Volume 19, Issue 1
  • ISSN 1877-9751
  • E-ISSN: 1877-976X
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Military recruitment advertising, as a type of authoritative political video advertisement, demonstrates a country’s military culture. This paper will provide a brand-new perspective in researching Chinese military culture from the approach of multimodal metaphor. Currently, a multimodal analysis of military recruitment advertising in terms of short video clips does not exist, and most of the existing multimodal studies have focused on Western mainstream media, whereas media with Chinese characteristics have remained mostly untouched by research. With Forceville and Urios-Aparisi’s (2009) Multimodal Metaphor Theory (MMT) as a theoretical basis, and the newly-released recruitment advertising “The Power of China” as the research object, this paper utilizes the MIPVU and ELAN image tagging software to identify and analyze the multimodal metaphors in “The Power of China” under the framework of MMT.


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  • Article Type: Research Article
Keyword(s): multimodal metaphor; recruitment advertising; “The Power of China”
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