What is it about?
A logical consequence of Lakoff and Johnson's claim that metaphor is first and foremost a matter of thought and action, and only derivatively a matter of language, is that metaphors should also be ubiquitous in visuals. And indeed they are. Advertising is a genre that often uses visual metaphors to make claims about products and services. This book shows how Black's (1979) "interactive/creative" theory of metaphor works unproblematically for visual metaphors. Several subtypes of visual metaphor are identified, one of which (the "verbo-pictorial" metaphor) I would later rebaptize as one type of "multimodal" metaphor. About multimodal metaphor I wrote a series of papers and chapters. With Eduardo Urios-Aparisi, I co-edited Multimodal Metaphor (Mouton de Gruyter 2009).
Photo by Rosie Kerr on Unsplash
Why is it important?
Proposing that, and how, metaphors can be expressed visually and multimodally helped substantiate Conceptual Metaphor Theory's claim that metaphor is a key conceptual tool in human thinking and acting. Moreover, visual metaphor constitutes an intriguing form of visual communication and visual rhetoric. Its theorization thereby feeds into visual and multimodality studies.
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This page is a summary of: Pictorial Metaphor in Advertising, January 2002, Taylor & Francis, DOI: 10.4324/9780203064252.
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