Multimodal metaphor, narrativity and creativity in TV cosmetics ads

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The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.


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