Publication details [#3156]

Cabe, Patrick A. 1999. Review of 'Pictorial Metaphor in Advertising' by Charles Forceville. 1998. New York: Routledge, x + 233 pages, $29.99 (paperback). Metaphor and Symbol 14 (3) : 229–238.
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Charles Forceville's insightful monograph sketches a potentially productive theory of pictorial metaphor founded on past ideas not previously conjoined. Forceville draws fertile links between the interaction theory of Black (1962), the communication theory of Jakobson (1960), and the relevance theory of Sperber and Wilson (1986). I found the book quite intriguing; I confess it kept me awake some nights pondering how it might apply to problems beyond those the author chose to highlight. (Patrick Cabe)