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Multimodal Metaphor in Video Advertising: National Cultural Cues Transfer Modes
- Authors: Zhang L.1
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Affiliations:
- Moscow State Linguistic University
- Issue: No 5(873) (2023)
- Pages: 122-129
- Section: Linguistics
- URL: https://journal-vniispk.ru/2542-2197/article/view/351583
- ID: 351583
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Abstract
In the study, the author explores multimodal conceptual metaphor which can be found at linguistic, visual and sound levels, as a means of national and cultural cues transfer. Based on the video corpus of car advertisements, the author identifies the national cultural cues transfer modes, which are the use of culturally specific source domains in metaphors and their mapping models and also the use of culturally specific metaphor types.
About the authors
Liyuan Zhang
Moscow State Linguistic University
Author for correspondence.
Email: zlysybil922@gmail.com
PhD Student at the Department of General and Comparative Linguistics
Russian FederationReferences
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