Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)

A Research on Multimodal Metaphorical and Metonymical Framing in Guangzhou City Image Promotional Films

Authors
Yulian Chen
Corresponding Author
Yulian Chen
Available Online July 2019.
DOI
https://doi.org/10.2991/iccessh-19.2019.186How to use a DOI?
Keywords
city image promotional film; multimodal metonymy; multimodal metaphor; framing
Abstract
Multimodality has become a very distinctive feature of modern society. Non-verbal modes like image, color and sound have been increasingly applied in city image promotional films to provide an overall description of the cities. This paper probes into the promotional films of Guangzhou based on the theories of multimodal metaphor, multimodal metonymy and framing. The findings reveal that with the help of images, music, sound and text, the city image promotional films constructs three main types of metaphor and five types of metonymy to provide the foundation for the construction of Guangzhou’s city image. Meanwhile, multimodal metonymy assists and supports the conceptual domain of metaphor to a certain extent. The interaction between them helps construct a vivid, positive and beautiful image of Guangzhou, showing Guangzhou’s beauty, vitality, development and inclusiveness to the world.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yulian Chen
PY  - 2019/07
DA  - 2019/07
TI  - A Research on Multimodal Metaphorical and Metonymical Framing in Guangzhou City Image Promotional Films
BT  - 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)
PB  - Atlantis Press
SP  - 827
EP  - 830
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-19.2019.186
DO  - https://doi.org/10.2991/iccessh-19.2019.186
ID  - Chen2019/07
ER  -