At the third talk Forceville gave in Taiwan, I asked how could it be possible for non-conceptual images and animations with music, which are modalities other than the literal medias, which might be the only abstract concepts carrier that can make argumentation and reasoning, to convey concepts and even indicate to certain conclusions.
By using his cf examples: to humanized vegetables (an onion and a leek I think) walking in and came closer to each other with a kissing sound effect in the background music of Wedding March. Then both vegetables jumped into a bowl of rice, so the product in promotion is!
Just how could this animation convey a wedding scene or marriage to the concept of combination!
So replied Forceville:
In a certain genre of information (such a s a comedy show, a poetry, and in this case, a tv advertisement),
people expect certain contents and understand how things happen in a certain way. We laugh at a pratfall before a comedy; while we worry at a tv news. And people also reasonablise the fragment to comprehend.
In visually using metaphors as humanizing the vegetables and the church-like shape of the package of the product, with the Wedding March and the kissing sound, we could find out a marriage begins here. And so brings to the combination of the ingredients.
Now I would like to argue further:
through metaphor, which, by definition, is to understand one thing through another,
taking marriage as the source domain, we capture (one of) the core of marriage is combination of two
(let's say individuals), then it allows us to refer to the motion of 2 vegetables jumping into one bowl united as one.
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