VAIZDINĖ METAFORA SPAUSDINTOJE REKLAMOJE
VISUAL METAPHORS IN PRINTED ADVERTISEMENTS

Summary/Abstract: The article aims at analysing visual metaphors used in printed advertisements. The research is based on the framework of pictorial metaphor theory, described by C. Forceville. The main idea of the theory consists of the presumption that pictorial metaphors have to be analysed in terms of conceptual metaphors. C. Forceville follows M. Black’s Interaction theory, which defines relations between primary (frame) and secondary (focus) subjects. There are four main types of visual metaphors that can be distinguished: 1) metaphors with one visually presented subject (in absentia); 2) metaphors with two visually presented subjects (in presentia); 3) verbal-visual metaphors; 4) visual similes. The work has demonstrated that not only the verbal context has the ability to transfer the meaning in the printed advertisements. Visual context is nevertheless important. It can be stated that metaphor occurs in both ways, verbal and visual; still, images have more power to affect addressees than words do. The diversity of the visual metaphors provides printed advertisements with more expression and persuasion.

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