Cognitive Linguistics and Multimodal Models in Advertising Applications

Abstract

Cognitive linguistics and multimodal models provide novel theoretical perspectives and analytical tools for advertising research. This paper explores their applications in advertising by analyzing fundamental concepts of cognitive linguistics—frame theory, metaphor and metonymy, image schemas—alongside the theoretical foundations of multimodal models. Through case studies of classic advertisements, this study reveals how cognitive linguistics and multimodal models enhance advertising effectiveness, stimulate consumer purchasing desire, and elevate brand competitiveness through the synergistic integration of language, imagery, sound, and other multimodal resources. The findings demonstrate that the integration of cognitive linguistics and multimodal models offers significant theoretical support and practical guidance for advertising creativity and communication strategies.