A Study Of Multimodal Metaphor And Multimodal Metonymy In Video Commercials From The Perspective Of Image Schema

In cognitive linguistics,the researches on metaphor and metonymy have been updated with time going by.The conceptual nature of metaphor and metonymy has been widely accepted since Lakoff and Johnson（1980）proposed the definitions of conceptual metaphor and conceptual metonymy.However,many scholars have gradually discovered that it is biased to confine conceptual metaphors and conceptual metonymies to linguistic signs and examples only from words.Therefore,linguists leaded by Forceville have expanded these researches from the field of pure linguistics into the framework of interdisciplinary multimodal research.On the basis of these researches,they introduced the concepts of conceptual metaphor and conceptual metonymy.In multimodal discourse research,advertising is the earliest and most concerned genre.In the 20^th century,most researches focused on printed advertising,which is static.Until the 21^st century,more and more scholars have shifted their focus to video advertising.Therefore,for a purpose of making a supplement,the author of this thesis will find out multimodal metaphors and multimodal metonymies in the video commercial which was released by Singapore Airlines in 2015.Furthermore,in order to give an overall framework of understanding this advertisement,the whole video commercial will be explained from the perspective of Image Schema.The following research questions will be discussed:1.What are the most conspicuous multimodal metaphors and multimodal metonymies in this video commercial?What are the major types of them?2.How to understand the advertisement from the perspective of image schema?To solve the problems above,the author of this thesis firstly reviews previous studies of predecessors.On the one hand,the researches on advertising are reviewed from the perspective of multimodal metaphor and multimodal metonymy,and on the other hand,the researches on advertising are summarized in terms of image schema.Based on these,the author adopts the research methods of data collection,introspective analysis and case study to find out and carefully explain the most conspicuous multimodal metaphors and multimodal metonymies in this video commercial.Then the author gives an overall analysis of the commercial from the perspective of Image Schema.The findings are as follows:1.The multimodal metonymies in the entire advertisement can be summarized into two categories,namely,part for whole and whole for part.It can be classified in more detail as follows:contained for container;defining property for category;successive subevents for complex event;category for defining property;object for material.The multimodal metaphors in the advertisement can be divided into three categories:color,body language and danger-safety.2.The whole video commercial can be understood with the help of CONTAINER Schema,SOURTH-PATH-GOAL Schema,FORCE Schema and COUNT&MASS Schemas.Compared with previous studies,the slight improvement of this thesis is that the author not only elaborates the important conceptual points in advertising,but also gives an understanding of the overall construction of this video commercial.