1887
  1. Home
  2. e-Journals
  3. Linguistic Landscape
  4. Volume 5, Issue 1
  5. Article
Volume 5, Issue 1
  • ISSN 2214-9953
  • E-ISSN: 2214-9961
USD
Buy:$35.00 + Taxes

Abstract

Abstract

This article examines how eliciting metaphors from multimodal commercials can facilitate a critical interpretation of advertising media, which is ubiquitous in the LL and highly manipulative. Adolescent students, a population which is particularly vulnerable to advertising’s influence, utilized the analytic tool of metaphor elicitation to abstract away from the vast multimodal information that characterizes commercials, and simplify this information in the linguistic formulation of metaphor (e.g., ). The contrived link between the given brand (e.g., Super-Pharm pharmaceutical stores) and its metaphorically-attached source domain (e.g., circus) was emphasized to increase awareness of how the commercial was structured to deceive consumers. The study evaluated the intervention using a quasi-experimental design, showing that metaphor elicitation facilitated the , critical , and responsible inclinations of participants concerning advertising media. The study suggests that using the formulation of metaphor can help adolescents critically interpret the increasingly-deceptive commercial .

© John Benjamins Publishing Company
Loading

Article metrics loading...

/content/journals/10.1075/ll.18020.mic
2019-03-07
2020-10-25

  • From This Site

    /content/journals/10.1075/ll.18020.mic
    dcterms_title,dcterms_subject,pub_keyword
    -contentType:Journal -contentType:Contributor -contentType:Concept -contentType:Institution
    10
    5
Loading full text...

Full text loading...

