Cognitive Construction of Multimodal Metaphor and Metonymy in City Image Promotional Films

Abstract

As a prominent feature of modern society, multi-modal phenomenon attracts more and more attention. City image promotion discourse also gradually adopts non-verbal modal symbols such as images, colors and sounds to present the all-round features of the city. This paper, taking the promotional film Hello Yinchuan as an example, discusses the construction of cognitive meaning in multimodal discourse from the perspective of multimodal metonymy and metaphor. It is found that non-verbal modes, such as images, sounds, colors, expressions and movements, endow things with vividness. By constructing multi-modal metonymy modes, such as space part instead of whole and core factor instead of organization, the characteristic charm of the city in history, culture, scientific and technological development, economic construction and social life is displayed, which vividly constructs the positive city image of Yinchuan.