In Pictorial Metaphor in Advertising Charles Forceville argues thatmetaphor can occur in pictures as well as words and draws on relevant studiesfrom various di... » 

In Pictorial Metaphor in Advertising Charles Forceville argues thatmetaphor can occur in pictures as well as words and draws on relevant studiesfrom various disciplines to propose a model for the identificationclassification and analysis of pictorial metaphors. Forceville shows not onlyhow metaphor can occur in pictures but also provides a framework within whichthese pictorial metaphors can be analyzed.The theoretical insights are applied to thirty advertisements and billboards ofBritish French German and Dutch origin. The detailed analyses of theadvertisements suggest how metaphor theory can be employed as a tool in mediastudies shedding light on where general agreement about the meaning ofpictorial metaphor can shade over into other more idiosyncratic but equallyvalid interpretations. «