A Comparative Study Of Multimodal Metaphor In Chinese And English Cosmetics Advertisements

Conceptual metaphor theory believes that metaphor, a basic way of cognition, refers to a systematic mapping of one conceptual domain, in terms of another, so the research of metaphor cannot be restricted to written texts only. Different modes such as pictorial signs, music and gestures should be used to construct metaphor as well. The present thesis aims to analyze the meaning construction of multimodal metaphor in Chinese and English cosmetics ads through the following research questions: 1.How is the meaning of multimodal metaphor constructed through different modes in Chinese and English cosmetics ads? What roles does metonymy play in the construction of multimodal metaphor? 2. What are the similarities and differences in the choice of modes and metaphor construction respectively in multimodal metaphor between Chinese and English cosmetics ads? What factors can influence metaphor construction in cosmetics ads?Based on Lakoff and Johnson’s (1980/2003) conceptual metaphor theory and Forceville’s (2009) multimodal metaphor theory, the thesis analyzes the construction of multimodal metaphor for the selected data of 6 kinds of products in 3 brands, all 12 ads together in two languages. Conclusions can be drawn as follows:1. For the selected cosmetics ads, multimodal metaphor is very important for constructing the meaning of ads. The meaning construction process of cosmetics ads is the process of multimodal metaphor construction. Through the mutual cooperation of pictorial, written and spoken signs, music, gestures, smells and touch, multimodal metaphor has made the abstract product concept and function visualized and concrete. Different modes supplement each other and coordinate to achieve the positive appeal of products.2. In the meaning construction of Chinese and English cosmetics ads, metonymy itself cannot construct meaning but it can help metaphor to construct meaning by motivating the target or source domain of multimodal metaphor. The role of metonymy is more important in motivating TD (62.5%) than SD in both Chinese and English ads.3. There are more multimodal metaphors in Chinese cosmetics ads than in English cosmetics ads, and accordingly the number of modes in Chinese cosmetics ads is also more; both for Chinese and English cosmetics ads, the modes of target domain are more than source domain because most of the target domains are product itself or concept; pictorial, written and spoken signs play a dominant role (79.69%) in both Chinese and English ads, among which pictorial signs are the most frequently used modes; music (about 10%) has only appeared in the target domain of both Chinese and English ads. The use of touch is more frequent in Chinese cosmetics ads; gestures and smells are only used in Chinese and English cosmetics ads respectively.4. Conventional metaphors and product metaphors have all parcitipated in the meaning construction of Chinese and English cosmetics ads. (1) Conventional metaphors such as LIFE, TIME and BUSINESS metaphors have been used in both Chinese and English ads, but Chinese uses LIFE IS FIGHTING and BUSINESS IS WAR to display the fierce competition, while English uses more friendly metaphors such as LIFE IS RUNNING and BUSINESS IS COMPETITION. (2) In product metaphor, product can function as target domain. PRODUCT CONCEPT IS SPOKESPERSON, PRODUCR CONCEPT IS COLOR, PRODUCT IS PLANT, PRODUCT IS PERSON and PRODUCT IS CONTAINER are used in two languages. SPORTS, WEAPON, etc. as source domain only exist in Chinese, while TECHNOLOGY, TOOL, etc. are only applied to English. Product can also function as source domain to understand abstract concept to express the function of product. The basic type of metaphor is TARGET DOMAIN IS USING PRODUCT. The choice of target domain in Chinese cosmetics ads is more generalized than in English cosmetics ads.5. Product concept and function are the major considerations to construct metaphor. Cultural difference has a slight influence because the selected cosmetics are international brand and the products need to meet the demands of users all over world.