Review of Pictorial and Multimodal metaphors in Arbaeen Hosseini Arabic posters based on Forceville Cognitive approach

The development of cognitive metaphor theory by Lykoff and Johnson led to much research on metaphor, and was pursued by Forceville with research on visual and multidimensional metaphor. This study in a descriptive-analytical framework to assess the appropriateness of the Forceville framework for analyzing Arbaeen Arabic posters, expressing the similarity of origin and destination in Multidimensional metaphors are used to convey cultural and value concepts through a combination of image and text, with the ultimate goal of creating a cognitive motivation for the Arbaeen. For this purpose, by reviewing about 30 posters in news agencies with Arbaeen content, three posters containing metaphorical concepts were selected and then the posters were examined in terms of matching the metaphorical concept at the level of words and images. Findings show that Arbaeen advertising posters have metaphorical and pictorial schemas; they all have both visual and linguistic components that communicate and complement each other. In posters, the text has a reinforcing function rather than a purely stabilizing function. In addition to linguistic information, other information of the same type of images along with the cultural context helps to establish the factors in the images.