A Study of the Architecture of Metaphor Under Multimodal Discourse Analysis: The Case of Xi’an City Image Campaign

Abstract

Socio-cultural and situational contexts constrain the use of multimodal metaphors, as is evident in the Xi’an city campaign, which is more of a cognitive and linguistic phenomenon. The study of multimodal metaphors and their aesthetic features from the perspective of architecture theory can better understand the conceptual connotation, operation mode of multimodal metaphors, and discover the mechanism and unique functions of metaphorical meaning generation and comprehension; This allows us to create a warm and harmonious environment for interaction and to continuously improve the artistic level of our promotional films so that people can consciously identify with them and actively create a good and inclusive impression of the city.