A Study Of Multimodal Metaphors Construction In HUAWEI’s Video Advertisements From The Perspective Of Conceptual Blending Theory

In recent decades,the research objectives of multimodal metaphors have touched upon advertisements,films,comics,language teaching and other various genres to figure out how the meanings of multimodal metaphors are constructed through the dynamic interactions of different modes.Previous studies,however,seem to be somehow scattered and lack of powerful theoretical support,while Conceptual Blending Theory can provide a powerful device to demonstrate the working mechanism of cognitive activities and be meaningful to conduct studies on the multimodal metaphors.By conducting a research on the multimodal metaphorical meaning construction in HUAWEI’s video advertisements from the perspective of Conceptual Blending Theory,thesis is designed to figure out following research questions:1.How do we use the framework of Conceptual Blending Theory to make an analysis on the meaning construction of multimodal metaphor in HUAWEI’s video advertisements?2.How are different modes interacted in the process of the meaning construction of multimodal metaphor in HUAWEI’s video advertisements?3.What functions of multimodal metaphors have been realized in HUAWEI’s video advertisements?Based on the analysis,following findings and implications have been achieved:Firstly,Conceptual Blending Theory can be regarded as a powerful tool to be applied into the exploration of the multimodal metaphorical meaning constructions in HUAWEI’s video advertisements,building a bridge between cognition and language through dynamic mappings,namely going beyond the boundaries between the real and the imaginary.Secondly,by making an analysis of all HUAWEI’ s video advertisements on HUAWEI Mobile,the multimodal metaphors can be generally classified into three categories:(1)HUAWEI IS INTELLIGENT LIFE,(2)HUAWEIIS POSSOBILITY,(3)HUAWEI IS CHANGE.Thirdly,moving pictures are the most important modes used in the multimodal metaphorical construction process in HUAWEI’s video advertisements.In addition,gesture mode,written mode and music mode are widely applied as supplementary in this process.Finally,three functions of constructing multimodal metaphors in HUAWEI’s video advertisements can be concluded,namely informative function,persuasive function and aesthetic function.This thesis applies Conceptual Blending Theory as the framework to demonstrate the working mechanism of cognitive activities in the meaning construction process of multimodal metaphors in HUAWEI’s video advertisements,aiming to contribute to the future analysis of other video advertisements from a new angle of linguistics.