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A STUDY OF PICTORIALMETAPHOR IN ADVERTISEMENTS

Pictorial metaphors are one of the non-verbal metaphors that commonly appear in advertisements. These metaphors include source and target domains. When both of these domains are visually represented, they are called monomodal. Whereas when verbal representation is used with visual one, they are called multimodal. Pictorial metaphors can be contextual when only one domain is visually represented and the other is contextually known. Pictorial metaphor can also besimile when both domains express the point of similarity between them, or hybrid when the source and target domains are mixed. This paper aims to identify the use of pictorial metaphor in American and British advertisements and show how they are similar or different. To achieve the aims of the study, an eclectic model of Forceville's (1996 ) and Evans and Green ́s (2006) is used to analyze 10 selected American and British advertisement.The analysis of data revealsthat there are some similarities and differences in American and British pictorial metaphor advertisements. It also concludes that hybrid pictorial metaphor is the most repeatedly used in pictorial metaphor in both American and British advertisements.