Understanding visual metaphor: the example of newspaper cartoons

Abstract

Using Austrian newspaper cartoons as examples, this article explores the ‘grammar’ of visual metaphor. It is argued that visual metaphors cannot be described adequately in formal terms only. Rather, they must be considered as visual representations of metaphorical thoughts or concepts. A cognitive definition of metaphor must not, however, distract from potential variations in meaning and impact arising from the mode of communication through which metaphors are expressed. This study suggests that many of the dissimilarities between verbal metaphor and its visual counterpart result from differences regarding what the two modes are able to express easily and efficiently.