Abstract

AGUILAR LEYVA, Oquitzin. Enfocando la metáfora visual: ópticas cognitivas I. Culturales [online]. 2012, vol.8, n.16, pp.33-84. ISSN 2448-539X.

Reflections on the metaphor have accompanied the development of Western Thought since its origins. Beginning with initial attempts at its elucidation, coined by Aristotelian Rhetoric and Poetics, and moving on to the modern theories of interaction that emerged well into the 20th century, we have accumulated an important range of intellectual approaches whose scope and commentary constitute the raw material of not a few monographs, including those of Hawks (1972) and Ricoeur (1980), to mention some of the most prominent. Far from pretending to prolong these efforts, our contribution focuses on the growing proliferation of icons in contemporary media communication, to develop an analysis as much on the plausible existence of the visual/audiovisual metaphor, as on the theoretic- methodological terminology in which its studies can be conducted. The theorical inquiry we present here, seeks to move towards a framework that explores the visual metaphor as a communication tool, describing mainly the fundamental cognitive processes that it's accomplishment in all moments presupposes...

Keywords : audiovisual metaphor; cognition; cognitive metaphor; cognitive domains; mental spaces.

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