Further thoughts on delimiting pictorial metaphor

Charles Forceville

DOI: http://dx.doi.org/10.12775/ths.2002.009


In this article I want to point out and briefly discuss a number of issues pertaining to pictorial metaphor. Given the current state of affairs, there will be more questions than answers, but if the questions contribute anything to a further delimitation of pictorial metaphor, I shall be well satisfied. Let me begin by presenting in a nutshell the basic tenets from my own work on pictorial metaphor in advertising (Forceville 1996, 2000) as well as attempt to generalize some of these tenets. This will then provide a starting point for the limitations that study of the field has - some of them inherent in the corpus material chosen - which subsequently will facilitate thinking about the directions further research could take.


pictorial metaphor; Forceville; delimitation

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