A Study Of Real Estate Advertising In The View Of Multimodal Metaphor

In recent years,people are increasingly high demand for housing,while stimulating the rapid development of real estate enterprises,the real estate market demand,many projects such as bamboo shoots after a spring rain want to occupy a space for one person in the raging like a storm,the fierce competition in the real estate market,to obtain more substantial economic benefits,the real estate is find everything fresh and new.In the real estate advertising promotion process is crucial.At the same time,the progress of science and technology and the rapid development of information technology make the way of advertising in real estate diversify.In addition to the dry and straightforward description,the vivid images in advertising and the combination of words and pictures make the advertising ideographic effect more specific and easy for customers to understand and receive.This paper studies from the perspective of cognitive linguistics,and applies conceptual metaphor and conceptual metonymy theory,combined with conceptual integration theory,to collect 21 representative real estate advertisements from real estate advertisements,from the perspective of cognitive language of multimodal metaphor real estate advertisement in the analysis of characteristics and function reflected in the real estate advertisements on multimodal metaphor in essence,how to pay attention to construction of multimodal metaphors in advertising texts,as well as the construction of the overall meaning of what role.By applying conceptual metaphor theory,conceptual metonymy theory and conceptual integration theory,qualitative and quantitative analysis of real estate advertisements is conducted.Real estate plane advertising is a visual modal text which is a visual text combining language and picture,and it belongs to multimodal text.To create a complete text and communication event and convey a complete content through the mutual synergy of words and images.Based on the conceptual metaphor,conceptual metonymy and conceptual integration theory introduced,after the collected real estate advertising classification,then,analysis and selection of representative examples of each type ofmultimodal metaphor,research into the analysis,draws the following conclusion: in the real estate advertisement that contains the multimodal metaphor rich,mainly involving text mode and image mode;appear in the real estate advertising people,things,scenes and objects are not meaningless,are given a meaning by these people,scene,to give meaning to the interpretation of consumer real estate business to convey the real intention;each kind of mode in the real estate advertisement is not isolated,to the various modes of the interaction between the common to convey a complete discourse meaning.The meaning of interpretation cannot do without the peoples’ daily life experience and cultural experience,so the real estate advertising to convey their meaning of metaphor,such as the requirement of living environment,the cultural atmosphere surrounding residence requirements,or households carrying memories of the place,the peoples’ inner appeal to arouse consumers’ emotional resonance in order to achieve maximum publicity.The analysis of multimodal metaphor in real estate advertising can extend the application scope of mulitimodal metaphor,which has a certain theoretical and practical value.