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All Journal AICLL: ANNUAL INTERNATIONAL CONFERENCE ON LANGUAGE AND LITERATURE
Nahdyah Sari Daulay
English Applied Linguistic Study Program, Postgraduate School State University of Medan, North Sumatera, Indonesia
Arts Humanities Education Languange, Linguistic, Communication & Media

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MULTIMODAL METAPHOR IN ADVERTISEMENT Nahdyah Sari Daulay; SitiIsma Sari Lubis; Widya Wulandari
AICLL: ANNUAL INTERNATIONAL CONFERENCE ON LANGUAGE AND LITERATURE Vol 1, No 1: AICLL April 2018
Publisher : Universitas Islam Sumatera Utara (UISU)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (470.663 KB) | DOI: 10.30743/aicll.v1i1.24

Abstract

Metaphor based on the cognitive linguistic view can be defined as a tool which allows us to understand one conceptual domain in terms of another. What usually happens is that we use a physical. What we need to comprehend, is the target domain. It means that human cognition is organized in conceptual schema. Rodriguez (2015) stated that multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. Metaphor has been used in many advertising. The metaphor can be interpreted differently from one to others. This paper was to present an analysis of visual metaphors, and to illustrate the existence of a possible of multimodal metaphors in advertising. Multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. In this case this study only focuses on the analysis of multimodality metaphor which found in some advertisements. In analyzing the multimodal metaphors in commercial advertising, corpus private static adverts from the TV were selected. All of the pictures presented are a verbal part.
Co-Authors Lubis, SitiIsma Sari Widya Wulandari