A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements

Liu Qiushi

doi:doi:10.11648/j.ijll.20200802.11

| Peer-Reviewed

A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements

Liu Qiushi

Published in International Journal of Language and Linguistics (Volume 8, Issue 2)

Received: 18 February 2020 Accepted: 10 March 2020 Published: 24 March 2020

Views: Downloads:

Download PDF

Share This Article

Twitter
Linked In
Facebook

Abstract

With the development of technology and the extension to multimodality in linguistics, technology tools get more applied to linguistic study. It is recognized that metaphor should not be trapped in language, but expanded to various mode. Based on the multimedia corpus built by the multimedia annotator software ELAN which gives rise to a more detailed interpretation, this article attempts to explore mysteries in multimodal metaphor in Chinese ecological educational advertisements: what are prominent metaphors characterize this typical advertisement, how modes collaborate in multimodal metaphor, and how meaning creation is processed in multi-mode way. It is classified that four kinds of metaphors are prominently represented, that is, ontological metaphor, color metaphor, money metaphor, and BIG IS SIGNIFICANT. Various modes collaborate simultaneously to construct meaning, and it is suggested that in various modes, there exists differentiation between priority and the others. The more information a mode carries, the more significant it is in collaborations. The most efficient way of TV educational advertisements to convey meaning is visualization, so most of the time the visual mode acts as the priority in assistance with the others. Through simultaneous cueing -- saliently representing target and source domain simultaneously, and perceptual resemblance--the resemblance experienced through visual perception or auditory sense triggers similarity of the source and the target domain, meaning is created and conveyed to audiences.

Published in	International Journal of Language and Linguistics (Volume 8, Issue 2)
DOI	10.11648/j.ijll.20200802.11
Page(s)	60-68
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Multimodal Metaphor, ELAN, Chinese Ecological Educational Advertisements

References

[1]	Lakoff, G. & Johnson, M. (2003). Metaphors we live by. Chicago / London: University of Chicago Press.
[2]	O’Toole, M. (1994). The language of displayed art. London: Leicester University Press.
[3]	Kress, G. & Van Leeuwen, T. (1996). Reading images. London: Routledge.
[4]	Baldry, A. P. & Thibault P. J. (2006). Multimodal transcription and text. London: Equinox.
[5]	Bateman, J. (2008). Multimodality and genre: A foundation for the systematic analysis of multimodal documents. Basingstoke: Palgrave Macmillan.
[6]	Kress, G. & Van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Arnold Publishers.
[7]	Kress, G. et al. (2001). Multimodal teaching and learning: The rhetorics of the science classroom. London: Continuum.
[8]	O'Halloran, K. L. (2004). Multimodal discourse analysis. London: Continuum.
[9]	O'Halloran, K. L. (2005). Mathematical discourse: Language, symbolism and visual images. London: Continuum.
[10]	O'Halloran, K. L. (2008). Systemic functional-multimodal discourse analysis (SF-MDA): constructing ideational meaning using language and visual imagery. Singapore: Visual Communication, 7 (4): 443–475.
[11]	Bart, E. (2018). Anger in Asterix: The metaphorical representation of anger in comics and animated films. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 243–264. Berlin/New York: Mouton de Gruyter.
[12]	El Refaie, E. (2018). Metaphor in political cartoons: Exploring audience responses. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 173–196. Berlin/New York: Mouton de Gruyter.
[13]	Forceville, C. (1998). Pictorial metaphor in advertising. London/ New York: Routledge.
[14]	Forceville, C. (2007). Multimodal metaphor in ten Dutch TV commercials. Public Journal of Semiotics, 1 (1): 19–51.
[15]	Koller, V. (2018). Brand images: Multimodal metaphor in corporate branding messages. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 45–72. Berlin/New York: Mouton de Gruyter.
[16]	Norman, T. Y. (2018). Image alignment in multimodal metaphor. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 197–212. Berlin/New York: Mouton de Gruyter.
[17]	Rohdin. M. (2018). Multimodal metaphor in classical film theory from the 1920s to the 1950s. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 403–428. Berlin/New York: Mouton de Gruyter.
[18]	Zbikowski. L. M. (2018). Music, language, and multimodal metaphor. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 359–382. Berlin/New York: Mouton de Gruyter.
[19]	Caballero, R. (2018). Cutting across the senses: Imagery in winespeak and audiovisual promotion. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 73–94. Berlin/New York: Mouton de Gruyter.
[20]	Forceville, C. (1994). Pictorial metaphor in advertisements. Metaphor and Symbolic Activity. 9. 1–29.
[21]	McQuarrie, E. F. & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors in pictures and words. Journal of Advertising, 34 (2): 7–20.
[22]	Forceville, C. (2006). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In G. Kristiansen et al. (eds.), Cognitive linguistics: Current Applications and future perspectives. pp. 379–402. Berlin: Mouton de Gruyter.
[23]	Urios-Aparisi, E. (2018). Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 95–117. Berlin/New York: Mouton de Gruyter.
[24]	Ungerer, F. & Schmid, H. J. (2013). An introduction to cognitive linguistics. Routledge.
[25]	Fauconnier, G. (1997). Mappings in thought and language. Cambridge University Press.
[26]	Forceville, C. (2018). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In C. Forceville & E. Urios-Aparisi (eds.), Multimodal metaphor. pp. 19–42. Berlin/New York: Mouton de Gruyter.

