The theoretical implications of the applied cognitive approach to metaphor adopted in the book are twofold. First, a situated description of how metaphor is used in a particular genre provides rich detail about its rhetorical potential. The second important contribution made by this study is to provide a fuller account of image metaphor, a type of mapping which is very salient in this particular genre. The weight given to visual metaphors in architectural discourse allows a fuller consideration of the cognitive and communicative import of a class of metaphor often regarded as marginal or ad hoc in cognitive linguistics, and the book thus contributes to a better understanding of this phenomenon in the context of a genre characterised by its concern with the visual aspects of architectural design. In this sense, the empirical data offered by a particular research methodology contributes to theory formation, and will prove of interest to cognitive linguists as well as to discourse analysts or genre researchers.