Text and image are used together in an increasingly flexible fashion and many disciplines
and areas of study are now attempting to understand how these combinations work. This …

Exploring Intercultural Communication investigates the role of language in intercultural
communication, paying particular attention to the interplay between cultural diversity and …

It is often claimed that a picture tells us more than a thousand words, but studying pictorial
metaphors reveals how much background knowledge is needed to understand and evaluate …

Even though, to date, numerous studies in food advertising have considered the use of
visual metaphors, their impact on consumers' responses in diverse cultures has been only …

The effect of visual metaphor in advertising is claimed to follow a curvilinear pattern: visual
metaphors that constitute a moderate challenge are said to have a bigger impact on …

Over the past decades, metaphor has come to be seen as a trope that governs thought, not
just language. A consequence of accepting this view is that its manifestations should be …

The concept of multimodal metaphor has generated a growing body of literature over the
past decades. However, a systemic review of the domain seems to be lacking in relevant …

This book develops a new framework for describing the structure of multimodal documents:
how language, image, layout and other modes of communication work together to convey …

Purpose This study aims to explore the attraction, influence and persuasive effect of
advertising (with or without metaphor) across different types of hotels (luxury vs. budget …

Rhetorical tropes like metaphors and irony are widely used in print advertising. Current
advertising literature assumes that these different tropes (metaphor, irony) are persuasive …