Multimodal Theories Used in Advertisement Application

DOI

10.2991/ichssr-19.2019.61How to use a DOI?

Keywords

Multimodal, Metaphors, Advertisement application.

Abstract

Metaphor is not just a linguistic phenomenon, but a mode of thinking and cognitive mechanism. As a way of thinking, it is not only reflected in static modes such as text, but also in heterogeneous modes such as images and sounds. In this rapid development of the information age, human life is full with multimodal state symbols. Multimodal discourses are increasingly favored by people. In this article, the author will use cognitive and pragmatic research perspective to construct a persuasive model of multimodal presentation of metaphor in advertisement application, aiming to explore a way to achieve good effects with consideration of human cognition, emotional experience and cultural context. The author will also analyze several examples of advertising to introduce the multimodal advertising models.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yixuan Fang
PY  - 2019/05
DA  - 2019/05
TI  - Multimodal Theories Used in Advertisement Application
BT  - Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
PB  - Atlantis Press
SP  - 325
EP  - 329
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-19.2019.61
DO  - 10.2991/ichssr-19.2019.61
ID  - Fang2019/05
ER  -