“Compasses, beauty queens and other PCs: pictorial metaphors in computer advertisements.” Hermes, Journal of Linguistics 24: 31-55.
Abstract: Computer advertisements make extensive use of pictorial metaphors. The model proposed in Forceville (1996) is used as a starting point to analyze 27 advertisements in PC Magazine, July/August 1999 (American edition) that contain a pictorial metaphor. The aim is twofold: (1) to further contribute to the theory of pictorial metaphor by testing the model against a new corpus; (2) to make an inventory of the source domains used in the metaphors, and thereby to make some observations about the ways in which representations of computer technology interact with our daily lives. Keywords: Pictorial/visual metaphor; Computer advertisements; Images & cognition.
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