Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)

Multimodal Theories Used in Advertisement Application

Authors
Yixuan Fang
Corresponding Author
Yixuan Fang
Available Online May 2019.
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/).

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Volume Title
Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
May 2019
ISBN
978-94-6252-730-0
ISSN
2352-5398
DOI
10.2991/ichssr-19.2019.61How to use a DOI?
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/).

Cite this article

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  -