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Article published In: Review of Cognitive Linguistics
Vol. 19:1 (2021) ► pp.142–171

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“Join the Army. Become the Power of China”

Multimodal metaphors in military recruitment advertising – “The Power of China”

 | Guangdong University of Foreign Studies
 | Xi’an International Studies University
 | Guangdong University of Foreign Studies
Published online: 28 April 2021
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https://doi.org/10.1075/rcl.00079.sun
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, C., & Urios-Aparisi, E. (2009). Multimodal metaphor. Berlin & New York: Mouton de Gruyter. Google Scholar logo with link to Google Scholar 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.
Article outline
  • 1.Introduction
  • 2.Literature review
  • 3.Methodology
  • 4.Multimodal metaphor analysis on “The power of China”
  • 5.Conclusion
  • References
References (56)
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