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.
Highlights
Metaphor is very much use in figure of speech or writing containing an implicit or hidden comparison which applied to another but have some common characteristics between them
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 advertisement
The main goal of this paper was to present an analysis of visual metaphors, and to illustrate the existence of a possible of multimodal metaphors in advertising
Summary
Metaphor is very much use in figure of speech or writing containing an implicit or hidden comparison which applied to another but have some common characteristics between them. Christopher (2013) in Rodriguez (2015) said that metaphors are so powerful they upset our expectation of the boring, literal connection between ideas, and force our brain to work harder to understand the writer’s intent. As stated by Ritchie (2013) metaphor can be defined as seeing, experiencing, or talking about something in terms of something else. Nowadays, it develops within the cognitive linguistics which is as stated by Evans et al In Rodriguez (2015) it explores the relationship between human language, the mind and socio-physical experience. 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 (Lakoff & Johnson in Rodriguez, 2015). What usually happens is that we use a physical or a simple concept we have understood in order to comprehend something that abstract or Proceedings of the 1st Annual International Conference on Language and Literature, 18-19 April 2018, Fakultas Sastra, UISU, Medan, Indonesia
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