Cite This Article

Plain Text BibTeX RIS

APA Style

Liu Qiushi. (2020). A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. International Journal of Language and Linguistics, 8(2), 60-68. https://doi.org/10.11648/j.ijll.20200802.11

Copy | Download

ACS Style

Liu Qiushi. A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. Int. J. Lang. Linguist. 2020, 8(2), 60-68. doi: 10.11648/j.ijll.20200802.11

Copy | Download

AMA Style

Liu Qiushi. A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. Int J Lang Linguist. 2020;8(2):60-68. doi: 10.11648/j.ijll.20200802.11

Copy | Download

@article{10.11648/j.ijll.20200802.11,
  author = {Liu Qiushi},
  title = {A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements},
  journal = {International Journal of Language and Linguistics},
  volume = {8},
  number = {2},
  pages = {60-68},
  doi = {10.11648/j.ijll.20200802.11},
  url = {https://doi.org/10.11648/j.ijll.20200802.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijll.20200802.11},
  abstract = {With the development of technology and the extension to multimodality in linguistics, technology tools get more applied to linguistic study. It is recognized that metaphor should not be trapped in language, but expanded to various mode. Based on the multimedia corpus built by the multimedia annotator software ELAN which gives rise to a more detailed interpretation, this article attempts to explore mysteries in multimodal metaphor in Chinese ecological educational advertisements: what are prominent metaphors characterize this typical advertisement, how modes collaborate in multimodal metaphor, and how meaning creation is processed in multi-mode way. It is classified that four kinds of metaphors are prominently represented, that is, ontological metaphor, color metaphor, money metaphor, and BIG IS SIGNIFICANT. Various modes collaborate simultaneously to construct meaning, and it is suggested that in various modes, there exists differentiation between priority and the others. The more information a mode carries, the more significant it is in collaborations. The most efficient way of TV educational advertisements to convey meaning is visualization, so most of the time the visual mode acts as the priority in assistance with the others. Through simultaneous cueing -- saliently representing target and source domain simultaneously, and perceptual resemblance--the resemblance experienced through visual perception or auditory sense triggers similarity of the source and the target domain, meaning is created and conveyed to audiences.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements
AU  - Liu Qiushi
Y1  - 2020/03/24
PY  - 2020
N1  - https://doi.org/10.11648/j.ijll.20200802.11
DO  - 10.11648/j.ijll.20200802.11
T2  - International Journal of Language and Linguistics
JF  - International Journal of Language and Linguistics
JO  - International Journal of Language and Linguistics
SP  - 60
EP  - 68
PB  - Science Publishing Group
SN  - 2330-0221
UR  - https://doi.org/10.11648/j.ijll.20200802.11
AB  - With the development of technology and the extension to multimodality in linguistics, technology tools get more applied to linguistic study. It is recognized that metaphor should not be trapped in language, but expanded to various mode. Based on the multimedia corpus built by the multimedia annotator software ELAN which gives rise to a more detailed interpretation, this article attempts to explore mysteries in multimodal metaphor in Chinese ecological educational advertisements: what are prominent metaphors characterize this typical advertisement, how modes collaborate in multimodal metaphor, and how meaning creation is processed in multi-mode way. It is classified that four kinds of metaphors are prominently represented, that is, ontological metaphor, color metaphor, money metaphor, and BIG IS SIGNIFICANT. Various modes collaborate simultaneously to construct meaning, and it is suggested that in various modes, there exists differentiation between priority and the others. The more information a mode carries, the more significant it is in collaborations. The most efficient way of TV educational advertisements to convey meaning is visualization, so most of the time the visual mode acts as the priority in assistance with the others. Through simultaneous cueing -- saliently representing target and source domain simultaneously, and perceptual resemblance--the resemblance experienced through visual perception or auditory sense triggers similarity of the source and the target domain, meaning is created and conveyed to audiences.
VL  - 8
IS  - 2
ER  -

