Research goals

time

1. To establish the ways in which the use of multimodal metaphor and metonymy in advertisements affects the speed of comprehension

understanding

2. To establish the ways in which the use of multimodal metaphor and metonymy in advertisements affects the depth of understanding.

appeal

3. To establish the ways in which the use of multimodal metaphor and metonymy in advertisements affects the appeal of the advertisements

crosscultural

4. To examine the ways in which the above variables vary according to the linguistic and cultural background of the audience (with a special emphasis on English, Spanish, and Chinese consumers), and to identify the challenges that multi-modal figurative communication presents in cross-cultural communication

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