A Multimodal Study On The Promotional Film Of Hunan

The diplomacy of a country plays a pivotal role,and the image of the country and region occupies a small branch.Under this circumstance,the official promotional methods are becoming more and more diverse.Among them,the promotional video is a combination of text,the medium of picture and sound,which has been paid attention to.However,most of the previous researches have explored the construction of promotional films from the perspectives of sociology,literature,communication,art,brand marketing and communication,urban planning and management.Researches completed from the perspective of multimodality under the theoretical framework of cognitive linguistics are few.To explore the proposed three research questions,the thesis takes the Hunan promotional film of the Ministry of Foreign Affairs Innovative Hunan,Embracing the World as the research object by the combined methods of qualitative and quantitative,under the guidance of multimodal metaphor and metonymy in cognitive linguistics and other related theories:(1)What categories of multimodal metaphors and metonymies are constructed or employed?(2)What are the underlying cognitive bases of the multimodal metaphors and metonymies?(3)What is the relationship between the multimodal metaphors and metonymies?According to the systematic analysis and classification of the research corpus,the subsequent conclusions are drawn:(1)The multimodal metaphors in the promotional film Innovative Hunan,Embracing the World can be divided into nine basic types: DEVELOPMENT IS A JOURNEY,A PROVINCE IS A PERSON,A PROVINCE IS TEA and POVERTY ALLEVIATION IS HARVEST,HISTORY IS BLACK & WHITE,HUNAN IS AN ANIMAL,A PROVINCE IS AN ACTOR,HAPPY IS UP,HUNAN IS THE RISING SUN,LOVE IS THE SHAPE OF HEART.The multimodal metonymy in the promotional film Innovative Hunan,Embracing the World includes three metonymy modes: HEROES INVOLVED FOR THE EVENT,SPATIAL PARTS REPRESENT SPATIAL WHOLE,A PERSON’S CLOTHES STANDS FOR HIS/HER IDENTITY.(2)The process of constructing multimodal cognition in Hunan Province’s promotional film is based on the projection between the source domain and the target domain or the proximity value of the similarity between the vehicle and the ontology.Furthermore,this process requires human faculties to perceive and identify the image schemas of different paradigms.Under this circumstance,various categories are classified and the transmission of implied meaning is achieved.(3)The interactive mode of multimodal metaphor and metonymy in the promotional film is reflected as: multimodal metonymy symbolizing the target domain of a multimodal metaphor,multimodal metonymy symbolizing the source domain of a multimodal metaphor,multimodal metonymy enriching a metaphor as well as multimodal metonymy representing both metaphor and metonymy.The promotional film presents an innovative,positive and inclusive image of Hunan through the above interactive methods.To sum,this thesis puts forward new research ideas and perspectives for the promotional films.Additionally,under the guidance of cognitive theory,it conducts an in-depth analysis of the promotional films of the Ministry of Foreign Affairs of Hunan,helping the audience to understand it more clearly.In addition,it could better help the production of foreign promotional films in the country and region.