MULTIMODAL METAPHOR IN ADVERTISING: CULTURAL PERSPECTIVES

Nguyen Thi Anh Dao

Abstract


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.

 

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Keywords


visual metaphor, multimodal metaphor, advertising, cultural perspectives

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References


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DOI: http://dx.doi.org/10.46827/ejlll.v6i1.348

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