1887
Volume 9, Issue 2
  • ISSN 2213-8722
  • E-ISSN: 2213-8730
USD
Buy:$35.00 + Taxes

Abstract

Abstract

This paper makes a comparative study of recruitment advertisements between China and the United States from the perspective of Multimodal Cognitive Critical Analysis. Based on the analysis of metaphor and metonymy, the paper reveals the differences between them in contents, narrative strategies and combination of semiotic resources. In terms of contents, there are varying degrees of emphasis on military mission, income, values, and mental health. In terms of narrative strategies, China adopts a “parental” strategy, while the United States adopts a “corporate” strategy. As to the combination of semiotic resources, China and the United States differ in their use of cartoons and posters, and adopt different shooting angles of posters. This study holds that military conscription is not only a political activity, but also a platform to construct positive image of Chinese soldiers and demonstrate the strength of China’s military forces. Therefore, it is necessary to constantly adjust the above factors according to the characteristics of the era and reading habits of the viewers.

Loading

Article metrics loading...

/content/journals/10.1075/cogls.00091.pan
2022-12-06
2025-04-30
Loading full text...

Full text loading...

References

  1. Charteris-Black, J.
    (2004) Corpus Approaches to Critical Metaphor Analysis. Basingstoke: Palgrave Macmillan. 10.1057/9780230000612
    https://doi.org/10.1057/9780230000612 [Google Scholar]
  2. Forceville, C., & Urios-Aparisi, E.
    (2009) Mutimodal Metaphor [M]. Berlin/New York: Mouton De Gruyter. 10.1515/9783110215366
    https://doi.org/10.1515/9783110215366 [Google Scholar]
  3. Kress, G., & van Leeuwen, T.
    (1996/2006) Reading Images: The Grammar of Visual Design [M]. London: Routledge.
    [Google Scholar]
  4. Pan, Y., & Zhang, H.
    (2013) A Multimodal discourse constructed by metaphor and metonymy: A case study of “Chinese national image film angle” [多模态语篇的认知机制研究——以《中国国家形象片·角度篇》为例]. Foreign Language Studies, (1): 10–19.
    [Google Scholar]
  5. Pan, Y., & Li, Z.
    (2017) A comprehensive review of domestic multimodal discourse analysis (2003–2017)-Taking the published results of CSSCI source journals as the object of investigation [国内多模态话语分析综论(2003—2017)——以CSSCI来源期刊发表成果为考察对象]. Journal of Fujian Normal University (Philosophy and Social Sciences Edition) (5): 49–59.
    [Google Scholar]
  6. Pan, Y.
    (2019) Analysis of military news reports from the perspective of multimodal cognitive criticism [多模态认知批评视角的军事新闻报道分析]. Journal of PLA University of Foreign Languages (5): 22–30.
    [Google Scholar]
  7. Zhang, W.
    (2009) Features and enlightenment of American conscription advertising. National Defense Technology, (4): 85–88
    [Google Scholar]
  8. Zhou, Y.
    (2015) Several characteristics of the US military’s psychological stress resistance training. Theoretical Research on Military Political Work, (3): 131–133.
    [Google Scholar]
/content/journals/10.1075/cogls.00091.pan
Loading
/content/journals/10.1075/cogls.00091.pan
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error