1. Introduction -- 2. Max Black's interaction theory of metaphor -- 3. Towards a theory of pictorial metaphor: Relevant studies -- 4. Advertising: Word and image and levels of context -- 5. Communicator and addressee in the advertising message: Relevance theory perspectives -- 6. Pictorial metaphor in advertisements and billboards: Case studies -- 7. Individuals' responses to three IBM billboards: An exploratory experiment -- 8. Closing remarks
