عنوان مقاله [English]
One of the tools of producing advertising content in various fields is metaphor. Nowadays due to the progress of advertising through visual media, application of pictorial metaphor has become extensively important and worthwhile in conveying the ideological content. The aim of the present study is to analyze and interpret the Pictorial, Verbo-pictorial metaphors and other conceptual domains in Persian anti-cold war posters within the framework of Forceville (1996). This research is qualitative and its method is descriptive-analytical. The present study also seeks to answer these questions: 1. What kind of conceptual metaphors are used in posters against cold war to convey concepts? 2. What are the conceptual domains of the metaphors used in anti-soft war posters? 3. What concepts of origin are written in the target domain of the metaphors used in the anti-soft war posters? Moreover, this study is to divulge other cognitive tools. In this regard, out of the available pictures and posters, ten of them have been selected at random. The result of different tools has been used by the designers of the posters and pictures. These cognitive tools include conceptual metaphor, conceptual metonymies, blending, the use of colors symbolically, and mixed and static metaphor. In mono-modal metaphorical pictures and posters, images have been able to convey the concept of coping with soft war independently and in multimodal metaphorical pictures and posters words merge into images and provide the intended concept to the audience.