Читать книгу Visual Communication - Janis Teruggi Page - Страница 49

We all use metaphors every day, mostly without giving them much thought. We say things like “he saw the light” meaning that someone came to understand something, or “in a nutshell,” meaning that someone is about to briefly summarize a concept or event. We say, “don't shoot the messenger,” “that's the elephant in the room,” and “that's a slippery slope.” Lakoff and Johnson (1980) suggest that “the essence of metaphor is understanding one thing in terms of another” (p. 5) leading us to different ways of interpreting a message. You’ll read more about visual metaphors in Chapter 5.