References

  1. Akınoğlu, O.
    (2017) Pre-service teachers’ metaphorical perceptions regarding the concept of curriculum. International Journal of Instruction, 10(2), 263–278. 10.12973/iji.2017.10217a
     https://doi.org/10.12973/iji.2017.10217a [Google Scholar]
  2. Aufderheide, P.
    (1993) Media literacy: A report of the national leadership conference on media literacy. Aspen, CO: Aspen Institute.
     [Google Scholar]
  3. Austin, E. W., & Pinkleton, B. E.
    (2016) The viability of media literacy in reducing the influence of misleading media messages on young people’s decision-making concerning alcohol, tobacco, and other substances. Current Addiction Reports, 3(2), 175–181. 10.1007/s40429‑016‑0100‑4
     https://doi.org/10.1007/s40429-016-0100-4 [Google Scholar]
  4. Bauman, R., & Briggs, C. L.
    (1990) Poetics and performance as critical perspectives on language and social life. Annual Review of Anthropology, 19, 59–88. 10.1146/annurev.an.19.100190.000423
     https://doi.org/10.1146/annurev.an.19.100190.000423 [Google Scholar]
  5. Begoray, D., Higgins, J. W., Harrison, J., & Collins-Emery, A.
    (2013) Adolescent reading/viewing of advertisements. Journal of Adolescent & Adult Literacy, 57(2), 121–130. 10.1002/JAAL.202
     https://doi.org/10.1002/JAAL.202 [Google Scholar]
  6. Ben-Rafael, E., Shohamy, E., Hasan Amara, M., & Trumper-Hecht, N.
    (2006) Linguistic landscape as symbolic construction of the public space: The case of Israel. International Journal of Multilingualism, 3(1), 7–30. 10.1080/14790710608668383
     https://doi.org/10.1080/14790710608668383 [Google Scholar]
  7. Berezkina, M.
    (2018) Language is a costly and complicating factor: A diachronic study of language policy in the virtual public sector. Language Policy, 17(1), 55–75. 10.1007/s10993‑016‑9422‑2
     https://doi.org/10.1007/s10993-016-9422-2 [Google Scholar]
  8. Blommaert, J.
    (2013) Ethnography, Superdiversity and Linguistic Landscapes: Chronicles of Complexity. Bristol, UK: Multilingual Matters. 10.21832/9781783090419
     https://doi.org/10.21832/9781783090419 [Google Scholar]
  9. BouJaoude, S., & Tamim, R.
    (2008) Middle school students’ perceptions of the instructional value of analogies, summaries and answering questions in life science. Science Educator, 17(1), 72–78.
     [Google Scholar]
  10. Boush, D. M., Friestad, M., & Wright, P.
    (2009) Deception in the marketplace. NY, USA: Routledge.
     [Google Scholar]
  11. Buijzen, M.
    (2007) Reducing children’s susceptibility to commercials: Mechanisms of factual and evaluative advertising interventions. Media Psychology, 9(2), 411–430. 10.1080/15213260701291361
     https://doi.org/10.1080/15213260701291361 [Google Scholar]
  12. Buijzen, M., Rozendaal, E., & van Reijmersdal, E. A.
    (2013) Media, advertising, and consumerism. InD. Lemish (Ed.), The Routledge international handbook of children, adolescents and media (pp.271–278). Abingdon: Routledge.
     [Google Scholar]
  13. Burwell, C., & Lenters, K.
    (2015) Word on the street: Investigating linguistic landscapes with urban Canadian youth. Pedagogies: An International Journal, 10(3), 201–221. 10.1080/1554480X.2015.1029481
     https://doi.org/10.1080/1554480X.2015.1029481 [Google Scholar]
  14. Caballero, R.
    (2014) Exploring the combination of language, images and sound in the metaphors of TV commercials. Atlantis, 36(2), 31–51.
     [Google Scholar]
  15. Caldwell, D.
    (2017) Printed t-shirts in the linguistic landscape. Linguistic Landscape, 3(2), 122–148. 10.1075/ll.3.2.02cal
     https://doi.org/10.1075/ll.3.2.02cal [Google Scholar]
  16. del Mar Pàmies, M., Ryan, G., & Valverde, M.
    (2016) How intervention can empower children as consumers in dealing with advertising. International Journal of Consumer Studies, 40(5), 601–609. 10.1111/ijcs.12305
     https://doi.org/10.1111/ijcs.12305 [Google Scholar]
  17. Fairclough, N.
    (2014) Critical language awareness. Routledge.
     [Google Scholar]
  18. Forceville, C.
    (2007) Multimodal metaphor in ten Dutch TV commercials. Public Journal of Semiotics, 1(1), 15–34.
     [Google Scholar]
  19. (2008) Pictorial and multimodal metaphor in commercials. InE. F. McQuarrie, & B. J. Phillips (Eds.), Go figure! New directions in advertising rhetoric (pp.178–204). Armonk, NY: ME Sharpe.
     [Google Scholar]
