Representaciones multimodales de metáforas y metonimias en las etiquetas de vino de la D.O. ca. Rioja

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).