JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A ›› 2014, Vol. 27 ›› Issue (4): 99-103.DOI: 10.13766/j.bhsk.1008-2204.2013.0490

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On Cognitive Representation of Nonverbal and Multimodal Metaphor and Metonymy:a Case Study of a Perfume Commercial

Deng Yu   

  1. School of Foreign Languages, Beijing University of Aeronautics and Astronautics, Beijing 100191, China
  • Received:2013-10-28 Online:2014-07-25 Published:2014-07-23

Abstract: Metaphor and metonymy are ways of thinking, and there is adequate linguistic evidence in support of this claim. However, the present research of conceptual metaphor and conceptual metonymy has a preference to verbal manifestations over nonverbal manifestations. This paper analyzes the nonverbal and multimodal metaphors and metonymies in the advertising movie of Chanel No 5 perfume: LOVE IS A JOURNEY and THE PERFUME STANDS FOR LOVER/LOVE, which involve the interaction of the visual mode, aural mode, olfactory mode, and tactile mode, etc. Multi-modal metaphors and metonymies contribute to the representation of the relation between cognition and persuasion in advertising.

Key words: metaphor, metonymy, non-verbal, multimodal, advertising, cognition

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