Metaphor and metonymy in advertising: Building viewpoint in multimodal multi-space blends

Video advertisements often involve metonymy and metaphor as major aspects of their structure. A complex multimodal ad's meaning, however, lies not just in individual metaphoric mappings or metonymic structures, but in the interrelationship between multiple mappings and mental spaces - that is, in the mental space network built up by the ad. Skilled creators of ads, in some respects like skilled poets, involve their audiences by prompting active network construction from implicitly as well as explicitly evoked inputs. Since input frames typically involve viewpoint, their viewpoint structures also participate in the broader network's structure - sometimes in important though inexplicit ways.