9.2What adds Multimodal Metaphor and Metonymy in Advertising to what we already know?
We live in a multimodal world
However, we need verbal metaphor to investigate multimodal metaphor
Metaphor is not everything
Figurative complexity can be pinned down
Metonymy matters (a lot)
Metaphor and metonymy are used creatively (yet to a limited and predictable extent)
Multimodal metaphor and metonymy can make better advertisements
Multimodal metaphor and metonymy matter to advertisers and cognitive scientists
9.3Implications of this book for future research on multimodal metaphor and metonymy
9.4Reverse engineering and suggestions for further research
The economic use of visuals and text in printed advertising is not necessarily linked to the volume and complexity of the conceptual configuration structuring the advertisement
Keep it simple
Metaphtonymies are helpful
Conceptual complexes based on chaining are more likely to require greater cognitive effort than integration-based complexes
Eye movements in multimodal metaphor processing are likely to be different from non-figurative images
Metaphor will create more positive attitudes towards a product