IMPACTS OF VISUAL, AUDITORY AND KINESICAL METAPHORS ON EMOTIONS: A MULTIMODAL ANALYSIS OF PROMOTION FILM OF ZONG TELECOMMUNICATION NETWORK

Abstract

This study explores the impacts of visual, auditory, and kinesthetic metaphors on emotions through a multimodal analysis of a promotional film by Zong Telecommunication Network. Anchored in Gunther Kress's theory of semiotics, the research examines how various semiotic modes engage the five human senses to create cohesive and impactful meanings. The analysis highlights the film's ability to reflect the modernity of contemporary advertising practices and its effectiveness in shaping consumer perceptions. By offering a nuanced understanding of how metaphors in promotional content influence emotions, this study provides valuable insights for both scholars and consumers. It aims to enhance viewers' comprehension of the intended messages embedded in commercials, advertisements, and promotional videos. The findings underscore the distinct yet interconnected roles of semiotic modes in evoking emotional responses and conveying complex ideas in multimodal media. The researcher analyzes them accordingly