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Article

Open Access

Multimodal Metaphor Analysis of German Commercials

Author(s)

DING Hao-cheng, CHEN Qi

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DOI:10.17265/2159-5836/2024.10.006

Affiliation(s)

University of Shanghai for Science and Technology, Shanghai, China

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.

KEYWORDS

multimodal metaphors, German advertising, commercial design, cognitive linguistics

Cite this paper

Journal of Literature and Art Studies, October 2024, Vol. 14, No. 10, 867-873

References

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