附註:Includes bibliographical references (pages 223-230) and index.
Chapter 1 Introduction -- chapter 2 Max Black's interaction theory of metaphor -- chapter 3 Towards a theory of pictorial metaphor -- Relevant studies -- chapter 4 Advertising -- Word and image and levels of context -- chapter 5 Communicator and addressee in the advertising message -- Relevance theory perspectives -- chapter 6 Pictorial metaphor in advertisements and billboards -- Case studies -- chapter 7 Individuals' responses to three IBM billboards -- An exploratory experiment -- chapter 8 Closing remarks.