Copy | Download

Author Information

Liu Qiushi

English Language and Literature, The School of Translation Studies, Shandong University, Weihai, China

Download PDF

Sections

Plain Text BibTeX RIS

APA Style

Liu Qiushi. (2020). A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. International Journal of Language and Linguistics, 8(2), 60-68. https://doi.org/10.11648/j.ijll.20200802.11

Copy | Download

ACS Style

Liu Qiushi. A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. Int. J. Lang. Linguist. 2020, 8(2), 60-68. doi: 10.11648/j.ijll.20200802.11

Copy | Download

AMA Style

Liu Qiushi. A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. Int J Lang Linguist. 2020;8(2):60-68. doi: 10.11648/j.ijll.20200802.11

Copy | Download

@article{10.11648/j.ijll.20200802.11,
  author = {Liu Qiushi},
  title = {A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements},
  journal = {International Journal of Language and Linguistics},
  volume = {8},
  number = {2},
  pages = {60-68},
  doi = {10.11648/j.ijll.20200802.11},
  url = {https://doi.org/10.11648/j.ijll.20200802.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijll.20200802.11},
  abstract = {With the development of technology and the extension to multimodality in linguistics, technology tools get more applied to linguistic study. It is recognized that metaphor should not be trapped in language, but expanded to various mode. Based on the multimedia corpus built by the multimedia annotator software ELAN which gives rise to a more detailed interpretation, this article attempts to explore mysteries in multimodal metaphor in Chinese ecological educational advertisements: what are prominent metaphors characterize this typical advertisement, how modes collaborate in multimodal metaphor, and how meaning creation is processed in multi-mode way. It is classified that four kinds of metaphors are prominently represented, that is, ontological metaphor, color metaphor, money metaphor, and BIG IS SIGNIFICANT. Various modes collaborate simultaneously to construct meaning, and it is suggested that in various modes, there exists differentiation between priority and the others. The more information a mode carries, the more significant it is in collaborations. The most efficient way of TV educational advertisements to convey meaning is visualization, so most of the time the visual mode acts as the priority in assistance with the others. Through simultaneous cueing -- saliently representing target and source domain simultaneously, and perceptual resemblance--the resemblance experienced through visual perception or auditory sense triggers similarity of the source and the target domain, meaning is created and conveyed to audiences.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements
AU  - Liu Qiushi
Y1  - 2020/03/24
PY  - 2020
N1  - https://doi.org/10.11648/j.ijll.20200802.11
DO  - 10.11648/j.ijll.20200802.11
T2  - International Journal of Language and Linguistics
JF  - International Journal of Language and Linguistics
JO  - International Journal of Language and Linguistics
SP  - 60
EP  - 68
PB  - Science Publishing Group
SN  - 2330-0221
UR  - https://doi.org/10.11648/j.ijll.20200802.11
AB  - With the development of technology and the extension to multimodality in linguistics, technology tools get more applied to linguistic study. It is recognized that metaphor should not be trapped in language, but expanded to various mode. Based on the multimedia corpus built by the multimedia annotator software ELAN which gives rise to a more detailed interpretation, this article attempts to explore mysteries in multimodal metaphor in Chinese ecological educational advertisements: what are prominent metaphors characterize this typical advertisement, how modes collaborate in multimodal metaphor, and how meaning creation is processed in multi-mode way. It is classified that four kinds of metaphors are prominently represented, that is, ontological metaphor, color metaphor, money metaphor, and BIG IS SIGNIFICANT. Various modes collaborate simultaneously to construct meaning, and it is suggested that in various modes, there exists differentiation between priority and the others. The more information a mode carries, the more significant it is in collaborations. The most efficient way of TV educational advertisements to convey meaning is visualization, so most of the time the visual mode acts as the priority in assistance with the others. Through simultaneous cueing -- saliently representing target and source domain simultaneously, and perceptual resemblance--the resemblance experienced through visual perception or auditory sense triggers similarity of the source and the target domain, meaning is created and conveyed to audiences.
VL  - 8
IS  - 2
ER  -

Copy | Download