Abstract
Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions.
Funding source: Major Project on Philosophy and Social Sciences of the Ministry of Education of China
Award Identifier / Grant number: 20JZD035
Funding source: Science Foundation of Ministry of Education of China
Award Identifier / Grant number: 16YJC770016
Funding source: Foundation for Future Young Scholars of Shandong University
Award Identifier / Grant number: 20820171013
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