Multimodal metaphor and metonymy in advertising Scope of and need for this book Theoretical models to explore multimodal meaning An integrated approach to the study of multimodal metaphor and metonymy Facing methodological challenges Metonymy and metonymic complexes Metaphor and metaphoric complexes Figurative complexes in advertising: a corpus based account A cross cultural investigation into the comprehension of multimodal Metaphor metonymy combinations in advertising Closing notes