Pictorial metaphor theory developed by Ch. Forceville allows us to analyze not only verbal, but also pictorial discourse. There are four types of pictorial metaphors: 1) con textual metaphor, 2) hybrid metaphor, 3) pictorial simile, 4) integrated metaphor. The article aims at analyzing pictorial simile in Lithuanian printed advertisements. Since the simile is regarded as one of the types of pictorial metaphor, it also consists of the two domains - the target, being the product advertised, and the source (the object the product is compared with). The connotations from the source domain are mapped to the target domain. The research has demonstrated that the most common source domain in Lithuanian printed advertisements is person or a group of people, which represent target group of the product advertised. Most frequently the personal features especially valued by the modern society, such as sexuality, elegance, attractiveness, endurance, etc. are mapped to the target domain, the product. While constructing pictorial simile the verbal context is vitally important.

In describing emotional statės, it is an essential leature to ascribe to all the languages concrete features of subjects and objects. By the way of language means, both the emotional impression and body reaction are reveaied, which are aroused by some definite relationship between the emotional state and person. The relationship between the two domains - concrete (source) domain and abstract (target) domain makes the essence of conceptual metaphor. The aim of the present paper is to explicate such word combinations as said with sadness, remembered with grief, described with nostalgia, met withjoy. After investigating the corpus, the conclusion is drawn that such cases of conceptualisation of emotional states may be treated as realisation of the conceptual metaphor EMOTIONAL STATE is PERSON.