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Abstract
AbstractMetonymy and metaphor are fundamental and ubiquitous meaning-generating tropes that operate on a conceptual, not just a verbal, level. The goal of this paper is to demonstrate to scholars outside of the Conceptual Metaphor Theory and Conceptual Metonymy paradigm how these two tropes cue meaning verbally, visually, musically, sonically, and multimodally in five Chinese clips promoting Chinese cities and Chinese trade fairs, all produced after, and in the spirit of, president Xi Jinping’s “Belt and Road” initiative (2013). We also pay attention to how interpretations are to some extent bound to differ depending on whether the audience does or does not have detailed knowledge of Chinese culture. We end by briefly arguing that a full analysis of the clips – as indeed of most discourses – requires awareness of yet other tropes as well as expertise in other humanities disciplines.
Highlights
President Xi Jinping’s “Belt and Road,” launched in the autumn of 2013, promotes China’s leading role in making the world a more prosperous and happy place
Of the five clips we found in this genre, the first promotes Hangzhou, the host city of the “G20 Forum” in 2016; the second advertises Beijing, which hosted the “Belt and Road Summit Forum” in 2017; the third celebrates Xiamen, where the “BRICS National Summit” in 2017 took place; the fourth markets the 15th ChinaASEAN Expo in September 2018; and the last pertains to the first CIIE (China International Import Expo) trade fair in November 2018
The sequence ends with a girl looking at a silkworm cocoon she holds between her fingers (Figure 4(d)), against the background of a generic cityscape and the contours of the China-ASEAN Expo building
Summary
President Xi Jinping’s “Belt and Road,” launched in the autumn of 2013, promotes China’s leading role in making the world a more prosperous and happy place. Whereas the clips’ primary aim appears to be to showcase the cities’ attractions to companies considering to set up business as well as to prospective foreign tourists, the fact that the clips are bilingual makes clear that they are intended to enthuse both global and Chinese audiences. Communicating this message requires on the one hand emphasizing. In commercial advertising the single most important genre convention is that it makes one or more positive claims about a product or service (Forceville 1996: 104) These positive claims need to be presented within a limited time frame.
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