Dahlberg, LeifCarlsson, Ulla2014-11-212014-11-212010-06Nordicom Review 31 (2010) 1, pp. 103-114978-91-86523-05-3http://hdl.handle.net/2077/37456The subject of this article is the extensive use of metalepsis as an argumentative and rhe- torical device in media discourse, and in particular in advertising. Metalepsis, a form of metonymy, sets up an inverted relation – causal, logical or contiguous – between terms and/or objects, either as an aesthetic effect or a means of persuasion. The first part of the article discusses the use of metalepsis in literature and film; the second part discusses the use of the figure in mass media and advertising; the third part discusses the relation between advertising, art, and popular culture. The final part of the article discusses the pervasive use metalepsis in advertising. Since metalepsis is a powerful rhetorical device, I have chosen the figure of the tiger to illustrate how it operates in advertising and media discourse12engadvertisingmetalepsismetonymyrhetoricmedia discourseText