The need to obtain the most desirable education in South Korea’s competitive society has resulted in discursive convergence of creative metaphoric expressions on education on a variety of platforms. One way of exploring novel metaphors concerning education is to examine advertisement posters promoting college admission, because these posters offer unique perspectives on the creative operation of cognitive mechanisms in images and texts conveying conceptual metaphors presented visually as well as verbally. The study aims to explore (i) how metaphoric creativity in multimodal metaphors is manifested in South Korean college advertising posters; (ii) what metaphorical patterns arise in the interaction of different modes and contexts; and (iii) what social perspectives, values, ideologies, and cultural underpinnings of Korean education discourse are conveyed from the discoursal point of view. From the conceptual perspective, our study demonstrates two major mechanisms, one related to the multilevel frame view of metaphors (Cameron, Low, and Maslen, 2010; Musolff, 2006; Semino, Demjén, and Demmen, 2018), and the other related to the dissemination of mapping relations with respect to visual and verbal modes (Forceville, 2009). From the discoursal perspective of cognitive linguistics (Charteris-Black, 2004; Hart, 2015; Musolff, 2016), our study demonstrates that discourse stances displayed in the posters regarding the perception, purpose, progress, and process of education are constructed based on embodied experiences. The study discusses discoursal views related to self-growth, national and global competitiveness, the national identity of Koreanness, and the idea of building human capital and facilitating employment in South Korea.

Authors:
Ebru Turker, Arizona State University, United States
Jae Hyun Park, Sangmyung University, South Korea

About the Presenter(s)
Professor Ebru Turker is a University Associate Professor/Senior Lecturer at Arizona State University in United States

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