Multimodal Metaphors Study-Take the Expression of Negative Emotion in Emojis as an Example

Using the multimodal metaphor theory,this article studies the multimodal metaphor of emotion.Emotions can be divided into positive emotions and negative emotions.Positive emotion metaphors include happiness metaphors and love metaphors,while negative emotion metaphors include anger metaphors,fear metaphors and sadness metaphors.They intuitively represent the source domain through physical signs,sensory effects,orientation dynamics and physical presentation close to the actual life,and the emotional multimodal metaphors in emojis have narrative and social functions.

National Image Construction from the Perspective of Multimodal Metaphor-A Case Study of the Opening Ceremony of the Beijing Winter Olympics

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.

Discourse Analysis of Taylor Swift’s“Look What You Made Me Do”—From the Perspective of Multimodal Metaphor and the Formal Level of SFL Basis

Multimodal discourse analysis is a relatively new area of study and has received great attention these years.Relative studies have also made development in recent years concerning advertisement,classroom education,political speech,and commer⁃cial events,but few have stepped into the music domain.This paper made use of Taylor Swift’s hit single“Look What You Made Me Do”to explore multimodal discourse analysis on music from the perspective of multimodal metaphor and the formal level of sys⁃temic functional linguistics(SFL),and to reveal the relationship between its lyric,tune,and music video,which shows how these multimodal discourse interrelated and coordinated to express the producer’s meaning,attitude,and ideas.

Literature Review of Overseas Studies on Multimodal Metaphor

The present study is the literature review of overseas studies on multimodal metaphor. The study aims to give a whole picture of the main trends of overseas studies on multimodal metaphor.

Multimodal Metaphor Analysis of German Commercials

This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.

Multimodal Poetic Iconicity in Jimmy's The Moon Forgets

This article draws on the theory of poetic iconicity as expounded by Margret.H.Freeman to offer a tentative study on how multimodality affects its realization through an analysis of a pictorial narrative by a Taiwan Residents writer—Jimmy’s The Moon Forgets.The analysis shows that,different from its performance in verbal texts,poetic iconicity in a multimodal literary work is achieved by tapping the immense potential inherent in pictorial-verbal conf igurations.Diagrammatic iconicity,seen in its narrative structure and in the multimodal configuration of the story,is found in this case to serve the global metaphor LIFE-DEATH IS A CYCLE and contribute to an aesthetically wild ecstasy.The metaphorical implications in relation to the theme within the scope of diagrammatic iconicity help constitute the ineffable charm of this pictorial fiction.Multimodal poetic iconicity—deploying diverse structural patterns and relational conf igurations to create an artistic resemblance to the abstract patterns in feelings and thoughts—is shown to be an important contributing factor in the effectiveness of the work’s literary communication.