Title: Multimodal Metaphors in “Chinese Dream” Series of Public Service Advertisements
Abstract: It exists four types of multimodal metaphors inChinese dreamseries of public service advertisements verbal and pictorial modalities are usually co-presented in the source domain,while verbal modality is solely seen in the target domain; the choice of the source domain is based on embodied cognition resulting from body-world interaction,as well as cognition of Chinese culture. The two factors help to create the universality and Chinese flavor of the advertisements,facilitating the effective communication of the ideals inChinese dream.
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: article
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Cited By Count: 1
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