“Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective

Abstract

Works designed with visual metaphors and metonymies (posters, photographs, paintings, etc.) are considered to be strong in creativity and effective in meaning construction. This study analyzes selected poster designs of one of the most famous graphic designers of the world, Yossi Lemel, on the coronavirus (Covid-19). The scope of the study is limited to visual metaphors and metonymies. Based on the similarities between concepts, metaphors and metonymies are the most important signs in visual semiotics analyses. Symbols, codes, myths, and visual oxymorons are other signs that should be studied; however, limiting the study to metaphors and metonymies that are grounded on similarities, it is aimed to discuss the topic in detail. The purpose of the study is to put forth how the concepts formed in our minds are visualized by using metaphors and metonymies and to reveal the aesthetics these signs bring into visual designs. Finding and using metaphors is an important creativity activity that makes the receiver read the meaning easily from a different point. These are important elements of semiotics that build up works with strong creativity. It is this creative language that makes Lemel’s social and political posters important.