“…Yet, metaphors are also manifest in a range of non-verbal communicative modes, including gesture, images, sound and film ( Forceville & Urios-Aparisi, 2009 ; Semino & Demjén, 2016 ). Only recently has the role of visual metaphors in communicating and shaping understandings of dementia begun to be seriously considered (see Brookes et al, 2018 ; Caldwell et al, 2021 ; Harvey & Brookes, 2019 ; Schweda, 2019 ), and the author is currently not aware of any studies that directly consult people affected by dementia about this topic. Likewise, many influential guidelines on the language used when discussing dementia consult people mostly about verbal, rather than visual representations ( Alzheimer’s Society, 2018 ; Bould, 2018 ; DEEP, 2014 ; YoungDementia UK, 2020 ).…”