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2013•Journal of Hebei United UniversityRequires access

Cognitive Construction of Multimodal Metaphor in Advertisement for Public Good——Based on the Series of Saving Paper from CCTV

Pan Hong-yin

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Abstract

The study of metaphor has been extended to the new field of multi-modal metaphor under the guidance of Charles Forceville.Based on the theory of multi-modal metaphor by Forceville,this paper is to analyse the cognitive construction of multi-modal metaphor of twoadvertisement for public goodabout saving paper from CCTV.It also provides evidence that non-verbal sound and submodal play a significant role in the construal and interpretation of metaphor.

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What this paper is about

The study of metaphor has been extended to the new field of multi-modal metaphor under the guidance of Charles Forceville.Based on the theory of multi-modal metaphor by Forceville,this paper is to analyse the cognitive construction of multi-modal metaphor of twoadvertisement for public goodabout saving paper from CCTV.It also provides evidence that non-verbal sound and submodal play a significant role in the construal and interpretation of metaphor.

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Available abstract

The study of metaphor has been extended to the new field of multi-modal metaphor under the guidance of Charles Forceville.Based on the theory of multi-modal metaphor by Forceville,this paper is to analyse the cognitive construction of multi-modal metaphor of twoadvertisement for public goodabout saving paper from CCTV.It also provides evidence that non-verbal sound and submodal play a significant role in the construal and interpretation of metaphor.

Key concepts: Metaphor, Modal, Interpretation (philosophy), Construal level theory, Cognition, Field (mathematics), Psychology, Cognitive science

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Cognitive Construction of Multimodal Metaphor in Advertisement for Public Good——Based on the Series of Saving Paper from CCTV — Research Paper | ScholarLens