Argument by Multimodal Metaphor as Strategic Maneuvering: A Case Study
نویسندگان
چکیده
Argument by multimodal metaphor usually plays a vital role of persuasion daily. In this paper, we analyse the argumentation of Lin Dan Commercial (LDC), an anti-corruption advertisement broadcasted on China Central Television, with conceptual metaphor theory and multimodal metaphor, in order to carry out an evaluation of the reasonableness and effectiveness of the argument. On practice, this research aims to ascertain how to make a full use of the argument by multimodal metaphor for a reasonable and effective publication of anti-corruption. The research finds out, based on a conceptual metaphor WORK IS A MATCH, LDC constructs an argument by multimodal metaphor Copyright © by the paper’s authors. Copying permitted for private and academic purposes. In: Thomas Ågotnes, Beishui Liao & Yì N. Wáng (eds.): Proceedings of The First Chinese Conference on Logic and Argumentation (CLAR 2016), Hangzhou, P. R. China, 02-03 April 2016, published athttp://ceur-ws.org
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