Metaphor, as a concept in which a signified is applied to a signifier that is not literally applicable, does not only refer to speech or verbal language, but also to a wide use of practical applications in visual communication, particularly in advertising design and communication. The metaphorical rhetoric in advertisements is a common practice often used to attract the viewers’ attention, as well as enhance the persuasiveness of messages. From a cognitive perspective, semiosis in the process of visual metaphors in communication, is a complex subject with often a variety of subjective interpretations on behalf of the viewers. Intertextuality, as another form of metaphoric communication that depends on pre-existing texts (verbal or non-verbal), produces meanings that often deal with parody, sarcasm or irony. Additionally, they are also frequently characterised as anarchistic and provocative, because of the anti-advertising or anti-consumerism/social statements they make. The current study aims to present a literature review on how visual metaphors are defined in printa dvertising, and build on this to examine the notion of intertextuality as a form of deja vu-metaphor that is popular in advertising and graphic communication. Semiotic analysis as a methodology is used on a purposive sample of print advertisements—including examples of logotypes as well—in order to categorize thematically the major typological references, in respect of intertextual advertising, as well as extract ideological conclusions. The results show that intertextuality in advertising draws its sources of meaning mainly from the Film industry, Art, Monuments and places, Literary texts and Graphic and Advertising itself, whilst, as far as logos is concerned, the source of meaning is purely linguistic. The study also shows that Intertextual visual metaphor semiosis has a variety of popular verbal or non-verbal references and depends on the socio-political context of the sample under investigation.

中文翻译：

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交流中的视觉隐喻：平面广告中的互文符号学和DéjàVu

隐喻是指将指示符应用于在字面上不适用的指示符的概念，它不仅指语音或口头语言，而且还指代视觉通信中的实际应用，尤其是广告设计和通信中的广泛应用。广告中的隐喻修辞是一种常见的做法，通常用来吸引观众的注意力，并增强消息的说服力。从认知的角度来看，交流中的视觉隐喻过程中的符号学是一个复杂的主题，通常代表观看者进行各种主观解释。互文性是依赖于先前存在的文字（语言或非语言）的隐喻交流的另一种形式，其产生的含义通常涉及模仿，讽刺或讽刺。另外，由于它们做出的反广告或反消费/社会言论，它们也经常被描述为无政府主义和挑衅性的。当前的研究旨在就印刷品广告中如何定义视觉隐喻进行文献综述，并以此为基础来检验互文性的概念，即在广告和图形传播中流行的一种似曾相识的隐喻。将符号学分析作为一种方法，用于印刷广告的有意样本（包括徽标示例），以便在互文广告方面对主要的类型参考进行主题分类，并提取意识形态结论。结果表明，广告中的互文性主要是从电影业，艺术，古迹和地点中汲取意义的来源，文学文字和图形广告本身本身，就徽标而言，意义的来源纯属语言学。该研究还表明，互文性视觉隐喻符号化具有多种流行的口头或非口头参考，并取决于被调查样本的社会政治背景。