Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018)

A Study on the Multimodal Metaphorical and Metonymical Framing in Xi’an City Image Promotional Video

Authors
Yanqin Cao, Zhaohong Yao
Corresponding Author
Yanqin Cao
Available Online November 2018.
DOI
https://doi.org/10.2991/icemaess-18.2018.93How to use a DOI?
Keywords
Xi’an City Image Promotional Video; multimodal metaphors and metonymies; framing theory
Abstract
As a linguistic phenomenon, the generation and use of multimodal metaphors and metonymies in Xi’an City Image Promotional Video are influenced by the socio-cultural context and situational context, which is the embodiment of human cognitive mode. By studying the multimodal discourse of Xi’an City Image Promotional Video from the perspective of framing theory, it is hoped that a better understanding of the conceptual connotation, cognitive characteristics and operation mode of the multimodal metaphors and metonymies can be achieved. Meanwhile, the mechanisms and functions of the generation and understanding of metaphors and metonymies can be realized. Therefore, this study is conducive to creating a friendlier and warmer communication environment, improving the taste and aesthetic effect of the publicity discourse, gaining the conscious approval of the public, and shaping a positive and open city image.
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  - Yanqin Cao
AU  - Zhaohong Yao
PY  - 2018/11
DA  - 2018/11
TI  - A Study on the Multimodal Metaphorical and Metonymical Framing in Xi’an City Image Promotional Video
BT  - Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018)
PB  - Atlantis Press
SP  - 447
EP  - 453
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemaess-18.2018.93
DO  - https://doi.org/10.2991/icemaess-18.2018.93
ID  - Cao2018/11
ER  -