Multimodal Metaphors and Advertising: A Cross-Cultural Comparison of the Use of Behavioural Multimodal Metaphors
The main purpose of this paper is to analyze how culture is embedded in the way viewers from different language backgrounds conceptualize and interpret the same multimodal metaphors. Therefore, interaction between metaphor and culture is hence a crucial aspect of research in this study. Following La...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
Sciendo
2018-11-01
|
| Series: | Darnioji daugiakalbystė |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/sm-2018-0013 |