Mono-modal and multi-modal metaphors and metonymies in policy change: the case of the KSU2030 strategic plan

•Persuasiveness of multimodal metaphors and metonymies.•Importance of PD in creating metaphor in non-metaphoric LM.•Dominance of metaphor over metonymy.

The article is about policy change, which consists in re-branding King Saud University (KSU) vis-à-vis its own KSU2030 Strategic Plan through metaphoric and metonymic ads. In particular, re-branding is done via mono-modal and multimodal metaphors and metonymies as instruments to revamp academic policies, practices, and mentalities. The findings of this article not only ascertain the role of mono-modal and multimodal metaphors and metonymies in policy change and the role of pictorial display (PD) in enhancing linguistic material (LM), but also show how all the ads contribute to the metaphoric scenario, PURPOSEFUL ACTIVITY IS MOTION TOWARD A DESTINATION, which has the form of SOURCE-PATH-GOAL schema, with the SOURCE being KSU2030 strategic plan, the PATH attaining international leadership and excellence, and the GOAL building a knowledge-based society.