Semantic Generation and Policy Analysis of Linguistic Landscapes of Online Advertisements: Based on Multimodal Metaphor and Place Semiotics

This study has examined the mechanism of semantic generation and the linguistic policy of the online advertisement from a perspective of multimodal metaphor and place semiotics. It has revealed that the two theories mutually corroborate at the semantic level. Through multimodal interaction, the advertisement has constructed structural and ontological metaphors, and effectively conveyed both commercial connotation and cultural value. In terms of the language policy, the code orientation foregrounds the dominant code to ensure the effective dissemination of China’s culture. Additionally, the incorporation of limited foreign elements and internationalization strategies in some advertisements demonstrates a clear orientation toward openness. Furthermore, non-linguistic symbols transcend linguistic constraints to demonstrate policy innovation and inclusiveness. Finally, the placement of advertisements in public spaces endows them with fluidity, thereby aligning with the broad and inclusive requirements of language dissemination.