ROLE OF MULTIMODAL METAPHOR IN CONSTRUCTING IMAGE OF CORPORATE LEADER ON BUSINESS MAGAZINE COVERS

Abstract

This paper contributes to the relatively nascent field of multi-modal metaphor research, specifically focusing on the manifestation of the given type of metaphors on the covers of business magazines. For the purpose of this study, a sample of covers from prominent business magazines (including Bloomberg Businessweek, Time Magazine, and The Economist) was collected and analyzed. In this research paper, four types of multi-modal metaphors have been distinguished based on the means of encoding source domains and target domains in verbal and pictorial modes. The study was performed within the theoretical framework of critical metaphor analysis. After analyzing the articles, it has been determined that multi-modal metaphors on business magazine covers can be based on image-schema level metaphors such as POWER IS UP as well as more complex domain-level metaphors such as BUSINESS LEADER IS A RELIGIOUS FIGURE. Covers that rely on multi-modal metaphors help to define the personality of a certain magazine.