Analysis of Multimodal Metaphor in TV Advertisement
DOI:
https://doi.org/10.17507/jltr.1305.27Keywords:
advertisement discourse, conceptual metaphor, multimodal metaphor, modalityAbstract
Advertisements are becoming increasingly popular and are being presented in multifaceted ways due to their unique features and artistic techniques of expression. Advertisements are primarily presented through visual, sound, and verbal modality. These modalities have their own functions, and they interact with each other. Based on the working mechanism of conceptual metaphor, the metaphorical meaning of an advertisement is constructed in cooperation with each modality while demonstrating the social cognition behind advertising discourse.
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