Study On The Application Of Multimodal Metaphor In Corporate Publicity Film

Metaphor has been an important device for transmitting information since ancient times.It can not only help people describe abstract concepts but also make the expressions interesting and vivid.Early metaphors was regarded as a kind of rhetoric device used in literature works.However,with the emergence and development of cognitive linguistics,linguists put forward conceptual metaphor theory.They think that metaphor exists in people's daily minds and actions.It is based on people's daily experiences and closely related to people's daily lives.After that,With the development of science and technology as well as the enrichment of communication medias,metaphor can be expressed in many modes.Therefore,linguists took a further step putting forward multimodal metaphor theory.They think that metaphor also exists in pictures,videos and musics.Multimodal metaphor inherits the theory of conceptual metaphor and overcomes its shortcomings.It is more innovative and creative.At the same time,with the development of economy,corporations are faced with fierce market competition as well as abundant chances.To gain success in the fierce competition and attract consumers,each corporation spares no effort to improve and advertise itself.However,consumers are exposed to too many commercial advertisements,the influence of commercial advertisements has been gradually weakened.Moreover,consumers buy things not only because of the good quality of the product but also because of their great appreciation on the corporation,which is called‘Fans Culture'.Therefore,finding another way to advertise the corporation itself is of great importance.It is under this background that Corporate Publicity Film(CPF)comes into being.CPF can not only help the corporation to advertise its basic information,but also express its spirit and ideas,which can make consumers get familiar to the brand and boost purchasing power.Multimodal metaphor,as a tool of transmitting information,is of crucial importance in CPF and the multimodal metaphor applied in CPF is worth studying.This thesis studies the application of multimodal metaphor in Apple,Huawei and Samsung's CPFs in recent three years and analyzes the role of multimodal metaphor in the CPFs as well as the future development trend of CPFs.The study of multimodalmetaphor in CPF has certain research significance and research value.It can not only help the audience to understand the connotation of CPFs better but also provide some references for the future production of CPFs.