1887
  1. Home
  2. e-Journals
  3. Review of Cognitive Linguistics. Published under the auspices of the Spanish Cognitive Linguistics Association
  4. Volume 19, Issue 1
  5. Article
Volume 19, Issue 1
  • ISSN 1877-9751
  • E-ISSN: 1877-976X
USD
Buy:$35.00 + Taxes

Abstract

Abstract

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.

© John Benjamins Publishing Company
Loading

Article metrics loading...

/content/journals/10.1075/rcl.00079.sun
2021-04-28
2024-12-08

  • From This Site

    /content/journals/10.1075/rcl.00079.sun
    dcterms_title,dcterms_subject,pub_keyword
    -contentType:Journal -contentType:Contributor -contentType:Concept -contentType:Institution
    10
    5
Loading full text...

Full text loading...

References

  1. Andrew, S.
    (2014) China’s real strategic culture: A Great Wall of the imagination. Journal of Contemporary Security Policy, 20, 211–226.
     [Google Scholar]
  2. Baldry, A. , & Thibault, P.
    (2006) Multimodal transcription and text analysis. London: Equinox.
     [Google Scholar]
  3. Bateman, J. , & Schmidt, K.
    (2012) Multimodal film analysis: How films mean. London: Routledge.
     [Google Scholar]
  4. Bateman, A. , & Tseng, C.
    (2013) The establishment of interpretative expectations in film. Review of Cognitive Linguistics, 11(2), 353–368. 10.1075/rcl.11.2.09bat
     https://doi.org/10.1075/rcl.11.2.09bat [Google Scholar]
  5. Bordwell, D. , & Thompson, K.
    (2004) Film art: An introduction. New York: McGraw-Hill.
     [Google Scholar]
  6. Brown, M. T.
    (2012) “A woman in the army is still a woman”: Representations of women in US military recruiting advertisements for the all-volunteer force. Journal of Women Politics & Policy, 33(2), 151–175. 10.1080/1554477X.2012.667737
     https://doi.org/10.1080/1554477X.2012.667737 [Google Scholar]
  7. Burn, A.
    (2013) The kineikonic mode: Towards a multimodal approach to moving image media. In C. Jewitt (Ed.), Handbook of multimodal analysis (pp.373–383). London: Routledge.
     [Google Scholar]
  8. Cienki, A.
    (2013) Image schemas and mimetic schemas in cognitive linguistics and gesture studies. Review of Cognitive Linguistics, 11(2), 417–432. 10.1075/rcl.11.2.13cie
     https://doi.org/10.1075/rcl.11.2.13cie [Google Scholar]
  9. Coëgnarts, M.
    (2019) Analysing metaphor in film: Some conceptual challenges. In I. N. Ferrando (Ed.), Current approaches to metaphor analysis discourse (pp.295–320). Berlin & Boston: Mouton de Gruyter. 10.1515/9783110629460‑014
     https://doi.org/10.1515/9783110629460-014 [Google Scholar]
  10. Dicerto, S.
    (2018) Multimodal pragmatics and translation: A new model for source text analysis. London: Palgrave Macmillan. 10.1007/978‑3‑319‑69344‑6
     https://doi.org/10.1007/978-3-319-69344-6 [Google Scholar]
  11. Eric, R.
    (2016) Picture this: Multimodal representations of prospective teachers’ metaphors about teachers and teaching. Teaching and Teacher Education, 55, 33–44. 10.1016/j.tate.2015.12.007
     https://doi.org/10.1016/j.tate.2015.12.007 [Google Scholar]
  12. Evans, V.
    (2010) Figurative language understanding in LCCM theory. Cognitive Linguistics, 21(4), 601–662. 10.1515/cogl.2010.020
     https://doi.org/10.1515/cogl.2010.020 [Google Scholar]
  13. Eve, S.
    (2017) Metaphor and metonymy in advertising: Building viewpoint in multimodal multi-space blends. Journal of Pragmatics, 122, 65–76. 10.1016/j.pragma.2017.10.012
     https://doi.org/10.1016/j.pragma.2017.10.012 [Google Scholar]
  14. Fauconnier, G. , & Turner, M.
    (1995) Conceptual integration and formal expression. Metaphor and Symbolic Activity, 10(3),1–33.
     [Google Scholar]
  15. Feng, D.
    (2011) Visual space and ideology: A critical cognitive analysis of special orientations in advertising. In K. L. O’Halloran & B. A. Smith (Eds.), Multimodal studies: Exploring issues and domains (pp.55–75). New York & London: Routledge.
     [Google Scholar]
  16. Forceville, C.
    (1996) Pictorial metaphor in advertising. London & New York: Routledge. 10.4324/9780203272305
     https://doi.org/10.4324/9780203272305 [Google Scholar]
  17. (2006) Non-verbal and multimodal metaphor in a cognitive framework: agendas for research. In G. Kristiansen , M. Achard , R. Driven , & F. Ruiz de Mendoza (Eds.), Cognitive Linguistics: Current application and future perspectives (pp.379–402). Berlin & New York: Mouton de Gruyter.
     [Google Scholar]
