What is it about?
The author is the first to discuss visual metaphor and visual metonymy together, drawing on Conceptual Metaphor Theory -- and more specifically on the work of Ruiz de Mendoza-Ibanez. Her data are visual an multimodal print advertisements.
Photo by Simon Launay on Unsplash
Why is it important?
While CMT has long focused solely on "metaphor," it is increasingly clear that metaphor and metonymy interact. But analysing this interaction in the visual realm is innovative work.
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This page is a summary of: Book review, Journal of Pragmatics, January 2019, Elsevier, DOI: 10.1016/j.pragma.2018.11.003.
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