Poster, Poster on theWall, Do you Really Mean It All?

Abstract

<jats:title>Abstract</jats:title> <jats:p>The tendency to create messages using the elements belonging to different semiotic systems shifts our perception of a communicative act, contributing to the establishment of multimodal and intersemiotic communication practice.</jats:p> <jats:p>A visual metaphor is seen as one of the instances of a multimodal and intersemiotic message, which generates a text that is revealed gradually, uncovering numerous layers of meaning encoded within a metaphor and within visual, linguistic, and spatial settings it is placed in.</jats:p> <jats:p>The paper sets out to explore the notion of a visual metaphor and focuses on the application of the visual metaphor ‘<jats:italic>global warming’</jats:italic> on posters created for the needs of public awareness campaigns, investigating simultaneous manifestation of iconic and metaphorical mappings in the given visual metaphor.</jats:p>