1 Introduction

Discussed the importance of metaphor as a way of thinking and the development process of multimodal metaphor research. Western scholars such as Forceville and Lakoff have extended metaphor research from the linguistic level to the non linguistic level, exploring image metaphors in advertising. Chinese scholars such as Zhao Xiufeng and Pu Qiuju have enriched the research on multimodal metaphors in China from different perspectives. In the past 20 years, research on multimodal metaphors in automotive advertising has continued to grow, but there has been less attention paid to the implicit meaning and aesthetic value of automotive video advertising. In the context of the global Internet economy, it is of great significance to analyze automobile advertisements with economic and aesthetic values.

2 Multimodal Metaphors

Multimodal metaphor is an important concept in the development of social cognition and the understanding of abstract things. It is composed of multiple modalities, making the meaning more comprehensive and easy to understand. Forceville divides metaphor into single mode and multi-mode, and the latter uses different modes to represent the source domain and target domain. Multimodal metaphor involves various modal symbols such as visual and auditory senses, requiring the mobilization of multiple senses to achieve effective interaction. It is widely present in genres such as advertising, comics, movies, etc. The source domain and target domain can be personified concepts, with personification being an important form. Each modality has its own advantages and disadvantages in conveying information, and multimodal metaphors achieve mapping through the coordination between modalities. Multimodal metaphors focus on language categories such as advertising, with dynamics, narrative, and vividness, enabling metaphors to present dynamic processes, construct metaphorical scenes of coherent behavioral events, and trigger emotional effects on the audience. Enterprise advertising uses multimodal metaphors to enhance attractiveness and infectiousness.

The Application of Multimodal Metaphors in Automotive Advertising

Advertising is a paid, organized non personal information dissemination activity conducted by investors through media, aimed at promoting products. Automobile companies use multimodal metaphors to showcase car features and advantages in order to attract consumers. The multimodal metaphor of images and text is widely used in automotive advertising, such as Geely Auto Advertising mapping the needs of different consumer groups through images and corresponding texts in four scenarios. Color and sound are also important components of multimodal metaphors, conveying the aesthetic effects and brand power of cars through different colors and music rhythms. For example, Mercedes Benz and Wuling MINIEV advertisements attract target consumer groups through the mapping of color and sound.

The Aesthetic Value in Automotive Advertising

Deeply explored the aesthetic value of automotive advertising and emphasized the importance of multimodal metaphors in constructing advertisements. By analyzing the three dimensions of natural beauty, social beauty, and technological beauty, this article reveals how automotive advertising attracts consumers through aesthetic elements. Natural beauty attracts attention by showcasing the harmonious coexistence between cars and the natural environment, such as the use of natural elements in Lincoln and BMW advertisements. Social beauty is achieved by showcasing the social responsibility and image of automotive brands, such as the positive copy in Geely's advertising and the value pursuit in Rolls Royce's advertising. Technological beauty enhances the attractiveness and purchasing desire of advertisements by showcasing the high-tech features and intelligent functions of cars, such as the technological sense displayed in Mercedes Benz and Koenigsegg advertisements, as well as the application of VR and AR technology. These aesthetic values not only reflect the pursuit of automotive companies, but also enhance consumers' loyalty to the brand while appreciating beauty.

5 Conclusion

Summarized the construction process of multimodal metaphors in automotive advertising, and analyzed the coordination and interaction of modal forms such as text, image, and color. Research has found that multimodal metaphors can stimulate consumers' senses and produce different effects. Automobile advertising needs to have a clear positioning and adopt appropriate strategies to attract consumers of different levels. Advertising should use multimodal metaphors to grasp market characteristics and consumer psychology, in order to increase automobile sales. The aesthetic value of automobile advertising is reflected in conveying corporate social responsibility, innovative spirit, and other aspects. The promotional elements combine natural harmony, positive social values, technological innovation, etc., reflecting the beauty of nature, society, and science.