ABSTRACT
This chapter focuses on the differences between vision-cued metaphors and language-cued metaphors, and discusses how brain processes might provide different affordances for making verbal metaphors and making visual metaphors. It exemplifies the problems of using metaphors in films by analyzing famous film metaphors, and argues that film metaphors are most effective when only the source domain is represented, whereas the target domain is invisible as when the target domain consists of inner mental states or consists of abstract mental models. The classic metaphor theory emphasized that the function of metaphors was to 'picturalize', to make phenomena vivid and salient. This conception of metaphor has nearly been totally supplanted with the cognitive theory that emphasizes that metaphor is a cognitive tool for mental model-building. However, the chapter also argues, to picturalize, to create first-order salience (qualia salience) is central to many linguistic metaphors.
