Metaphors and metonymies in the multimodal discourse of whaling

Metaphors and metonymies are considered complex phenomena dependent on various factors. This paper looks at genre (as one of the many factors) to verify to what extent the subjective descriptions of a highly controversial and complex social topic such as whaling can be driven by discourse type. The whaling discourse was chosen because antiwhaling activist NGOs’ have had great success with their extensive social campaigns worldwide, while it is a highly controversial and politically charged topic. These unique features resulted in the emergence of advertising and political cartoons. By examining the similarities and differences between metaphors, metonymies, and other meaning-making tropes such as irony and hyperbole, the observed difference concerns both the intention behind the selection of source domains and a preference for favoring certain evaluative metaphorical expressions in one genre as opposed to another to have a distinct impact on its intended audience.