Research on Multimodal Metaphors in Chinese Liquor Advertisement Discourse

International Journal of Humanities and Social Science
© 2022 by SSRG - IJHSS Journal
Volume 9 Issue 3
Year of Publication : 2022
Authors : Chen Yanxi
How to Cite?

Chen Yanxi, "Research on Multimodal Metaphors in Chinese Liquor Advertisement Discourse," SSRG International Journal of Humanities and Social Science, vol. 9,  no. 3, pp. 69-73, 2022. Crossref,


The multimodal Metaphor combined with pictorial signs, written signs, sounds, tastes, and touch in the Chinese liquor advertisement discourse contributes to the understanding of the product's abstract information, like the cultural and traditional connotation, and further benefits of stimulating the consumers' senses and arouse the consumer's psychological recognition.


Advertisement discourse, Chinese Liquor, Multimodal Metaphor, Source domain, Target domain.


[1] R. R. Adetunji, S. Nordin, and S. M. Noor, “Integrated Advertisement Message Strategy: A Tactical Implementation of Imc in Advertisement Discourse,” Social Science Electronic Publishing, vol. 3, no. 10, pp. 1-3, 2013.
[2] R. R. Adetunji, S. Nordin, and S. M. Noor, “The Implementation of Integrated Marketing Communication (IMC) Principles in Branding and Advertising: A Conceptual Exploration,” New Media and Mass Communication, vol. 21, 2014.
[3] D. Casasanto, “When is a Linguistic Metaphor a Conceptual Metaphor?,” New Directions in Cognitive Linguistics, vol. 24, no. 4, pp. 127-145, 2009.
[4] S. Coulson, and C. P. Cánovas, “Understanding Timelines, Conceptual Metaphor and Conceptual Integration,” Cognitive Semiotics, vol. 5, pp. 1-2, 2014. Crossref,
[5] L. I. Dan et al., “Discussion on the Development Trends of Chinese Liquor Industry,” Journal of Food Safety & Quality, Vol.6 No.7 pp.2633-2638, 2015.
[6] P. Eubanks, “Conceptual Metaphor as Rhetorical Response: A Reconsideration of Metaphor,” Written Communication, vol. 16, no. 2, pp. 171-199, 1999. Crossref,
[7] S. N. Ferreira, and V. M. Heberle, “Text Linguistics and Critical Discourse Analysis: A Multimodal Analysis of a Magazine Advertisement,” Ilha do Desterro: A Journal of Language and Literature Journal of Language and Literature, vol. 64, no. 64, pp. 111-134, 2013. Crossref,
[8] C. Forceville, and M. Dominguez, “Interview with Charles Forceville Metaphors are Probably Something Universal (English Version),” Metode, vol. 96, pp. 4-9, 2018.
[9] C. Forceville, “Creativity in Pictorial and Multimodal Advertising Metaphors,” Harlow: Pearson/Longman, pp. 113-132, 2012.
[10] C. Forceville, “Non-Verbal and Multimodal Metaphor in a Cognitivist Framework: Agendas for Research,” Multimodal Metaphor, pp. 379-402, 2006. Crossref,
[11] Forceville Charles, “Visual and Multimodal Metaphor in Advertising: Cultural Perspectives,” Styles of Communication, pp. 26-41, 2017.
[12] Kromhout, Roelf, and Charles Forceville, “Life is a Journey: The Source-Path-Goal Schema in the Videogames ‘Half-Life 2’, ‘Heavy Rain’, and “Grim Fandango,” Metaphor and the Social World, vol. 3, no. 1, pp. 100-116, 2013. Crossref,
[13] G. Lakoff, “How Metaphor Structures Dreams: The Theory of Conceptual Metaphor Applied to Dream Analysis,” Dreaming, vol. 3, no. 2, pp. 77-98, 1993. Crossref,
[14] G. Lakoff, and Mark Johnson, “Metaphors We Live by,” University of Chicago Press, 1980.
[15] G. Lakoff, “Women, Fire, and Dangerous Thing, University of Chicago Press, 1987.
[16] E. Peynaud, “The Taste of Wine,” London, 1987.
[17] S. Ren, “Conceptual Metaphor and Discourse: A Multi-Dimenfional Analysis of Discourse that Realizes Metaphor,” Foreign Language Teaching & Research, vol. 40, no. 2, pp. 83-92. 2008.
[18] “Multimodal Interaction Metaphors for Manipulation of Distant Objects in Immersive Virtual Environments,” website, 2005. [Online]. Available:
[19] M. Tasi, and D. Stamenkovi, “The Interplay of Words and Images in Expressing Multimodal Metaphors in Comics,” Procedia Social and Behavioral Sciences, vol. 212, pp. 117-122, 2015. Crossref,
[20] J. Vervaeke et al., “Conceptual Metaphor and Abstract Thought,” Metaphor and Symbol, vol. 19, no. 3, pp. 213-231, 2004. Crossref,
[21] Q. Wang, “Good Things Come to Those Who Wait: A Multimodal Discourse Analysis of Guinness Printed Advertisement,” Clausius Scientific Press, vol. 3, no. 3, 2021. Crossref,
[22] Xu Guo, and Yong-guang Huang, “Discussion on the Situation and Development of Chinese Liquor Industry,” 2014 IEEE Workshop on Advanced Research and Technology in Industry Applications, pp. 116-118, 2014. Crossref, 
[23] Zhang et al., “Analysis of Chinese Liquor Culture,” Liquor-Making Science and Technology, vol. 6, no. 2, pp. 18-22, 2008.
[24] M. Zhang, “Contribution of Baijiu to National Happiness and the Development of Baijiu Industry in the Process of Building a Moderately Well-Off Society in all Aspects,” Liquor-Making Science and Technology, vol. 12, no. 9, pp. 32-36, 2017.
[25] X. W. Zheng, and B. Z. Han, “Baijiu, Chinese Liquor: History, Classification and Manufacture,” Journal of Ethnic Foods, vol. 3, no. 1, pp. 19-25, 2016. Crossref,