A Contrastive Study on Representation Types of Multimodal Metaphor in English and Chinese Advertisement Discourses

Youwen YANG


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.


Advertisement discourse; Multimodal metaphor; Representation type; English-Chinese contrast

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DOI: http://dx.doi.org/10.3968/12182


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