Moscow State Linguistic University, Russia, Moscow, mariataymour@gmail.com
The article analyzes the phenomenon of creativity in monomodal visual and multimodal verbal-visual metaphors. Their cognitive and pragmatic functioning is being studied using the example of road signs as an everyday metaphor. The results of the study show that the cognitive dissonance which is evoken in a recipient while inferring the meaning of certain signs is useful when the latter are exploited as art objects / advertising / humor / criticism, and is unacceptable in the context of road traffic, since this can lead to emergency situations and other undesirable consequences.
monomodal metaphor; multimodal verbal-visual metaphor; compression mechanism; language economy; cognitive dissonance
Download textFor citing: Taymour, М.P. (2021). Everyday linguistic creativity in monomodal and multimodal metaphors. Ethnopsycholinguistics. Moscow: INION RAN. Vol. 4(7), pp. 46-54. DOI: 10.31249/epl/2021.04.06