Combining Multimodal Metaphor and Metonymy Models for Localizing Asian Advertisements: The Case of China and Japan

Abstract

The study of multimodal metaphor and metonymy is an emerging hot spot in the field of cognitive linguistics and multimodal research. Based on the theory of cognitive linguistics, this paper discusses in depth the definition, representation, meaning construction mechanism of multimodal metaphors and metonymy and their applications in different discourse. Based on the characteristics of advertisements in some Asian countries, the paper reveals the characteristics and influencing factors of advertisements in different regions by analyzing the cultural background, values, consumer behaviors, advertisement strategies and creative performances of different Asian countries, so as to realize the in-depth fusion of the multimodal metaphor and metonymy model and the localization of Asian advertisements.