@article{Forceville_2000, title={Compasses, beauty queens and other PCs: Pictorial metaphors in computer advertisements}, volume={13}, url={https://tidsskrift.dk/her/article/view/25568}, DOI={10.7146/hjlcb.v13i24.25568}, abstractNote={Computer advertisements make extensive use of pictorial metaphors. The model pro-posed in Forceville (1996) is used as a starting point to analyze 27 advertisements in PC Magazine, July/August 1999 (American edition) that contain a pictorial metaphor. The aim is twofold: (1) to further contribute to the theory of pictorial metaphor by testing the model against a new corpus; (2) to make an inventory of the source domains used in the metaphors,andtherebytomakesome observations about the ways in which represen-tations of computer technology interact with our daily lives.}, number={24}, journal={HERMES - Journal of Language and Communication in Business}, author={Forceville, Charles}, year={2000}, month={Feb.}, pages={31–55} }