  18. (2007) Multimodal metaphor in ten Dutch TV commercials. The Public Journal of Semiotics, 1(1), 15–34. 10.37693/pjos.2007.1.8812
     https://doi.org/10.37693/pjos.2007.1.8812 [Google Scholar]
  19. (2008) Metaphor in pictures and multimodal representations. In R. Gibbs (Ed.), The Cambridge handbook of metaphor and thought (pp.462–482). New York: Cambridge University Press. 10.1017/CBO9780511816802.028
     https://doi.org/10.1017/CBO9780511816802.028 [Google Scholar]
  20. (2009) Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp.383–400). Berlin & New York: Mouton de Gruyter. 10.1515/9783110215366.1.19
     https://doi.org/10.1515/9783110215366.1.19 [Google Scholar]
  21. (2013) Metaphor and symbol: Searching for one’s identity is looking for a home in animation film. Review of Cognitive Linguistics, 11(2), 250–268. 10.1075/rcl.11.2.03for
     https://doi.org/10.1075/rcl.11.2.03for [Google Scholar]
  22. Forceville, C. , & Urios-Aparisi, E.
    (2009) Multimodal metaphor. Berlin & New York: Mouton de Gruyter. 10.1515/9783110215366
     https://doi.org/10.1515/9783110215366 [Google Scholar]
  23. Goebel, Z.
    (2011) Enregistering identity in Indonesian television serials: A multimodal analysis. In K. L. O’Halloran & B. Smith (Eds.), Multimodal studies: Exploring issues and domains (pp.95–114). New York & London: Routledge.
     [Google Scholar]
  24. Gutt, E.
    (2000) Translation and relevance: Cognition and context. Manchester: St. Jerome.
     [Google Scholar]
  25. Kövecses, Z.
    (2002) Metaphor: A Practical Introduction. Oxford: Oxford University Press.
     [Google Scholar]
  26. Kress, G. , & van Leeuwen, T.
    (1996/2006) Reading images: The grammar of visual design. New York & London: Routledge.
     [Google Scholar]
  27. (2001) Multimodal discourse. London: Edward Arnold.
     [Google Scholar]
  28. Lakoff, G.
    (1993) The contemporary theory of metaphor. In A. Ortony (Ed.), Metaphor and thought (pp.202–251). Cambridge: Cambridge University Press. 10.1017/CBO9781139173865.013
     https://doi.org/10.1017/CBO9781139173865.013 [Google Scholar]
  29. Lakoff, G. , & Johnson, M.
    (1980) Metaphors we live by. Chicago: The University of Chicago Press.
     [Google Scholar]
  30. Maier, C.
    (2011) Knowledge communication in green corporate marketing: A multimodal discourse analysis of an Ecomagination video. In K. O’Halloran & B. Smith (Eds.), Multimodal studies: Exploring issues and domains (pp.153–168). New York & London: Routledge.
     [Google Scholar]
  31. Miranda, M.
    (2015) The role of gestures in the construction of multimodal metaphors: Analysis of a political-electoral debate. Belo Horizontei, 15(2), 343–376. 10.1590/1984‑639820156105
     https://doi.org/10.1590/1984-639820156105 [Google Scholar]
  32. Mulken, M. , le Pair, R. , & Forceville, C.
    (2010) The impact of perceived complexity, deviation and comprehension on the appreciation of visual metaphor in advertising across three European countries. Journal of Pragmatics, 42(12), 3418–3430. 10.1016/j.pragma.2010.04.030
     https://doi.org/10.1016/j.pragma.2010.04.030 [Google Scholar]
  33. Norris, S.
    (2004) Analyzing multimodal interaction: A methodological framework. New York & London: Routledge. 10.4324/9780203379493
     https://doi.org/10.4324/9780203379493 [Google Scholar]
  34. (2012) Multimodality in practice: Investigating theory-in-practice-through-methodology. New York & London: Routledge. 10.4324/9780203801246
     https://doi.org/10.4324/9780203801246 [Google Scholar]
  35. O’Halloran, K.
    (2005) Mathematical discourse analysis: Language, symbolism and visual images. London & New York: Continuum.
     [Google Scholar]
  36. O’Halloran, K. , & Jewitt, C.
    (2004) Multimodal discourse analysis: Systemic functional perspectives. London: Continuum.
     [Google Scholar]
  37. O’Halloran, K. , & Smith, B.
    (2011) Multimodal studies: Exploring issues and domains. New York & London: Routledge.
     [Google Scholar]
  38. Orlebar, J.
    (2009) Understanding media language. MediaEdu [online]. Available at: media.edusites.co.uk/article/understanding-media-language/
     [Google Scholar]
  39. Painter, C. , Martin, J. , & Unsworth, L.
    (2013) Reading visual narrative: Image analysis of children’s picture book. Sheffield: Equinox.
     [Google Scholar]
  40. Pérez-Hernández, L.
