A Research on Multimodal Metaphor and Its Representation Type in Public Service TV Advertisements About Clean Politics Construction

DOI

10.2991/iccessh-19.2019.221How to use a DOI?

Keywords

multimodal metaphor; conceptual metaphor; the great chain of being metaphor; the event-structure metaphor; multimodal mapping

Abstract

On the basis of conceptual metaphor theory of cognitive linguistics, this research makes an analysis on 56 public service TV advertisements about clean politics construction in an attempt to clarify the features of multimodal metaphor and its representation types. As a result, it is found that the multimodal metaphor in those advertisements are not disorderly, but based on the great chain of being metaphor HIGHER-ORDER OBJECTS / ATTIRIBUTES ARE LOWER-ORDER OBJECTS / ATTRIBUTES and the event-structure metaphor STATES ARE LOCATIONS, MEANS ARE PATHS, CHANGES ARE MOVEMENTS. And multimodal metaphors are presented cooperatively by the visual modal, verbal mode and other auxiliary modes. The main representation type is multimodal mapping. The presence of source domain is mostly much earlier than that of the target domain.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qunfang Zhang
AU  - Jiabao Wang
PY  - 2019/07
DA  - 2019/07
TI  - A Research on Multimodal Metaphor and Its Representation Type in Public Service TV Advertisements About Clean Politics Construction
BT  - Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)
PB  - Atlantis Press
SP  - 983
EP  - 992
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-19.2019.221
DO  - 10.2991/iccessh-19.2019.221
ID  - Zhang2019/07
ER  -