Research on Multimodal Metaphor and Persuasion of Short Video Advertisements Generated by AIGC

Abstract

After the AIGC video generation model is used in business, it is quietly changing the way of advertising content production and the
characteristics of short video platform information, which also gives a difficult problem to the advertising theory that used to rely on text to
persuade people. This paper takes the short video advertising made by AIGC as the object, combines Forceville 's multimodal metaphor theory
with Kress and van Leeuwen 's social semiotics method, and combines the analysis model from four aspects: picture, sound, text and dynamic
change. This paper selects 18 examples published in Douyin, Kuaishou, Station B and Xiaohongshu from January 2024 to June 2025, and
uses multimodal discourse analysis to write down one frame after another to find metaphors. Finally, it is found that the multimodal metaphors
in AIGC short video advertisements are roughly divided into four categories. The picture is calculated, the picture and text are combined,
the sound and picture are combined, and the time changes dynamically. Persuading people mainly depends on changing their ideas, causing
emotional resonance and guiding actions. Compared with the advertising done by people, AIGC content has obvious routines, the picture is
particularly true or even over, and who does not say clearly, which makes the algorithm persuade people to be different from before; this study
applies multimodal metaphor theory to the new situation of AI generated content, which provides an analytical way to understand the rhetoric
of non-human creation, and also has reference value for the use and ethical issues of AIGC advertising.