Metonymy in Visual Images of Anti-Pollution Advertisements

Zhongrui WANG, Lijuan ZHANG


Since Forceville (2007, 2008, 2009) proposed the notion of multimodal metaphor, visual metaphors in advertisements have been extensively documented. However, research on visual metonymies remains relatively rare. We focused on visual metonymies in 100 anti-pollution advertisements, finding that PATIENT FOR EVENT is the most used in such kinds of advertisements. Effects more readily serve as metonymic vehicles than causes, but CAUSE FOR EFFECT metonymy and EFFECT FOR CAUSE metonymy always appear at the same time.


Metonymy in visual images; Anti-pollution advertisements; ICM

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