Multimodal Metaphor In Russian Commercial TV Advertising From The Perspective Of Cognitive Linguistics

Cognitive linguistics is a new linguistic school that has been thriving for nearly 40 years.Cognitive linguistics broke through the range of traditional linguistics,and attempted to combine cognitive science with linguistics,which opened up a new perspective of linguistic research.The Metaphor We Live by(1980),which wrote by Lakoff G.and Johnson M.,is the foundation of this school.The research about the nature of metaphor and the theory of conceptual metaphor in this book have a profound influence on cognitive linguistics.Since the late 1990 s,Forceville C.led a new trend of cognitive linguistics research--he attempted to extend the research of conceptual metaphor to the multimodal level.In recent years,he has been focusing on the phenomenon of multimodal metaphor in commercial TV advertising,because it's more diverse in mapping,and has many different features.Commercial TV advertising,which has distinctive linguistic features,aims to stimulate consumption.It has already been the mainstream of TV advertising in various countries,including Russia.Therefore,this thesis has great practical significance,for it's research of multimodal metaphor in Russian commercial TV advertising from the perspective of cognitive linguistics,and it can also enrich the research achievement in this field.Firstly,the thesis summarized the conceptual metaphor theory and multimodal metaphor theory of cognitive linguistics,and then analyzed the types of the multimodal metaphor in Russian commercial TV advertising based on the theoretical framework,the thesis believes it can be devided into two types: conventional mataphor and new metaphor.Laterly,the thesis analyzed several unique characters of Russian commercial TV advertising,such as vividness,national character and time difference between source domain and target domain.At last,the thesis studyed mapping phenomenon of multimodal metaphor in Russian commercial TV advertising from several perspectives,adopting qualitative and quantitative approaches.Through analyses,this thesis concluded that the multimodal metaphors with both concrete source domain and target domain are most popular.Multimodal mapping has the largest number from the perspective of mapping.The nature of source domain and target domain,genericproperty of commercial TV advertising have a great influence on mapping of metaphor.