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- Authors
Hermann, Manon 
- Abstract
- This study investigates the influence of conceptual and sociocultural factors on the processing of multimodal metaphors in the context of advertising campaigns. A total of 51 participants with German as a foreign language from two different cultural areas (L1 Chinese and L1 French) evaluated the intended humor of German-language advertisements and commented on the elements that facilitated or hindered comprehension. The results show that both the required prior knowledge (universal vs. culture-specific knowledge) and the L1 background and language level in the L2 influence the comprehension of multimodal metaphors and the perception of humor.
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