Multimodal metaphors in public service advertisements
Cross-cultural considerations
DOI:
https://doi.org/10.54337/ojs.globe.v19i1.9185Abstract
This study investigates the role of multimodal metaphors in public service advertisements (PSAs), focusing on their application across diverse cultural contexts to understand their impact on global communication. It explores how metaphors are structurally encoded through cognitive, visual, and textual formats, providing insights into their persuasive and communicative functions. Utilizing Lakoff & Johnson’s (1980) Conceptual Metaphor Theory, Forceville’s (2008) multimodal metaphor framework, and Trompenaars’ (1994; 2004) cultural dimensions, the research examines PSAs addressing global warming from both individualistic and collectivist cultural contexts. The analysis is based on a dataset of 100 global warming PSAs sourced from AdForum’s international advertising database. This selection ensures that the advertisements represent a range of effective communication practices across different cultural dimensions. The study is driven by two research questions: a) How is pictorial metaphor structurally encoded across cognitive, visual, and textual modes in PSAs produced in different cultural contexts? b) What intended messages do the PSAs imply, and how do pictorial metaphors and cultural elements contribute to their communicative function? The findings reveal: 1) PSAs from individualistic cultures tend to use straightforward, visually explicit metaphors, while PSAs from communitarian cultures favor more complex, implicit metaphors, reflecting cultural preferences for directness versus contextualization. 2) The intended messages of PSAs vary by cultural context, with individualistic cultures emphasizing personal responsibility through metaphors, while collectivist cultures highlight collective action and shared responsibility. These findings demonstrate how metaphors are tailored to resonate with cultural values, contributing to the fields of advertising, cross-cultural communication, and environmental advocacy.
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