Metafory w plakatach teatralnych Jerzego Czerniawskiego
Metaphors in Jerzy Czerniawski’s theatre posters

Summary/Abstract: The paper analyses and interprets J. Czerniawski’s artistic theatre posters. The aim of the research was to verify the assumption that multimodal metaphors are conceptual in their nature, to check how the detailed assumptions of G. Lakoff’s and M. Johnson’s conceptual metaphor theory match the analyses of artistic multimodal messages, and to confront this theory with C. Forceville’s concept of multimodal metaphors. The specific goal was to attempt to define multimodal metaphors in an original way. The researcher puts forward a hypothesis, subsequently verified with analyses, that in the process of decoding the meanings of a poster, the images are read in conjunction with the words – titles of the performances, while the reception of the multi-code message constitutes mental negotiation (taking place in the recipient’s mind) of the meanings of multi-level metaphors, in which language and image analogies result not only from their defined meanings, but also from the connotative features of verbal and non-verbal signs. The text fits within the framework of interdisciplinary cognitive research on artistic discourse.

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