Research on Cognitive Linguistics of Multimodal Metaphor in Advertising--A Case Study of Automobile Advertising

Zihan Duan; Yue Liu; Yuhan Lin; Jun Hou

doi:10.54097/t0wy7890

Authors

Zihan Duan
Yue Liu
Yuhan Lin
Jun Hou

DOI:

https://doi.org/10.54097/t0wy7890

Keywords:

Multimodal metaphor; Cognitive linguistics; Automobile advertising; Metaphorical cognition; Consumer psychology.

Abstract

Multimodal metaphor research focuses on the role of multiple sensory channels in meaning construction, while cognitive linguistics explains the relationship between language and thought from the perspective of cognitive mechanisms. Advertising, as a multimodal text, utilizes the integration of images, sounds, language, and other modalities to convey metaphorical messages and evoke emotional resonance among consumers. This paper takes automobile advertising as the research subject, delving into the cognitive mechanisms of multimodal metaphor in advertising and its impact on consumer psychology, thereby revealing the significant value of multimodal metaphor in the field of advertising.

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References

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