  20. (2012) Creativity in pictorial and multimodal advertising metaphors. InR. Jones (Ed.), Discourse and creativity (pp.113–132). Harlow: Pearson/Longman.
     [Google Scholar]
  21. Freire, P.
    (1998) Pedagogy of freedom: Ethics, democracy, and civic courage. Rowman & Littlefield.
     [Google Scholar]
  22. Gerwin, R. L., Kaliebe, K., & Daigle, M.
    (2018) The Interplay Between Digital Media Use and Development. Child and adolescent psychiatric clinics of North America, 27(2), 345–355. 10.1016/j.chc.2017.11.002
     https://doi.org/10.1016/j.chc.2017.11.002 [Google Scholar]
  23. Glucksberg, S., & Haught, C.
    (2006) On the relation between metaphor and simile: When comparison fails. Mind & Language, 21(3), 360–378. 10.1111/j.1468‑0017.2006.00282.x
     https://doi.org/10.1111/j.1468-0017.2006.00282.x [Google Scholar]
  24. Goldstein-Havazki, R.
    (2011) A travel diary in Jaffa: Development of linguistic landscape awareness and attitudes among teenagers. Unpublished MA thesis, Tel Aviv University.
  25. Gorter, D.
    (ed.) (2006) Linguistic Landscape: A New Approach to Multilingualism. Clevedon, UK: Multilingual Matters. 10.21832/9781853599170
     https://doi.org/10.21832/9781853599170 [Google Scholar]
  26. Hayik, R.
    (2017) Exploring the perceptions of passers-by through the participatory documentary photography tool PhotoVoice. Linguistic Landscape, 3(2), 187–212. 10.1075/ll.3.2.04hay
     https://doi.org/10.1075/ll.3.2.04hay [Google Scholar]
  27. Harr, R., & Van Langenhove, L.
    (1998) Positioning theory: Moral contexts of international action. Wiley-Blackwell.
     [Google Scholar]
  28. Hult, F. M.
    (2014) Drive-thru linguistic landscaping: Constructing a linguistically dominant place in a bilingual space. International Journal of Bilingualism, 18(5), 507–523. 10.1177/1367006913484206
     https://doi.org/10.1177/1367006913484206 [Google Scholar]
  29. Iedema, R.
    (2003) Multimodality, resemiotization: Extending the analysis of discourse as multisemiotic practice. Visual Communication, 2(1), 29–57. 10.1177/1470357203002001751
     https://doi.org/10.1177/1470357203002001751 [Google Scholar]
  30. Ivkovic, D., & Lotherington, H.
    (2009) Multilingualism in cyberspace: Conceptualising the virtual linguistic landscape. International Journal of Multilingualism, 6(1), 17–36. 10.1080/14790710802582436
     https://doi.org/10.1080/14790710802582436 [Google Scholar]
  31. Jaworski, A.
    (2010) Linguistic landscapes on postcards: Tourist mediation and the sociolinguistic communities of contact. Sociolinguistic Studies, 4(3), 469–594.
     [Google Scholar]
  32. Jaworski, A., & Thurlow, C.
    (2010) Introducing semiotic landscapes. InA. Jaworski & C. Thurlow (Eds.), Semiotic Landscapes: Language, Image, Space, (pp.1–40). London: Continuum.
     [Google Scholar]
  33. Jeong, S., Cho, H., & Hwang, Y.
    (2012) Media literacy interventions: A meta-analytic review. Journal of Communication, 62(3), 454–472. 10.1111/j.1460‑2466.2012.01643.x
     https://doi.org/10.1111/j.1460-2466.2012.01643.x [Google Scholar]
  34. John, D. R.
    (1999) Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183–213. 10.1086/209559
     https://doi.org/10.1086/209559 [Google Scholar]
  35. Kincheloe, J. L.
    (2008) Critical pedagogy. Peter Lang. 10.1007/978‑1‑4020‑8224‑5
     https://doi.org/10.1007/978-1-4020-8224-5 [Google Scholar]
  36. Klein, N.
    (1999) No logo: Taking aim at the brand bullies. Knopf Canada, Picador.
     [Google Scholar]
  37. Kress, G. R.
    (2010) Multimodality: A social semiotic approach to contemporary communication. London/New York: Routledge.
     [Google Scholar]
  38. Krippendorff, K.
    (2012) Content analysis: An introduction to its methodology. Sage Publications.
     [Google Scholar]
  39. Lakoff, G., & Johnson, M.
    (1980) Metaphors we live by. Chicago: University of Chicago press.
     [Google Scholar]
  40. Landis, J. R., & Koch, G. G.
    (1977) The measurement of observer agreement for categorical data. Biometrics, 33(1), 159–174. 10.2307/2529310
     https://doi.org/10.2307/2529310 [Google Scholar]
  41. Landry, R., & Bourhis, R. Y.
    (1997) Linguistic landscape and ethnolinguistic vitality: An empirical study. Journal of Language and Social Psychology, 16(1), 23–49. 10.1177/0261927X970161002
     https://doi.org/10.1177/0261927X970161002 [Google Scholar]
  42. Leeman, J., & G. Modan
