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,e...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.展开更多
文摘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.
