الفهرس 
Chapter OneOnly 14 pages are availabe for public view
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Abstract
The main aim of the current study is to examine verbo-pictorial metaphors in fifteen non-commercial advertisements. These ads do not aim at selling products. Instead, they are created for the benefit of society and humanity. They seek to warn against bad habits and encourage good deeds. The study investigates how the verbal and pictorial elements interact with each other to reflect the meaning of the metaphor. Thus, the study proves that the verbal and pictorial elements depend on each other to construct the meaning of the ads, so they complement each other. Moreover, the study examines how advertisers employ multimodal metaphors in non-commercial advertisements to convey their messages. Thus, the study adopts two approaches: Forceville’s (1996) approach and Fauconnier and Turner’s (2002) approach. Forceville’s approach is effective in conveying the basic meaning of metaphors. On the other hand, Fauconnier and Turner’s approach manages to convey the indirect meaning of the metaphors via single-scope and double-scope integration networks. In addition, the emergent structure represents the last step in the integration network that produces the deep meaning of metaphor and the aim of the ad. Finally, despite their differences, Forceville’s approach and Fauconnier and Turner’s approach complement each other and help to reach a thorough meaning of metaphors.