With the popularization of social media,stickers have become an important tool for young students to express themselves and resist mainstream culture due to their unique visual and emotional expressiveness.Most existi...With the popularization of social media,stickers have become an important tool for young students to express themselves and resist mainstream culture due to their unique visual and emotional expressiveness.Most existing studies focus on the negative impacts of spoof stickers,while paying insufficient attention to their positive functions.From the perspective of multimodal metaphor,this paper uses methods such as virtual ethnography and image-text analysis to clarify the connotation of stickers,understand the evolution of their digital dissemination forms,and explore the multiple functions of subcultural stickers in the social interactions between teachers and students.Young students use stickers to convey emotions and information.Their expressive function,social function,and cultural metaphor function progress in a progressive manner.This not only shapes students’values but also promotes self-expression and teacher-student interaction.It also reminds teachers to correct students’negative thoughts by using stickers,achieving the effect of“cultivating and influencing people through culture.”展开更多
This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,e...This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.展开更多
Using the multimodal metaphor theory,this article studies the multimodal metaphor of emotion.Emotions can be divided into positive emotions and negative emotions.Positive emotion metaphors include happiness metaphors ...Using the multimodal metaphor theory,this article studies the multimodal metaphor of emotion.Emotions can be divided into positive emotions and negative emotions.Positive emotion metaphors include happiness metaphors and love metaphors,while negative emotion metaphors include anger metaphors,fear metaphors and sadness metaphors.They intuitively represent the source domain through physical signs,sensory effects,orientation dynamics and physical presentation close to the actual life,and the emotional multimodal metaphors in emojis have narrative and social functions.展开更多
The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the devel...The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the development of globalization,international cultural communication has become a crucial part of shaping the national image,and the opening ceremony of the Beijing Winter Olympics has become an important opportunity for China to showcase its national image to the world in the post-pandemic era.Based on Forceville’s multimodal metaphor theory,this paper examines the metaphorical phenomena contained in the performance and their functions,effects,and purposes in the construction of the national image.It is found that there are many scenes,images,and narratives in the opening ceremony,including war metaphor,competition metaphor,personification metaphor,and other conceptual metaphors.The focus of this paper is on multimodal metaphor in a broad sense,mainly encompassing auditory and visual modes.Through the use of these multimodal metaphors,the opening ceremony of the Winter Olympics builds an image of a vibrant,peace-loving,and responsible country,which not only demonstrates China’s cultural self-confidence,but also expresses the Chinese people’s beautiful vision for the early reunification of the motherland.展开更多
Multimodal discourse analysis is a relatively new area of study and has received great attention these years.Relative studies have also made development in recent years concerning advertisement,classroom education,pol...Multimodal discourse analysis is a relatively new area of study and has received great attention these years.Relative studies have also made development in recent years concerning advertisement,classroom education,political speech,and commer⁃cial events,but few have stepped into the music domain.This paper made use of Taylor Swift’s hit single“Look What You Made Me Do”to explore multimodal discourse analysis on music from the perspective of multimodal metaphor and the formal level of sys⁃temic functional linguistics(SFL),and to reveal the relationship between its lyric,tune,and music video,which shows how these multimodal discourse interrelated and coordinated to express the producer’s meaning,attitude,and ideas.展开更多
The present study is the literature review of overseas studies on multimodal metaphor. The study aims to give a whole picture of the main trends of overseas studies on multimodal metaphor.
The research examines how Ghanaian political cartoonists employ journey imagery to explicate economic,socio-political,and topical/trendy issues.The effective communication of social issues requires the utilisation of ...The research examines how Ghanaian political cartoonists employ journey imagery to explicate economic,socio-political,and topical/trendy issues.The effective communication of social issues requires the utilisation of compelling devices,such as metaphorical and metonymical representations,and symbolism.Cartoonists employ these devices to convey their messages about the aforemen-tioned issues.For this study,thirteen political cartoons involving journey meta-phors were retrieved from Tilapia of 3 News and Akosua of the Daily Guide.The data analysis utilised both Lakoff and Johnson’s conceptual metaphor theory(CMT)and Forceville’s Multimodal Metaphor.In accordance with the tenets of CMT,several conceptual metaphors were identified through the examination of the comprehensive data which included,but was not limited to,‘GOVERNMENT IS A DRIVER’,‘MANAGING A COUNTRY IS DRIVING A CAR’,‘LEADING A GROUP IS DRIVING A CAR’and‘NATION IS A BOAT’.The relatability of journey metaphors makes it easier for readers and viewers to understand the cartoons’implicit meaning.Finally,the utilisation of the source-path-goal element in journey met-aphors provides a comprehensive perspective to the message,which in turn fa-cilitates the comprehension of the cartoonist’s intended meaning by a global audience.展开更多
This article draws on the theory of poetic iconicity as expounded by Margret.H.Freeman to offer a tentative study on how multimodality affects its realization through an analysis of a pictorial narrative by a Taiwan R...This article draws on the theory of poetic iconicity as expounded by Margret.H.Freeman to offer a tentative study on how multimodality affects its realization through an analysis of a pictorial narrative by a Taiwan Residents writer—Jimmy’s The Moon Forgets.The analysis shows that,different from its performance in verbal texts,poetic iconicity in a multimodal literary work is achieved by tapping the immense potential inherent in pictorial-verbal conf igurations.Diagrammatic iconicity,seen in its narrative structure and in the multimodal configuration of the story,is found in this case to serve the global metaphor LIFE-DEATH IS A CYCLE and contribute to an aesthetically wild ecstasy.The metaphorical implications in relation to the theme within the scope of diagrammatic iconicity help constitute the ineffable charm of this pictorial fiction.Multimodal poetic iconicity—deploying diverse structural patterns and relational conf igurations to create an artistic resemblance to the abstract patterns in feelings and thoughts—is shown to be an important contributing factor in the effectiveness of the work’s literary communication.展开更多
文摘With the popularization of social media,stickers have become an important tool for young students to express themselves and resist mainstream culture due to their unique visual and emotional expressiveness.Most existing studies focus on the negative impacts of spoof stickers,while paying insufficient attention to their positive functions.From the perspective of multimodal metaphor,this paper uses methods such as virtual ethnography and image-text analysis to clarify the connotation of stickers,understand the evolution of their digital dissemination forms,and explore the multiple functions of subcultural stickers in the social interactions between teachers and students.Young students use stickers to convey emotions and information.Their expressive function,social function,and cultural metaphor function progress in a progressive manner.This not only shapes students’values but also promotes self-expression and teacher-student interaction.It also reminds teachers to correct students’negative thoughts by using stickers,achieving the effect of“cultivating and influencing people through culture.”
