The metaphoric mappings that structure most of our frames are usually seen as automatic. However, more often than not, they are negotiated through discourse prior to becoming fully blended (entrenched). This image is a great example of one such mapping negotiation done almost entirely visually. This Apple Lisa ad from the 1970s has two functions: 1. To frame the Apple computer in the business setting in general; 2. to provide a pathway to structuring the frame through a metaphor of the computer desktop and an office desk. That is done through the image where the mapping is actually graphically represented.
Coincidentally, this is not a bad illustration of the fact that the idea of metaphoric mapping as mooted by Lakoff and Johnson (although later modified) does have at least some amount of psychological realism.
The Mothership Apple Advertising and Brochure Gallery 2