    (2009) Commodified language in Chinatown: A contextualized approach to linguistic landscape. Journal of Sociolinguistics, 13(3), 332–362. 10.1111/j.1467‑9841.2009.00409.x
     https://doi.org/10.1111/j.1467-9841.2009.00409.x [Google Scholar]
  43. Lefebvre, H.
    (1991) The production of space. Oxford Blackwell.
     [Google Scholar]
  44. Littlemore, J.
    (2004) Conceptual metaphor as a vehicle for promoting critical thinking skills amongst international students. InL. E. Sheldon (Ed.), Directions for the future: Issues in English for academic purposes (pp.43–50). Peter Lang.
     [Google Scholar]
  45. Lou, J.
    (2010) Chinatown transformed: Ideology, power, and resources in narrative place-making. Discourse Studies, 12(5), 625–647. 10.1177/1461445610371055
     https://doi.org/10.1177/1461445610371055 [Google Scholar]
  46. Lou, J. J.
    (2016) Shop sign as monument. Linguistic Landscape, 2(3), 211–222. 10.1075/ll.2.3.01lou
     https://doi.org/10.1075/ll.2.3.01lou [Google Scholar]
  47. Low, G.
    (2017) Eliciting metaphor in education research: Is it really worth the effort?. InF. Ervas, E. Gola, & M. G. Rossi (Eds.) Metaphor in communication, science and education (pp.249–266). Walter de Gruyter GmbH. 10.1515/9783110549928‑014
     https://doi.org/10.1515/9783110549928-014 [Google Scholar]
  48. (2008) Metaphor and education. InR. W. Gibbs (Ed.), The Cambridge handbook of metaphor and thought (pp.212–231). Cambridge University Press. 10.1017/CBO9780511816802.014
     https://doi.org/10.1017/CBO9780511816802.014 [Google Scholar]
  49. Luke, A.
    (2012) Critical literacy: Foundational notes. Theory into practice, 51(1), 4–11. 10.1080/00405841.2012.636324
     https://doi.org/10.1080/00405841.2012.636324 [Google Scholar]
  50. Lupyan, G.
    (2016) The centrality of language in human cognition. Language Learning, 66(3), 516–553. 10.1111/lang.12155
     https://doi.org/10.1111/lang.12155 [Google Scholar]
  51. Malinowski, D.
    (2015) Opening spaces of learning in the linguistic landscape. Linguistic Landscape: An International Journal, 1(1), 95–113. 10.1075/ll.1.1‑2.06mal
     https://doi.org/10.1075/ll.1.1-2.06mal [Google Scholar]
  52. (2018) Linguistic landscape. InA. Phakiti, P. De Costa, L. Plonsky, S. Starfield (Eds.), The Palgrave Handbook of Applied Linguistics Research Methodology (pp.869–885). Palgrave Macmillan, London. 10.1057/978‑1‑137‑59900‑1_40
     https://doi.org/10.1057/978-1-137-59900-1_40 [Google Scholar]
  53. Michalovich, A.
    (2017) Facilitating critical interpretation of commercials via multimodal metaphor analysis in the classroom. Unpublished MA thesis, Tel Aviv University.
  54. Pechmann, C., Levine, L., Loughlin, S., & Leslie, F.
    (2005) Impulsive and self-conscious: Adolescents’ vulnerability to advertising and promotion. Journal of Public Policy & Marketing, 24(2), 202–221. 10.1509/jppm.2005.24.2.202
     https://doi.org/10.1509/jppm.2005.24.2.202 [Google Scholar]
  55. Pennycook, A.
    (2009) Linguistic landscapes and the transgressive semiotics of graffiti. InE. Shohamy, & D. Gorter (Eds.), Linguistic landscape: Expanding the scenery (pp.302–312). New York: Routledge.
     [Google Scholar]
  56. Pennycook, A., & Otsuji, E.
    (2015) Making scents of the landscape. Linguistic Landscape: An International Journal, 1(3), 191–212. 10.1075/ll.1.3.01pen
     https://doi.org/10.1075/ll.1.3.01pen [Google Scholar]
  57. Piller, I.
    (2001) Identity constructions in multilingual advertising. Language in Society, 30, 153–186. 10.1017/S0267190503000254
     https://doi.org/10.1017/S0267190503000254 [Google Scholar]
  58. Pujolar, J.
    (2018) Post-nationalism and language commodification. InJ. W. Tollefson & M. Pérez-Milans (Eds.), The Oxford Handbook of Language Policy and Planning (pp.485–504). Oxford University Press.
     [Google Scholar]
  59. Rogers, R., & O’Daniels, K.
    (2015) A kaleidoscopic view of the field. InJ. Roswell & K. Pahl (Eds.), The Routledge Handbook of Literacy Studies (pp.62–78). Abingdon: Routledge.
     [Google Scholar]
  60. Rowland, L.
    (2013) The pedagogical benefits of a linguistic landscape project in Japan. International Journal of Bilingual Education and Bilingualism, 16(4), 494–505. 10.1080/13670050.2012.708319
     https://doi.org/10.1080/13670050.2012.708319 [Google Scholar]
  61. Rozendaal, E., Lapierre, M. A., Van Reijmersdal, E. A., & Buijzen, M.
