MULTIMODAL METAPHOR IN ADVERTISING: CULTURAL PERSPECTIVES
DOI:
https://doi.org/10.46827/ejlll.v6i1.348Keywords:
visual metaphor, multimodal metaphor, advertising, cultural perspectivesAbstract
Multimodal metaphors relate to areas, including advertising. Therefore, advertisers always know how to effectively exploit and promote the image in commerce, business, and even advertising, because the preeminence and goal are to sell products and provide the best services for their consumers. Throughout this article, the writer explores a few notable features when analyzing multimodal metaphors used in advertising. At the same time, based on looking at some examples, it is clear that multimodal metaphors can be misinterpreted when they are placed in different contexts and from different cultural perspectives. Then, the writer offers a few suggestions to guide people's understanding of multimodal metaphors in advertising, which are becoming more and more useful in the context of integration and development.
References
. Almeida, CM, & Bibiana F. (2015). Metaphors range from variety to multimodal in the Portuguese sports newspaper A Bola. RBLA, Belo Horizonte, (2), 403-420.
. Black, Max (1979). More about metaphor. Print: Andrew Ortony (ed.), Metaphor and Thought, pp. 19-43. Cambridge MA: Cambridge University Press.
. Bounegru, Liliana, and Charles Forceville (2011). Metaphors in editorial cartoons representing the global financial crisis, Journal of Visual Communication 10: 209-229.
. Carroll, Noel (1996). A note on film metaphor. Theorizing the Moving Image. Cambridge: Cambridge University Press, pp. 212-223.
. Cienki, Alan and Cornelia Müller, Eds, (2008). Metaphor and Gesture. Amsterdam: Benjamins.
. Cila, Nazli (2013). Metaphors We Design By: The Use of Metaphors in Product Design. PhD thesis Technical University Delft, The Netherlands. ISBN: 978-94-6191-890-1
. Forceville, C. (1996). Metaphor in advertising. London/New York: Routledge.
. Forceville, C. (2007). Multimodal metaphor in 10 Dutch TV commercials. The Public Journal of Semiotics, I (1), 15-34.
. Forceville, C., & E. Urios-Ararisi. Multimodal metaphor [M]. Berlin/New York: Mouton de Gruyter, 2009.
