Lang Chen | Guangdong University of Foreign Studies
Military recruitment advertising, as a type of authoritative political video advertisement, demonstrates a
country’s military culture. This paper will provide a brand-new perspective in researching Chinese military culture from the
approach of multimodal metaphor. Currently, a multimodal analysis of military recruitment advertising in terms of short video
clips does not exist, and most of the existing multimodal studies have focused on Western mainstream media, whereas media with
Chinese characteristics have remained mostly untouched by research. With Forceville and
Urios-Aparisi’s (2009) Multimodal Metaphor Theory (MMT) as a theoretical basis, and the newly-released recruitment
advertising “The Power of China” as the research object, this paper utilizes the MIPVU and ELAN image tagging software to identify
and analyze the multimodal metaphors in “The Power of China” under the framework of MMT.
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