interaction with multimodal metaphor and the RESULT FOR ACTION multimodal metonymy. It is proposed that the picture acts as an attention-grabber, but that meaning inference results from the interaction of the language and the picture, i.e., multimodality.
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Papers by Sonja Filipović Kovačević