Multimodal Metaphors in ＂Chinese Dream＂ Series of Printed Public ServiceAdvertisements

Jie Zhu

《International Journal of Social Science and Education Research》 4卷5期 (2021/05) Pp. 490-498

https://doi.org/10.6918/IJOSSER.202105_4(5).0073

摘要

This article analyzes the multimodal metaphors in 58 ＂Chinese Dream＂ series of printed public service advertisements. The results indicate that these advertisements construct TRAVEL metaphors, FESTIVAL metaphors, GAME metaphors and FARMING metaphors through visual and verbal modes to convey the concepts of the Chinese Dream. Among them, the source domains are mostly presented by images, and the target domains are mostly presented by texts, which help the public to obtain information in a short time. The coordinated operation of the two modes constructs dynamic and narrative metaphor scenes, which not only brings aesthetic experience to the public, but also realizes the persuasive function of the advertisements. In addition, the multimodal metaphors in the 58 advertisements are both experiential and cultural. In choosing the source domain, creators tend to choose those images that can highlight China's unique cultural traditions to highlight the national characteristics of the target domain ＂Chinese Dream＂.

關鍵字

＂Chinese Dream＂ ； Series of printed public service advertisements ； Multimodal metaphors

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