Multimodal Metaphor Analysis of German Commercials  

作　　者：DING Hao-cheng CHEN Qi 

机构地区：[1]University of Shanghai for Science and Technology,Shanghai,China

出　　处：《Journal of Literature and Art Studies》2024年第10期867-873,共7页文学与艺术研究（英文版）

摘　　要：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.

关 键 词：multimodal metaphors German advertising commercial design cognitive linguistics 

分 类 号：H33[语言文字—德语] F713.8[经济管理—广告]