A Study On Multimodal Metaphor And Metonymy In Huawei Campus Recruitment Promotional Videos

Since human beings entered 21^st century,with an ever-increasing maturity of information technology,the single-mode language cannot meet the demands of people to obtain various information.The selection of multiple modes,like image,music,color or other modes and the ways of cooperation with each other to express overall meaning have become the focus of current research.Multimodal metaphor and metonymy are important tools for expressing meaning in multimodal discourse,which can vividly express abstract concepts.In the past,the research on multimodal discourse was mainly carried out under the theoretical framework of systemic functional linguistics,however,the research on multimodal metaphor and metonymy from the perspective of cognitive linguistics was relatively limited.Huawei’s campus recruitment video is the typical dynamic multimodal discourse,which contains a large number of multimodal metaphors and metonymies.They play an important role in vividly presenting the strength,culture,development prospects,and talent training platform information of corporation to achieve the goal of talent recruitment.Therefore,the efficiency of campus recruitment has been greatly increased.Therefore,taking Charles Forceville’s multimodal metaphor and metonymy theory as the main theoretical framework from the perspective of cognitive linguistics,this thesis selects Huawei’s campus recruitment promotional videos from 2018 to 2021 as a research subject.This thesis aims at exploring the classification,the meaning construction and the ways of interaction of multimodal metaphor and metonymy to figure out how Huawei displays its core culture to arouse emotional resonance among viewers and achieve the purpose of attracting talents.This research not only broadens the research field of dynamic multimodal discourse,but also provides reference for future enterprises to skillfully produce higher-level campus recruitment videos.Through analysis,this paper has the following findings:（1）The multimodal metaphor in HCRPVs（Huawei Campus Recruitment Promotional Videos）can be classified into four main types.Among them,source domain（verbal mode+pictorial mode+aural mode）——target domain（verbal mode+pictorial mode）type has been extensively used,which employs as many modes as possible to give the audiences multiple sensory stimulation.This type multimodal metaphor that appeals to many senses can attract viewers and trigger emotional effects more than abstract language sign.Another salient feature is the application of multimodal metaphor in this type:source domain（pictorial mode+aural mode）——target domain（implied）,in which the target domain is implied.The implied target domain requires viewers to reasonably interpret and explore with the help of context,background cultural knowledge,life experience,etc.It not only increases the aesthetics of campus recruitment promotional videos,but also successfully publicizes the company’s corporate culture to attract talents.As for multimodal metonymies,there are four main types.The type of SINGLE ENTITY STANDS FOR COLLECTION is frequently used in HCRPVs.Through identity metonymy,viewers are unconsciously involved in the situation to better perceive the metaphorical meaning.（2）In HCRPVs,the meaning construction of multimodal metaphor is realized through metaphorical mappings from the source domain to the target domain.As for multimodal metonymy,the meaning can be constructed through metonymical reference in the same domain.Besides that,there are lots of spatial metaphors in HCRPVs.Large number of close shots and eye-level angles construct metaphorical meaning of close social relationship and equal status.An auxiliary role has been played by spatial metaphor in the construction and interpretation of multimodal metaphor and metonymy.It can enlarge the meaning of picture and trigger empathy between interactive two sides,viewers and represented participants.Lastly,closely intertwined shared life experiences and specific cultural factors also help a lot in interpreting multimodal metaphor and metonymy.（3）Multimodal metaphor and multimodal metonymy interact with each other in HCRPVs.The ways of interaction between them can be concluded as follows,multimodal metonymy provides premise for multimodal metaphor,thus laying a foundation for further constructing multimodal metaphor while multimodal metaphor restricts the choice of features mapped in metonymy.