Abstract
On the Promo Film of Chengdu’s Urban Image Construction Applying for the 2025 World Games Based on Multimodal Metaphor
Highlights
The construction of urban image depends on its active communication to some extent
From the perspective of multimodal metaphor, this paper takes the image promo film of Chengdu as an example to analyze the cognitive mechanism of multimodal metaphors, so that it can provide a deeper understanding of similar promo films and multimodal metaphors
MULTIMODAL METAPHOR THEORY Metaphor theory was first proposed in Lakoff & Johnson’s book The Metaphor We Live By (1980) that summarizes the essential characteristics of metaphor which is cognitive
Summary
The construction of urban image depends on its active communication to some extent. Promo film, as an important means to disseminate urban image, can reflect its comprehensive strengths and influences, as well as historical culture, national spirits and values. Multimodal metaphor provides a new perspective for the analysis of multimodal discourse. A few scholars have studied national image promo film from the perspective of multimodal metaphor (Pan & Zhang, 2013; Yang & Tang, 2016; Guan, 2018). There are few cognitive interpretations of urban promo film discourse from multimodal perspective. From the perspective of multimodal metaphor, this paper takes the image promo film of Chengdu as an example to analyze the cognitive mechanism of multimodal metaphors, so that it can provide a deeper understanding of similar promo films and multimodal metaphors. The promo films can help to increase the publicity efforts, establish a good urban image and show the infinite urban charm
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