Visualizing Cognitive Metaphor and Multimodality: A Video Advertisement Analysis as a Figurative Meaning

Abstract

The purpose of this study was to reveal the persuasive message in the video advertisement by using pictorial signs that found in multimodality and the effect of verbal-linguistic metaphor to the audience as a response. This study was in the form of descriptive analysis and it was analyzed by using content analysis. The sample of this study was one of online shopping video advertisement in Indonesia. The findings showed that the analysis of metaphor in advertisement depended on consumer’s psychological needs and it was classified into 5 categories, namely pictorial metaphors, verbal metaphors, gesture metaphors, touch metaphors, and sound metaphors. Metaphos in advertising had a strong evaluative as an information-processing approaches to people’s thinking. This research proved that metaphor and multimodality could vary the interpretation of meaning in a text because of interrelated concepts. These results would raise advertisers’ awareness of the relevance of making conscious use of conceptual use. It would affect multimodal figurative language in the design of advertising campaigns in line with ethical selling plans.