Year: 2024
Type: article
Abstract: This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols, encompassing textual, visual, and auditory elements, which collaboratively function to construct metaphoric representations.Consequently, these advertisements are characterized by a rich presence of multimodal metaphors, strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework, this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials: K-fee, Coca-Cola Zero, and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.
Authors: DING Hao-cheng, CHEN Qi
Institution: University of Shanghai for Science and Technology
Language: English
Subfield: Experimental and Cognitive Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403990429