| Since Huawei participated in research and development of 5G related technologies in 2013,5G mobile phones,5G chips,5G base stations and 5G networks have developed rapidly.Thus,in order to introduce and advertise 5G,Huawei releases 5G video advertisements aboard and at home which successfully activate audiences’ desires for the5 G era.In Huawei 5G video ads,multi modes(such as words,images and sounds)are used to represent different domains and establish mappings resulting in metaphor-producing relationships and metonymy-producing relationships.The linguistic study on advertisements is mainly carried out from the perspective of systemic functional linguistics.The systemic functional linguistic analysis on multimodal discourse aims to verify the applicability of its theory in different semiotic analysis.Therefore,this research paradigm does not study the dynamic operation and cognitive mechanism in the meaning construction of multimodal discourse.Thus,there is a lack of reasonable explanation for the cognitive motivation underlying the persuasive function of advertisement discourse.In view of above facts,this thesis adopts qualitative and quantitative methods to explore the dynamic cognitive construction of multimodal metaphors and metonymies in video advertisements through taking cases study on Huawei 5G video ads,based on multimodal metaphor theory,multimodal metonymy theory and multimodal metaphor-metonymy interaction.Accordingly,this thesis explores the following three research questions:(1).What is the diversity of multimodal metaphors and metonymies in Huawei 5G video ads?(2).How do multimodal metaphors and metonymies in Huawei 5G video ads construct meaning?(3).How do multimodal metaphors and metonymies interact with each other in Huawei 5G video ads to advertise and popularize 5G?Through studying,this thesis has the following findings:(1)Huawei 5G video ads contain six types of multimodal metaphors.The multimodal metonymies occupy a larger proportion in Huawei 5G video ads and they involve two types: PART FOR PART and PART FOR WHOLE.Huawei 5G video ads contain seven types of PART FOR PART metonymies and two types of PART FOR WHOLE metonymies.(2)In Huawei 5G video ads,the meaning of multimodal metaphors is constructed by metaphorical mappings from source domain to target domain.And multimodal metaphoric mappings are established through simultaneously cuing,filling a schematic slot unexpectedly,discourse context,cultural context and personification with the cuing of different modes(such as picture,spoken and written language).Multimodal metaphors highlight the importance of 5G,which is an important step into a connected and intelligent world.The meaning of multimodal metonymies in Huawei 5G video ads is constructed by metonymical projections from vehicle to target.Multimodal metonymical projections are established through encyclopedic knowledge of 5G,discourse context and cultural context with the cuing of different modes(such as picture,spoken and written language and gesture).Multimodal metonymies highlight the technological characteristics of 5G and application scenarios of 5G.(3)Multimodal metaphor-metonymy interactions in Huawei 5G video ads mainly involve two types: multimodal metonymic reduction of multimodal metaphorical target and multimodal metonymic expansion of multimodal metaphorical source.Multimodal metaphor-metonymy interactions imply that 5G has a great potential to achieve a super intelligent world.The use of multimodal metaphors,multimodal metonymies and their interactions promotes the realization of persuasion function of Huawei 5G video ads.These research results help audiences understand video advertisements effectively.And this thesis provides the empirical evidence for the assertion that metaphor and metonymy are cognitive mechanism from the nonverbal level. |
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