Author(s)

Xiteng Wang, Qiqi Wang

Corresponding Author

Xiteng Wang

Abstract

With the continuous innovation of advertising communication forms in the mobile Internet era, tri-fold advertisement slogans, as an emerging expression paradigm, gradually show their unique information coding advantages and cognitive construction value in commercial communication. This paper utilizes the conceptual integration theory to explore the interweaving and synergistic mechanism of metaphor, metonymy, and metaphtonymy in tri-fold advertisement slogans. Through the detailed analysis of specific advertisement examples, the paper reveals how they work together to shape the advertisement message, enhance the attractiveness and persuasiveness of the advertisement, and trigger the emotional resonance and cognitive response of consumers to realize the commercial purpose of advertisement communication.

Keywords

Triple-Fold Advertising Slogans, Conceptual Integration Theory, Metaphor, Metonymy, Metaphtonymy