 As in the case of verbal arguments, implicit premises and conclusions play an important role in many visual and multimodal arguments. In EXAMPLE 9 (below), the title “Just Add Vodka” is superimposed over a gigantic bottle of vodka pouring its contents on the scene below. Outside the vodka splash, one sees a sleepy hamlet. Inside the vodka splash, it is transformed into a bustling cityscape which boasts skyscrapers and a nightlife with lights, people, nightclubs, bars, and restaurants. 