Ge Ruihao¹, Zhu Huakang¹, Tan Tangbiyao²

1.Yonsei University School of International Relations; 2.Hunan University of Finance and Economics

Abstract：

Against the backdrop of rapid development in film and television media, this study analyzes film and television advertisements based on cognitive linguistics' metaphor theory. Key challenges include: the cognitive ambiguity between metaphor and metonymy, cultural interference with universal symbols, cognitive mechanisms of multisensory coordination, and the need to reconstruct cognitive analysis models for cross-media symbols. This study aims to transcend the medium limitations of traditional linguistics, offering new perspectives for understanding the cognitive weighting of multimodal symbols, the impact of cultural differences, and sensory coordination. Through case analysis, it reveals how metaphors operate within diverse texts. Additionally, it integrates cross-cultural metaphor research on core concepts like “time is space,” emphasizing the cultural cognitive foundations of spatio-temporal metaphors and their educational applications. This research not only provides an integrated theoretical perspective for multimodal symbol cognition analysis but also offers valuable insights for cross-cultural communication.

Key Words：

time; metaphor; advertising; cross-cultural communication