    (2013) Approaching the utopia of a global brand: The relevance of image schemas as multimodal resources for the branding industry. Review of Cognitive Linguistics, 11(2), 285–302. 10.1075/rcl.11.2.05per
     https://doi.org/10.1075/rcl.11.2.05per [Google Scholar]
  41. Pragglejaz Group
    Pragglejaz Group (2007) MIP: A method for identifying metaphorically used words in discourse. Metaphor and Symbol, 22(1), 1–39. 10.1080/10926480709336752
     https://doi.org/10.1080/10926480709336752 [Google Scholar]
  42. Tasić, M. , & Stamenković, D.
    (2015) The interplay of words and images in expressing multimodal metaphors in comics. Procedia-Social and Behavioral Sciences, 212, 117–122. 10.1016/j.sbspro.2015.11.308
     https://doi.org/10.1016/j.sbspro.2015.11.308 [Google Scholar]
  43. Rech, A.
    (2014) Recruitment, counter-recruitment and critical military studies. Global Discourse, 4(2/3), 244–261. 10.1080/23269995.2014.909243
     https://doi.org/10.1080/23269995.2014.909243 [Google Scholar]
  44. Ruiz de Mendoza Ibáñez, F. J., & Pérez-Hernández, L.
    (2011) The contemporary theory of metaphor: Myths, developments and challenges, Metaphor and Symbol, 26(3), 161–185. 10.1080/10926488.2011.583189
     https://doi.org/10.1080/10926488.2011.583189 [Google Scholar]
  45. Sackett, P. , & Mayor, A.
    (2004) Evaluating military advertising and recruiting: Theory and methodology. Washington: National Academies Press.
     [Google Scholar]
  46. Sissons, H.
    (2012) Journalism and public relations: A tale of two discourses. Discourse & Communication, 6(3), 273–294. 10.1177/1750481312452202
     https://doi.org/10.1177/1750481312452202 [Google Scholar]
  47. Skorczynska, H.
    (2014) Metaphor and education: Reaching business training goals through multimodal metaphor. Procedia-Social and Behavioral Science, 116, 2344–2351. 10.1016/j.sbspro.2014.01.570
     https://doi.org/10.1016/j.sbspro.2014.01.570 [Google Scholar]
  48. Steen, G.
    (2011) The contemporary theory of metaphor-now new and improved!Review of Cognitive Linguistics, 9(1), 26–64. 10.1075/rcl.9.1.03ste
     https://doi.org/10.1075/rcl.9.1.03ste [Google Scholar]
  49. Steen, G. , Dorst, A. , Herrmann, J. , Kaal, A. , Krennmayr, T. , & Pasma, T.
    (2010) A method for linguistic metaphor identification. Amsterdam & Philadelphia: John Benjamins. 10.1075/celcr.14
     https://doi.org/10.1075/celcr.14 [Google Scholar]
  50. Swain, E.
    (2012) Analysing evaluation in political cartoons. Discourse, Context & Media, 2(1), 82–94. 10.1016/j.dcm.2012.09.002
     https://doi.org/10.1016/j.dcm.2012.09.002 [Google Scholar]
  51. Taylor, M. , Marrone, M. , Tayar, M. , & Mueller, B.
    (2017) Digital storytelling and visual metaphor in lectures: A study of student engagement. Accounting Education, 27(6), 552–569. 10.1080/09639284.2017.1361848
     https://doi.org/10.1080/09639284.2017.1361848 [Google Scholar]
  52. Van den Hoven, P., & Yang, Y.
    (2013) The argumentative reconstruction of multimodal discourse, taking the ABC coverage of President Hu Jintao’s visit to the USA as an example. Argumentation, 27, 403–424.
     [Google Scholar]
  53. Vera, J.
    (2013) Woven emotions: Visual representations of emotions in medieval English textiles. Review of Cognitive Linguistics, 11(2), 269–284. 10.1075/rcl.11.2.04dia
     https://doi.org/10.1075/rcl.11.2.04dia [Google Scholar]
  54. Yu, N.
    (2009) Nonverbal and multimodal manifestations of metaphors and metonymies: A case study. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp.119–143). Berlin & New York: Mouton de Gruyter.
     [Google Scholar]
  55. Yus, F.
    (2009) Visual metaphor versus verbal metaphor: A unified account. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp.147–172). Berlin & New York: Mouton de Gruyter.
     [Google Scholar]
  56. Zhou, H. & Deng, Y.
    (2014) Coupling of different modes in multimodal metaphors with ELAN: A case study of spoken word poetry Hiroshima. Journal of Shaoyang University (Social Science Edition), 13(4), 94–100.
     [Google Scholar]
/content/journals/10.1075/rcl.00079.sun
Loading
“Join the Army. Become the Power of China”
Review of Cognitive Linguistics. Published under the auspices of the Spanish Cognitive Linguistics Association 19, 142 (2021); https://doi.org/10.1075/rcl.00079.sun
/content/journals/10.1075/rcl.00079.sun
/content/journals/10.1075/rcl.00079.sun
Loading

Data & Media loading...

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

Most Cited

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