Visual Metaphor: Likeness of Unlike Things in Cartoons; Визуальная метафора: сходство непохожего в карикатурах

The concept of metaphor is presented and analyzed in relation to the phenomenon of political cartoons. guided by Conceptual Metaphor Theory, developed by Lakoff and Johnson as the theoretical framework, this study aims to examine how metaphors in political cartoons function as essential components in conveying complex socio-political messages. Through a meticulous exploration of the likeness between two seemingly unlike entities – perceiving one through the lens of the other – this study argues that cartoonists leverage visual metaphors, along with a diverse array of humor, symbolism, and irony, to illustrate societal conflicts and critique political realities, all while effectively conveying nuanced messages in a concise manner. A significant achievement of this study is the development of two comprehensive tables that categorize prevalent source and target domains in the metaphoric conceptualization of political cartoons, accompanied by relevant examples that elucidate their application in this context. The findings reveal how cartoonists utilize these domains to critique social realities and evoke cognitive responses from audiences. By categorizing and providing context for these metaphoric structures, this study not only enhances the understanding of visual metaphors but also contributes significantly to the scholarship on visual rhetoric in political communication. © 2025 Elsevier B.V., All rights reserved.