Research on the Relevance of Multimodal Deliberate Metaphor Scenarios:A Case Study of Anti-fraud Awareness Cartoons for College Students
By integrating deliberate metaphor theory,multimodal metaphor scenario theory and relevance theory,a rele-vance analytical framework of multimodal deliberate metaphor scenarios is constructed.Based on this framework,it exam-ines the relevance of multimodal deliberate metaphor scenarios in anti-fraud awareness cartoons for college students.The research findings include:(1)This type of cartoons mainly constructs three types of deliberate metaphorical scenarios of trapping,camouflaging and confining,each focusing on conceptualizing fraud tactics,the identities of the fraudster,and the situations of the deceived respectively;(2)In terms of relevance to the audience,the camouflaging scenario is most likely to achieve the optimal relevance at the information level,and the confining scenario is most likely to achieve the opti-mal relevance at the communication level;(3)Some scenarios exhibit issues related to inadequacies in the representation of target domain information in visual-text metaphors,using images that deviate from the audience's cognitive environment,and employing inappropriate sizing and layout of texts.These factors have led to failures to establish optimal relevance with the audiences.This paper aims to expand the theoretical and practical persepectives of multimodal cognitive-pragmatic re-search,and provide empirical references for the creation and construal of public promotional cartoons.
multimodal deliberate metaphor scenariorelevance theorymetaphormultimodal relevance theory
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