A Research on Multimodal Metaphorical and Metonymical Framing in Guangzhou City Image Promotional Films

摘要

Multimodality has become a very distinctive feature of modern society. Non-verbal modes like image, color and sound have been increasingly applied in city image promotional films to provide an overall description of the cities. This paper probes into the promotional films of Guangzhou based on the theories of multimodal metaphor, multimodal metonymy and framing. The findings reveal that with the help of images, music, sound and text, the city image promotional films constructs three main types of metaphor and five types of metonymy to provide the foundation for the construction of Guangzhou's city image. Meanwhile, multimodal metonymy assists and supports the conceptual domain of metaphor to a certain extent. The interaction between them helps construct a vivid, positive and beautiful image of Guangzhou, showing Guangzhou's beauty, vitality, development and inclusiveness to the world.