Multimodale Metaphern in der Werbung: Der Einfluss von individuellen und soziokulturellen Faktoren auf die Wahrnehmung von Humor
(2023) Sprachen und Lebenswelten. Studien zur kulturwissenschaftlich-interkulturellen Linguistik — published
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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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Citations
Lemarque, L., Suner Munoz, F., Gallez, F., & Hermann, M. (2023). Multimodale Metaphern in der Werbung: Der Einfluss von individuellen und soziokulturellen Faktoren auf die Wahrnehmung von Humor. In Silvia Bonacchi, Daniel Hugo Rellstab, Jörg Roche, Gesine Lenore Schiewer, Joachim Warmbold (ed.), Sprachen und Lebenswelten. Studien zur kulturwissenschaftlich-interkulturellen Linguistik. Ergon Verlag. https://hdl.handle.net/2078.5/237403