8.1 Metaphor: expressing the familiar in terms of the unfamiliar. making meaning by saying at the same time: this is like this, but it is also different.

Example (from Fiske, 1982):

The ship ploughed through the water.

Literal (seemingly): The ship moved through the water.

Metaphoric: ploughed, sliced, cut, chopped, etc.

Visual metaphor: established through juxtaposition/ form

8.2 Metonymy: the use of an individual example stands for a whole category

mother pouring cereal/ Silk Cut example.