The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the devel...The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the development of globalization,international cultural communication has become a crucial part of shaping the national image,and the opening ceremony of the Beijing Winter Olympics has become an important opportunity for China to showcase its national image to the world in the post-pandemic era.Based on Forceville’s multimodal metaphor theory,this paper examines the metaphorical phenomena contained in the performance and their functions,effects,and purposes in the construction of the national image.It is found that there are many scenes,images,and narratives in the opening ceremony,including war metaphor,competition metaphor,personification metaphor,and other conceptual metaphors.The focus of this paper is on multimodal metaphor in a broad sense,mainly encompassing auditory and visual modes.Through the use of these multimodal metaphors,the opening ceremony of the Winter Olympics builds an image of a vibrant,peace-loving,and responsible country,which not only demonstrates China’s cultural self-confidence,but also expresses the Chinese people’s beautiful vision for the early reunification of the motherland.展开更多
Understanding modern poetry is a big problem for average readers because of all kinds of rhetorical devices filled with them,especially metaphors,which are hard for the readers to understand clearly.Thus,grasping meta...Understanding modern poetry is a big problem for average readers because of all kinds of rhetorical devices filled with them,especially metaphors,which are hard for the readers to understand clearly.Thus,grasping metaphors would provide a possible solution to enhance the understanding of modern poetry.Based on the motivation to better understand modern poetry,the paper explores the 11 mechanisms of metaphors in modern poetry with examples in detail,i.e.,blending,mapping,frame shifting,image schema,conceptual integration,contextual grounding,inter-subjectivity,embodied cognition,recursiveness,juxtaposition,shape-moulding,by borrowing some concepts from Cognitive Linguistics,literary studies,and Rhetorics,which can be adopted as means and methods to understand modern poems.展开更多
This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive li...This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.展开更多
文摘The national image is a comprehensive concept with a distinct political feature,including the international image presented to the outside world,and also encompassing the national identity of the people.With the development of globalization,international cultural communication has become a crucial part of shaping the national image,and the opening ceremony of the Beijing Winter Olympics has become an important opportunity for China to showcase its national image to the world in the post-pandemic era.Based on Forceville’s multimodal metaphor theory,this paper examines the metaphorical phenomena contained in the performance and their functions,effects,and purposes in the construction of the national image.It is found that there are many scenes,images,and narratives in the opening ceremony,including war metaphor,competition metaphor,personification metaphor,and other conceptual metaphors.The focus of this paper is on multimodal metaphor in a broad sense,mainly encompassing auditory and visual modes.Through the use of these multimodal metaphors,the opening ceremony of the Winter Olympics builds an image of a vibrant,peace-loving,and responsible country,which not only demonstrates China’s cultural self-confidence,but also expresses the Chinese people’s beautiful vision for the early reunification of the motherland.
文摘Understanding modern poetry is a big problem for average readers because of all kinds of rhetorical devices filled with them,especially metaphors,which are hard for the readers to understand clearly.Thus,grasping metaphors would provide a possible solution to enhance the understanding of modern poetry.Based on the motivation to better understand modern poetry,the paper explores the 11 mechanisms of metaphors in modern poetry with examples in detail,i.e.,blending,mapping,frame shifting,image schema,conceptual integration,contextual grounding,inter-subjectivity,embodied cognition,recursiveness,juxtaposition,shape-moulding,by borrowing some concepts from Cognitive Linguistics,literary studies,and Rhetorics,which can be adopted as means and methods to understand modern poems.
文摘This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.
