Multimodal Metaphor and Advertising Discourse Analysis: Metaphor Systems and Quantitative Analysis

Multimodal metaphor is a key feature of print advertisement and an important aspect of multimodal discourse analysis.However, studies in this area mostly focus on one or two examples, and there are few studies which perform quantitative analysis of a large dataset and come up with convincing observations with regard to the discursive features of the data. Therefore, this study attempts to analyze print advertisements of a sizable corpus, establish metaphor system, and elucidate the multimodal mechanisms for the construction of persuasive meaning in advertising discourse.