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

QI Yu-jie; FENG De-zheng

Volume 30 Issue 6

Jun. 2021

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Article Navigation > Journal of University of Science and Technology Beijing ( Social Sciences Edition) > 2014 > 30(6): 8-13

QI Yu-jie, FENG De-zheng. Multimodal Metaphor and Advertising Discourse Analysis: Metaphor Systems and Quantitative Analysis[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2014, 30(6): 8-13.

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QI Yu-jie, FENG De-zheng. Multimodal Metaphor and Advertising Discourse Analysis: Metaphor Systems and Quantitative Analysis[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2014, 30(6): 8-13.

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

QI Yu-jie¹,
FENG De-zheng²

1. Department of Linguistics, The University of Hong Kong, Hong Kong SAR, China;
2. Department of English, The Hong Kong Polytechnic University, Hong Kong SAR, China

Received Date: 2014-05-26
Available Online: 2021-06-21

Abstract

Abstract

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.
- multimodal metaphor,
- multimodal discourse analysis,
- quantitative analysis,
- advertising discourse

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