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- W2356445594 abstract "On the interaction of picture and language,multimodal metaphor is a way of externalization of conceptual metaphor. It has been widely employed in advertisements. With reference to the categorization of visual metaphor proposed by Charles Forceville,this paper first makes a tentative categorization of the multimodal metaphors. It then makes elaborations concerning composition as well as interpretation of visual metaphors. Taking advantage of the visual impact on the interpreters,the ads designers mean to resort to visual metaphors for powerful appeals to the target readers. Triggered by the interactive function of visual elements and language,interpreters sense the maximum relevance and naturally draw metaphoric interpretations on cross domain mapping. Visual metaphor is prone to altering consumers' cognitive context,hence enhancing the potential impact." @default.
- W2356445594 created "2016-06-24" @default.
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- W2356445594 date "2010-01-01" @default.
- W2356445594 modified "2023-09-26" @default.
- W2356445594 title "The Composition and Interpretation of Multimodal Metaphor in Advertisements" @default.
- W2356445594 hasPublicationYear "2010" @default.
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