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Juricevic, Igor. "Analysis of pictorial metaphors in comicbook art: Test of the la-moad theory." Journal of Graphic Novels and Comics (2017): 1–21. 
Added by: joachim (8/6/18, 12:05 AM)   Last edited by: joachim (8/6/18, 12:24 AM)
Resource type: Journal Article
Language: en: English
Peer reviewed
DOI: 10.1080/21504857.2017.1313287
BibTeX citation key: Juricevic2017
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Categories: General
Keywords: Didactics, Empirical research, Metaphor
Creators: Juricevic
Collection: Journal of Graphic Novels and Comics
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Motion can be depicted using pictorial devices that are literal (representing features present in the real world) and metaphorical (representing features not present in the real world). How are literal and metaphorical pictorial devices used in comic book art? The Literal Additive Metaphorical One-And-Done (LA-MOAD) theory proposes that literal devices function additively while metaphorical devices function non-cumulatively. We test the generalisability of the LA-MOAD theory by analysing the pictorial devices used to depict jumping, falling, swinging and flying in 400 Silver- and Bronze-Age comic books. As predicted by the LA-MOAD theory, literal devices were used additively; artists preferred to use many literal devices. On the other hand, metaphorical devices were not used additively; artists preferred to use only one metaphorical device. The LA-MOAD theory has implications for comic book art as well as for how our cognitive system processes metaphorical information in general.
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