On Cognitive and Emotional Persuasion of Multimodal Metaphor

Metaphor is of experiential, cognitive and cultural nature.In terms of its pragmatic function, it exerts stronger cognitive force and emotional appeals when rendered in multi-modes.Cognitive persuasion is realized through the semantic conflict arousing attention, the partial mapping highlighting favorable features, and the interaction of two terms creating new experience.Emotional persuasion is actualized through transferring emotional preferences via the source domain of metaphor and eliciting positive emotions via the cognition of audience.Under contextual constraints, cognition and emotion interact with each other to yield persuasiveness.