Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work

Nowadays the omnipresence of advertisements, and necessity conscious subconscious mental interpretation their hidden messages, can hardly be overlooked. In present article, authors attempt to provide additional evidence for role multimodal metaphor, metonymy, conceptual blending in cognitive mechanisms involved understanding and/or correct printed non-commercial advertisements overall communicative effect thus brought about. The objective is consider analyse text-image randomly retrieved from Internet; analysis carried out perspective aims at discussing functions metonymy as powerful exploited creative purposes advertising texts accompanying images, conveying central ideas embedded adverts.