![]() ![]() The final chapter of this book looks at ways in which the insights gained can be used for further research. ![]() Apart from substantiating the claim that it makes sense to talk about ‘pictorial metaphors’, the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. The theoretical insights are applied to thirty advertisements and billboards of British, French, German, and Dutch origin. By using insights taken from a range of linguistic, artistic, and cognitive perspectives, for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these ‘pictorial’ metaphors can be analysed. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures. Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. ![]()
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