Abstract

The verbo-visual metaphor is widely used in messages of a persuasive nature. It is also used in educational materials, where it serves to better explain and fix the presented material in the memory of the recipient. Metaphor is based on an incongruity that the recipient must notice and then read the mapping - read what the presence of the incongruity is supposed to convey. Researchers involved in identifying verbo-visual metaphors describe two types of incongruity that can occur in this type of message: topic incongruity and property incongruity. Mastering the methods of identifying and analyzing metaphors is particularly useful for learning how to make the best use of this tool, i.e., how to produce memorable metaphors that explain the problem under consideration well.