Argument by Multimodal Metaphor as Strategic Maneuvering in TV Commercials: A Case Study

被引:0
|
作者
Chuanrui Zhang
Cihua Xu
机构
[1] Zhejiang University,Center for the Study of Language and Cognition
来源
Argumentation | 2018年 / 32卷
关键词
Foregrounding; Framing; Institutional constraints; Multimodal metaphor; Pragma-dialectics; Strategic maneuvering; TV commercial;
D O I
暂无
中图分类号
学科分类号
摘要
Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints.
引用
收藏
页码:501 / 517
页数:16
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