Email this article 
Multimodal Metaphor in Video Advertising: National Cultural Cues Transfer Modes
- Authors: Zhang L.1
-
Affiliations:
- Moscow State Linguistic University
- Issue: No 5(873) (2023)
- Pages: 122-129
- Section: Linguistics
- URL: https://journals.rcsi.science/2542-2197/article/view/351583
- ID: 351583
Cite item
Full Text
Abstract
In the study, the author explores multimodal conceptual metaphor which can be found at linguistic, visual and sound levels, as a means of national and cultural cues transfer. Based on the video corpus of car advertisements, the author identifies the national cultural cues transfer modes, which are the use of culturally specific source domains in metaphors and their mapping models and also the use of culturally specific metaphor types.
About the authors
Liyuan Zhang
Moscow State Linguistic University
Author for correspondence.
Email: zlysybil922@gmail.com
PhD Student at the Department of General and Comparative Linguistics
Russian FederationReferences
- Lakoff, G., Johnson, M. (1980). Metaphors we live by. Chicago: Chicago University Press.
- Grady, J. (2007). Metaphor. In Geeraerts, D., Cuyckens, H. (eds.), The Oxford Handbook of Cognitive Linguistics (pp. 188–212). Oxford: Oxford University Press.
- Forceville, Ch. J., Urios-Aparisi, E. (2009). Multimodal Metaphor. Berlin, New York: De Gruyter Mouton.
- Golubkova, E. E., Taimur, M. P. (2020). Cognitive specificites of mixed multimodal metaphors: the recipe for cooking. Cognitive studies of language, 41, 385–389.
- Kiose, M. I. (2021). Sekrety interpretacii teksta i izobrazhenija. Konstruirovanie i okulograficheskij jeksperiment = Secrets of interpretation of the text and image. Design and oculographic experiment. Moscow: R-Valent.
- Fairclough, N. (1993). Critical discourse analysis and the marketization of public discourse: The Universities. Discourse Soc., 4, 122–169.
- Fairclough, N. (1995). Critical Discourse Analysis: The Critical Study of Language. New York: Longman.
- Forceville, C. (2009). Non-verbal and multimodal metaphor. In A Cognitivist Framework: Agendas for Research. Multimodal Metaphor, 2, 19–35.
- Baranov, A. N. (2004). Metaphoric models as discursive practices. The Bulletin of the Russian Academy of Sciences: Studies in Literature and Language, 63(1), 33–43.
- Zhou Shan. (2014). Analiz social’noj reklamy kak kreolizovannogo diskursa = Analysis of social advertising as a created discourse: PhD in Philology. Beijing.
- Wang Yuzhi. (2021). National-oriented automobile advertising in China. Litera, 12, 64–72.
- Kress, G., Leeuwen, van T. (2001). Multimodal discourse. The Modes and Media of Contemporary Communication. London: Arnold.
- Lim Fei V. (2007). The Visual Semantics Stratum: Making Meaning. In Royce, T. D., Bowcher, W. L. Sequential images. New Direction in the Analysis of Multimodal Discourse (pp. 195–213). Lawrence Erlbaum, Mahwah.
- Tsai Chun. (2018). Social’no-kul’turnoe issledovanie izmenenija avtomobil’nogo reklamnogo teksta = Sociocultural study of changes in the automotive advertising text. Changha: Hunan Agricultural University.
- Kan Yan. (2019). Sravnitel’nyj analiz kosmicheskogo reklamnogo teksta Kitaja i SShA s tochki zrenija kul’turnyh cennostej = Comparative analysis of the cosmic advertising text of China and USA in terms of cultural values. Qingdao: Qingdao university Science/Tehnology
Supplementary files
