Pictorial Metaphor in Advertising

InPictorial Metaphor in Advertising,Charles Forceville argues that metaphor can occur in pictures as well as words and draws on relevant studies from various disciplines to propose a model for the identification, classification and analysis of "pictorial metaphors." Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. The detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies, shedding light on where general agreement about the meaning of pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations.