Volume 27, Issue 2
  • ISSN 0213-2028
  • E-ISSN: 2254-6774
Buy:$35.00 + Taxes


In this paper, we will try to offer an analysis of multimodal representations in a sample of Riojan wine labels. Basic formal operation such as cueing has allowed us to present metonymic and metaphoric relations existing between brand names, their origins, Riojan culture as well as viticultural aspects. We present four models of pictorial metaphors and a model of blended space. The role of these conceptual mappings in meaning derivation is relevant in multimodal genre as well as in the communicative functions of wine labels. In this study we have considered ontological metonymies (Kövecses & Radden, 1998), formal and content cognitive operations (Ruiz de Mendoza, 2001, 2011) as well as multimodal representations (Forceville, 2005, 2009).


Article metrics loading...

Loading full text...

Full text loading...

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