Research On Multi-modal Metaphors Of Competition Theme Pre-match Posters Of Chinese Football Association Super League

In 2012,the Guangzhou Evergrande football club released a pre-match poster,becoming the pioneer of the Chinese professional football team in publishing a pre-match poster.After 8 years of development,the release of pre-match posters has become a fixed part of pre-match promotion for professional league teams at all levels in China.Among pre-match posters on various themes,competition themes are the most common,and multimodal metaphors are used more often.So,what are the characteristics of the application of multi-modal metaphors in the pre-match competition theme poster? What kind of pattern is shown? What design strategy does it embody? The questioning of the above questions has become the logical starting point of this article.Based on the theory of multi-modal metaphors,this paper summarizes the most commonly used modals of pre-match posters in constructing metaphors: text modal and image modal.Combining the text-image metaphor type theory proposed by Professor Feng Dezheng,an authoritative scholar in the field of multimodal research in China,the 363 multi-modal metaphors that express the competition theme are mapped into three categories: cross-modal mapping,mono-modal mapping and multimodal mapping.I performed content analysis again and found that the mono modal mapping is the most commonly used mapping method.Through further research on text and image modalities,it is concluded that text modalities mainly use metaphones,word meanings,and glyphs to build metaphors and express competitive relationships.Among them,word phonics are mostly used to construct metaphors,and word meanings and glyphs are used to express competitive relationships.Then,metaphors and expression competition are constructed through team characteristic symbols,regional characteristic symbols and other project analogies.The study found that the multi-modal metaphor pre-match competition theme poster is to use the same mapping mode and multi-modal mapping to map the three modes of phonetics,glyphs,and meanings to the team 's distinctive symbols,regional characteristics Other projects have combined the three image modalities in different ways to achieve posters for the purpose of constructing metaphors and expressing competition.The discovery of this law may provide a reference and reference paradigm for the creative practice of pre-match posters and even the entire sports poster industry in China in the future,and play a role in promoting event marketing and fostering a healthy football culture.