    (2011) Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333–354. 10.1080/15213269.2011.620540
     https://doi.org/10.1080/15213269.2011.620540 [Google Scholar]
  62. Rozendaal, E., Opree, S. J., & Buijzen, M.
    (2016) Development and validation of a survey instrument to measure children’s advertising literacy. Media Psychology, 19(1), 72–100. 10.1080/15213269.2014.885843
     https://doi.org/10.1080/15213269.2014.885843 [Google Scholar]
  63. Sebba, M.
    (2013) Multilingualism in written discourse: An approach to the analysis of multilingual texts. International Journal of Bilingualism, 17(1), 97–118. 10.1177/1367006912438301
     https://doi.org/10.1177/1367006912438301 [Google Scholar]
  64. Shohamy, E.
    (2015) LL research as expanding language and language policy. Linguistic Landscape, 1(1), 152–171. 10.1075/ll.1.1‑2.09sho
     https://doi.org/10.1075/ll.1.1-2.09sho [Google Scholar]
  65. Shohamy, E., & Waksman, S.
    (2009) Linguistic landscape as an ecological arena. InD. Gorter, & E. Shohamy (Eds.), Linguistic landscapes: Expanding the scenery (pp.313–331). New York: Routledge.
     [Google Scholar]
  66. (2010) Building the nation, writing the past: History and textuality at the Ha’apala memorial in Tel Aviv-Jaffa. InA. Jaworski & C. Thurlow (Eds.), Semiotic Landscapes: Language, Image, Space (pp.241–255). Bloomsbury.
     [Google Scholar]
  67. Stroud, C., and S. Mpendukana
    (2009) Towards a material ethnography of linguistic landscape: Multilingualism, mobility and space in a South African Township. Journal of Sociolinguistics, 13, 363–386. 10.1111/j.1467‑9841.2009.00410.x
     https://doi.org/10.1111/j.1467-9841.2009.00410.x [Google Scholar]
  68. The New London Group
    The New London Group (1996) A pedagogy of multiliteracies: Designing social futures. Harvard Educational Review, 66(1), 60–93. 10.17763/haer.66.1.17370n67v22j160u
     https://doi.org/10.17763/haer.66.1.17370n67v22j160u [Google Scholar]
  69. Thibodeau, P., & Boroditsky, L.
    (2011) Metaphors we think with: The role of metaphor in reasoning. PLoS One, 6(2), e16782. 10.1371/journal.pone.0016782
     https://doi.org/10.1371/journal.pone.0016782 [Google Scholar]
  70. Troyer, R. A.
    (2012) English in the Thai linguistic netscape. World Englishes, 31(1), 93–112. 10.1111/j.1467‑971X.2011.01742.x
     https://doi.org/10.1111/j.1467-971X.2011.01742.x [Google Scholar]
  71. Trumper-Hecht, N.
    (2010) Linguistic landscape in mixed cities in Israel from the perspective of ‘walkers’: The case of Arabic. InE. Shohamy, E. Ben-Rafael, & M. Barni (Eds.), Linguistic landscape in the city (pp.235–251). Bristol: Multilingual Matters. 10.21832/9781847692993‑015
     https://doi.org/10.21832/9781847692993-015 [Google Scholar]
  72. Van Mensel, L., Vandenbroucke, M., & Blackwood, R.
    (2016) Linguistic landscapes. InO. García, N. Flores, & M. Spotti (Eds.), The Oxford handbook of language and society, (pp.423–450). Oxford University Press.
     [Google Scholar]
  73. Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E., & van Noort, G.
    (2018) Like or dislike? Adolescents’ responses to personalized social network site advertising. Journal of Marketing Communications, 24(6), 599–616. 10.1080/13527266.2016.1182938
     https://doi.org/10.1080/13527266.2016.1182938 [Google Scholar]
  74. Wan, W.
    (2015) Developing critical thinking in academic writing through a metaphor elicitation technique. InW. Wan, & G. Low (Eds.), Elicited metaphor analysis in educational discourse (pp.213–237). John Benjamins Publishing Company. 10.1075/milcc.3.09wan
     https://doi.org/10.1075/milcc.3.09wan [Google Scholar]
  75. Wan, W., & Low, G.
    (2015) Introduction. InG. Low, & W. Wan (Eds.), Elicited metaphor analysis in educational discourse (pp.1–12). John Benjamins Publishing Company. 10.1075/milcc.3.001int
     https://doi.org/10.1075/milcc.3.001int [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/ll.18020.mic
Loading
Reframing the linguistic to analyze the landscape
Linguistic Landscape 5, 28 (2019); https://doi.org/10.1075/ll.18020.mic
/content/journals/10.1075/ll.18020.mic
/content/journals/10.1075/ll.18020.mic
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): advertising literacy , critical literacy , media literacy , metaphor elicitation and multimodality

Most Cited

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error