Cognitive Research On Multimodal Metaphor In Music Television Liquor Advertisements

The Conceptual Metaphor Theory holds that metaphor is a way of thinking,which provides the foundation for the multimodal metaphor to form up metaphorical concept in multimodal contexts by using two or more kinds of mode.The Multimodal Metaphor Theory is largely applied to the analysis of advertising,posters and other kinds of multimodal corpus.This study,aiming to analyze the multimodal metaphors in the Music Television(MTV)Liquor Advertisements with the cognitive approach,can explore the construction types,mechanisms and related characteristics of the multimodal metaphors in the MTV Liquor Advertisements.With the Chinese MTV Liquor Advertisements as the research objects,this study collects 25 MTV Liquor Advertisements from the major video websites in China and takes the two most typical advertisements,i.e.,the Luzhou and the Wuliangchun,as the research focus.This study tries to discuss the types of multimodal metaphor existing in the MTV Liquor Advertisements,the kinds of dynamic construction mechanism and features in these multimodal metaphors,and their design strategies.Depending on the decompositional approach of multimodal metaphor,this study focuses on the interpretation of the two advertisements,i.e.,the Luzhou and the Wuliangchun,which are the typical cases of the dual-mode pure music advertisements and the triple-mode song advertisements respectively.The structure of multimodal metaphor in these two advertisements is composed by fours levels of multimodal metaphor,including central metaphor,upper complex metaphor,intermediate complex metaphor and root primary metaphor.These different levels of multimodal metaphor adopt the two main construction mechanisms,namely,similarity construction and double-image construction,to combine the visual,auditory and verbal modes for conveying the traits of product to the audience.The two main construction mechanisms also bear six distinguishing features,including the time lag between source and target domain,the finishing function of target domain,the reinforcing function of source domain,the multiplicity of target domain manifestation,the homogeneity of source and target domain,and the complementary effect between different source domains.This study also finds out that the design strategies of mode selection in these MTV Liquor Advertisements are primarily on the basis of Chinese traditional culture and advertising psychology,to convey the abstract concept of history,art and culture of the advertising product through the mapping of the conceptual metaphor to the audience and rouse their audiovisual sensation and consumer psychological identity.By cognitive analysis,the construction mechanisms,classifications and relevant characteristics of multimodal metaphors in the MTV Liquor Advertisements are excavated,to provide more theoretical reference for interpretation and creation of multimodal metaphors,and offer more reference for multimodal metaphor creativity in the production of more product advertisements bearing Chinese characteristics,and enhance the theoretical reference for their cultural creativity in advertising.