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Advertising is a privileged field to study multimodal techniques, mainly through text and image connections. In this communicative multimodality, metaphors and metonymies are specially interesting, not only for their linguistic dimension but also for their efficacy in getting to the consumer, which is the final goal of advertising. The present work aims to show how multimodal metaphors can be anchored on textual and/or pictorial subtleties, how these can become playful challenges for the consumer, and how the concept of Need For Cognition (NFC) rests on metaphoric and metonymic tricks present in different ads.

Inter-relações texto-imagem nas metáforas verbo-pictóricas em publicidade