Publication details [#13443]

Liu, Yin. 2017. A Study on the Multimodal Metaphorical Representation of TV Advertising for Public Interest. Foreign Language and Translation 24 (1) : 50–56. 7 pp. URL
Publication type
Article in journal
Publication language


Based on fifty-one TV advertisements promoting integrity in politics, the study investigated the use of multi-modal metaphor in TV advertising for public interest and summarized types of representation and modes of configuration. It is found that representations of multimodal metaphor in these advertisements are divided into three types, including cross-modal mapping, mono-modal mapping, and multi-modal mapping, which are further divided into seven modes of configuration. In addition, the categorization of types and modes follow a pattern based on the cognitive motivations in discourse.