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.

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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.


In my view, CMT's emphasis on the conceptual nature of all tropes means that the logical next step is to develop theories of ALL known tropes from a cognitivist perspective -- and this involves not just their verbal, but also their visual and multimodal manifestations (see Forceville 2019 for discussion).

Dr Charles Forceville
Universiteit van Amsterdam

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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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