文摘This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.
文摘Using the multimodal metaphor theory,this article studies the multimodal metaphor of emotion.Emotions can be divided into positive emotions and negative emotions.Positive emotion metaphors include happiness metaphors and love metaphors,while negative emotion metaphors include anger metaphors,fear metaphors and sadness metaphors.They intuitively represent the source domain through physical signs,sensory effects,orientation dynamics and physical presentation close to the actual life,and the emotional multimodal metaphors in emojis have narrative and social functions.
文摘The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the development of globalization,international cultural communication has become a crucial part of shaping the national image,and the opening ceremony of the Beijing Winter Olympics has become an important opportunity for China to showcase its national image to the world in the post-pandemic era.Based on Forceville’s multimodal metaphor theory,this paper examines the metaphorical phenomena contained in the performance and their functions,effects,and purposes in the construction of the national image.It is found that there are many scenes,images,and narratives in the opening ceremony,including war metaphor,competition metaphor,personification metaphor,and other conceptual metaphors.The focus of this paper is on multimodal metaphor in a broad sense,mainly encompassing auditory and visual modes.Through the use of these multimodal metaphors,the opening ceremony of the Winter Olympics builds an image of a vibrant,peace-loving,and responsible country,which not only demonstrates China’s cultural self-confidence,but also expresses the Chinese people’s beautiful vision for the early reunification of the motherland.
文摘Multimodal discourse analysis is a relatively new area of study and has received great attention these years.Relative studies have also made development in recent years concerning advertisement,classroom education,political speech,and commer⁃cial events,but few have stepped into the music domain.This paper made use of Taylor Swift’s hit single“Look What You Made Me Do”to explore multimodal discourse analysis on music from the perspective of multimodal metaphor and the formal level of sys⁃temic functional linguistics(SFL),and to reveal the relationship between its lyric,tune,and music video,which shows how these multimodal discourse interrelated and coordinated to express the producer’s meaning,attitude,and ideas.
文摘The present study is the literature review of overseas studies on multimodal metaphor. The study aims to give a whole picture of the main trends of overseas studies on multimodal metaphor.
文摘The research examines how Ghanaian political cartoonists employ journey imagery to explicate economic,socio-political,and topical/trendy issues.The effective communication of social issues requires the utilisation of compelling devices,such as metaphorical and metonymical representations,and symbolism.Cartoonists employ these devices to convey their messages about the aforemen-tioned issues.For this study,thirteen political cartoons involving journey meta-phors were retrieved from Tilapia of 3 News and Akosua of the Daily Guide.The data analysis utilised both Lakoff and Johnson’s conceptual metaphor theory(CMT)and Forceville’s Multimodal Metaphor.In accordance with the tenets of CMT,several conceptual metaphors were identified through the examination of the comprehensive data which included,but was not limited to,‘GOVERNMENT IS A DRIVER’,‘MANAGING A COUNTRY IS DRIVING A CAR’,‘LEADING A GROUP IS DRIVING A CAR’and‘NATION IS A BOAT’.The relatability of journey metaphors makes it easier for readers and viewers to understand the cartoons’implicit meaning.Finally,the utilisation of the source-path-goal element in journey met-aphors provides a comprehensive perspective to the message,which in turn fa-cilitates the comprehension of the cartoonist’s intended meaning by a global audience.
基金sponsored by a grant from the Humanities and Social Sciences Fund of the Ministry of Education of China,for the project entitled"A Cognitive Poetics Study of Discourse Perspective"(13YJA740082)
文摘This article draws on the theory of poetic iconicity as expounded by Margret.H.Freeman to offer a tentative study on how multimodality affects its realization through an analysis of a pictorial narrative by a Taiwan Residents writer—Jimmy’s The Moon Forgets.The analysis shows that,different from its performance in verbal texts,poetic iconicity in a multimodal literary work is achieved by tapping the immense potential inherent in pictorial-verbal conf igurations.Diagrammatic iconicity,seen in its narrative structure and in the multimodal configuration of the story,is found in this case to serve the global metaphor LIFE-DEATH IS A CYCLE and contribute to an aesthetically wild ecstasy.The metaphorical implications in relation to the theme within the scope of diagrammatic iconicity help constitute the ineffable charm of this pictorial fiction.Multimodal poetic iconicity—deploying diverse structural patterns and relational conf igurations to create an artistic resemblance to the abstract patterns in feelings and thoughts—is shown to be an important contributing factor in the effectiveness of the work’s literary communication.
