Multimodal metaphors and practical argumentation: Discussing rhetorical effects and modes of articulation between modalities

Abstract

This paper aims to discuss both a typology of articulation between verbal and pictorial modalities in the construal of metaphors and the potential pragmatic and rhetorical effects of the activation of multimodal metaphors in practical argumentation. To do so, we analyze six texts from governmental health campaigns in Brazil oriented towards the elimination of Aedes aegypti breeding grounds, the mosquito mainly responsible for the transmission of dengue fever, chikungunya and zika in the country. In terms of the expression of metaphorical vehicles and topics in each modality, we could identify, as a result, three main modes of articulation: autonomy, correlation and interdependence. For each mode, we showed some pragmatic and semantic effects, such as increasing metaphoricity, inducing reframing and refining referentiality. We frame this discussion by critically considering a series of different frameworks on metaphor studies, such as Lakoff and Johnson (1980), Forceville (2007), Müller (2008), Vereza (2007, 2017, 2018), Gonçalves-Segundo and Zelic (2016) and Steen (2017). In terms of argumentative roles, we concluded that multimodal metaphors were relevant in construing the Negative Consequences of inaction in regard to the elimination of breeding grounds, hyperbolizing the lethal potential of the infections; in inducing the reader’s readiness and tendency towards working collectively to achieve the campaign’s intended Goals; and, finally, in generating humor in the construal of the campaign’s Motivating Circumstances, in order to draw the reader’s attention and identification towards this necessary social action. To support this debate, we drew mainly on Fairclough and Fairclough (2012), Macagno and Walton (2019) and Gonçalves-Segundo (2019).