Research on Multimodal Metaphors in Chinese Liquor Advertisement Discourse

International Journal of Humanities and Social Science

© 2022 by SSRG - IJHSS Journal

Volume 9 Issue 3

Year of Publication : 2022

Authors : Chen Yanxi

10.14445/23942703/IJHSS-V9I3P110

How to Cite?

Chen Yanxi, "Research on Multimodal Metaphors in Chinese Liquor Advertisement Discourse," SSRG International Journal of Humanities and Social Science, vol. 9,  no. 3, pp. 69-73, 2022. Crossref, https://doi.org/10.14445/23942703/IJHSS-V9I3P110

Abstract:

The multimodal Metaphor combined with pictorial signs, written signs, sounds, tastes, and touch in the Chinese liquor advertisement discourse contributes to the understanding of the product's abstract information, like the cultural and traditional connotation, and further benefits of stimulating the consumers' senses and arouse the consumer's psychological recognition.

Keywords:

Advertisement discourse, Chinese Liquor, Multimodal Metaphor, Source domain, Target domain.

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