A Study on Multimodal Metaphors in Land Rover Automobile Video Advertisements from the Perspective of Conceptual Blending Theory

This study employs conceptual blending theory to analyze multimodal meta-phors in 30 Land Rover commercials. Moving beyond traditional dual-domain analysis, it examines how visual, auditory and linguistic modes interact across four network types: simplex (most prevalent), mirror, single-scope (least com-mon) and double-scope. The findings reveal that Land Rover ads creatively blend the target domain (vehicle) with diverse source domains through cross-modal integration. The research demonstrates conceptual blending theo-ry’s practical value for decoding multimodal meaning construction, offering both audiences deeper ad comprehension and designers innovative approaches to automotive advertising. By systematically classifying multimodal metaphors in this understudied domain, the study contributes methodologically to multi-modal discourse analysis while providing concrete insights for advertising prac-tice.