Rhetorical shadows: The conceptual representation of incongruent shadows

This article addresses the topic of conceptual representation of shadows. We analyze several examples of contemporary imagery, taken from advertising and cartooning, to shed light on the way shadow depictions are used as rhetorical devices. Instead of being inserted as a natural phenomenon, rhetorical shadows invite the construction of meaning, and instead of being a mere natural companion of their casters, they reveal things about their casters. Three so-called “shadow incongruity types” are distinguished: (1) shadows revealing the “true nature” of their caster or the “hidden contents” of the caster’s mind; (2) shadows marking some transition their caster is involved in; and (3) shadows suggesting a certain quality attached to one of a shadow’s main ingredients (casting object, light source or surface). For each of these types of rhetorical shadows, we demonstrate that the way they convey meaning basically follows the principles of perceiving and understanding natural shadows.