{"title":"英汉广告语篇中多模态隐喻表征类型的对比研究","authors":"Youwen Yang","doi":"10.3968/12182","DOIUrl":null,"url":null,"abstract":"Taking automobile advertisements as example and based on a self-established corpus, this paper conducts an English-Chinese contrastive study on representation types of multimodal metaphor. We find that English-Chinese representation types of multimodal metaphor show some similarities as well as differences, which may be closely related to the cognitive continuity and cultural diversity. The contrastive study testifies and enriches the Conceptual Metaphor Theory (CMT) and facilitates the further development of advertising creativity approaches.","PeriodicalId":46413,"journal":{"name":"Multilingua-Journal of Cross-Cultural and Interlanguage Communication","volume":"23 1","pages":"77-81"},"PeriodicalIF":1.4000,"publicationDate":"2021-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"A Contrastive Study on Representation Types of Multimodal Metaphor in English and Chinese Advertisement Discourses\",\"authors\":\"Youwen Yang\",\"doi\":\"10.3968/12182\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Taking automobile advertisements as example and based on a self-established corpus, this paper conducts an English-Chinese contrastive study on representation types of multimodal metaphor. We find that English-Chinese representation types of multimodal metaphor show some similarities as well as differences, which may be closely related to the cognitive continuity and cultural diversity. The contrastive study testifies and enriches the Conceptual Metaphor Theory (CMT) and facilitates the further development of advertising creativity approaches.\",\"PeriodicalId\":46413,\"journal\":{\"name\":\"Multilingua-Journal of Cross-Cultural and Interlanguage Communication\",\"volume\":\"23 1\",\"pages\":\"77-81\"},\"PeriodicalIF\":1.4000,\"publicationDate\":\"2021-06-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Multilingua-Journal of Cross-Cultural and Interlanguage Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.3968/12182\",\"RegionNum\":2,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"LANGUAGE & LINGUISTICS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Multilingua-Journal of Cross-Cultural and Interlanguage Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.3968/12182","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"LANGUAGE & LINGUISTICS","Score":null,"Total":0}
A Contrastive Study on Representation Types of Multimodal Metaphor in English and Chinese Advertisement Discourses
Taking automobile advertisements as example and based on a self-established corpus, this paper conducts an English-Chinese contrastive study on representation types of multimodal metaphor. We find that English-Chinese representation types of multimodal metaphor show some similarities as well as differences, which may be closely related to the cognitive continuity and cultural diversity. The contrastive study testifies and enriches the Conceptual Metaphor Theory (CMT) and facilitates the further development of advertising creativity approaches.
期刊介绍：
Multilingua is a refereed academic journal publishing six issues per volume. It has established itself as an international forum for interdisciplinary research on linguistic diversity in social life. The journal is particularly interested in publishing high-quality empirical yet theoretically-grounded research from hitherto neglected sociolinguistic contexts worldwide. Topics: -Bi- and multilingualism -Language education, learning, and policy -Inter- and cross-cultural communication -Translation and interpreting in social contexts -Critical sociolinguistic studies of language and communication in globalization, transnationalism, migration, and mobility across time and space
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