A Study Of Metaphtonymy Of City Logos From The Perspective Of Visual Rhetoric

In accordance with the development of modern information technology,fragmented information is increasingly occupying the mainstream of knowledge acquisition.As an information bridge,great significance has been attached to the visual images in daily life and information exchange.Therefore,many researchers in the field of rhetoric turn their attention from traditional textual study to the study of visual rhetoric.In the scope of visual rhetoric,most scholars focus on the study of visual figures of speech or visual metaphor,but few studies concentrate on the interaction between visual metaphor and visual metonymy.As a typical visual image,city logo conveys the cultural connotation and shows the image of the city,which is the research object of this thesis.This thesis mainly adopts the combination of qualitative and quantitative research methods,and takes a total of 78 city logos as the research object.The research questions are as follows:(1)In the discourses of city logos,is there any interaction between visual metaphor and visual metonymy?If there is,how do they interact to achieve the function of meaning construction?(2)In the discourses of city logos,what is the distribution of each type of interaction?(3)From the perspective of visual rhetoric,what are the genre features of city logos?The research framework of this thesis is based on the conceptual overview of metaphtonymy and the conceptual interaction model,as well as the deductive approach of the visual rhetoric research model.This thesis mainly studies the interactive models between visual metaphor and visual metonymy in city logos.The results show that the traditional conceptual interaction model is partially applicable to the visual discourses of city logos.Drawing on the corpus data,five interactive models of visual metaphtonymy are obtained:(1)visual metonymy that exists independently of any visual metaphor;(2)visual metaphor that exists independently of any visual metonymy;(3)visual metonymic expansion of the metaphoric source;(4)visual metonymic expansion of one of the correspondences of the metaphoric source;(5)visual expansion of one of the correspondences of the metaphoric target.In addition,this thesis summarizes the visual genre features of city logos.This study can not only theoretically expand the application of conceptual interaction model in visual discourse and enrich the research objects of visual rhetoric,but also is practically significant for the design,publicity and understanding of city logos in the future.