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Currently, multimodal discourse research based on cognitive linguistics and social semiotics is in full swing. Most of these studies have focused on the construction and interpretation of multimodal metaphors and metonymy, the types of representation and the interaction between them, or on the analysis of their three main meanings based on visual grammar theory. In contrast, specialized and systematic discussions of multimodal metonymy are rarely seen. However, metonymy has an essential cognitive function and can even be considered as a more fundamental way of cognition than metaphor (Radden & Kövecses, 1999; Chen, 2008). Explaining how conceptual metonymy is realized in multimodal discourse, such as visual images, is imperative for metonymy research from a cognitive perspective and multimodal discourse analysis from a semiotic perspective (Forceville, 2009). In addition, in multimodal metonymy, the symbolic resources of source domains and target domains and the modal collaboration in the construction process involve complex cognitive mechanisms and have certain social functions. Therefore, multimodal metonymy deserves more attention from the academic community.

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The genres of multimodal discourse are mainly related to advertisements, films, posters, speeches, and comics. Advertisements have received particular attention because of their unique linguistic characteristics and interesting creativity. Among word-of-mouth advertising, print advertising, and television advertising, print advertising has been one of the focal points of linguistic research. Print advertising is capable of presenting a rich message and promotional intent in a limited space. Most print advertisements can be presented in their original form without deletion, while TV advertisements are difficult to be completely presented on paper (Forceville, 1996). Compared with multimodal metaphor and metonymy research of TV advertisements, the advantage of the multimodal metaphor and metonymy research of print advertisements is that the static advertisements are easily presented as a whole, and the authenticity of the corpus is guaranteed (Liu, 2017).

1.2 Objective and Significance of the Study

This thesis attempts to analyze PPSAs based on multimodal metonymy, which has certain theoretical and practical significance.

Firstly, this study aims to promote the development of multimodal metonymy in cognitive linguistics and broaden its applications. The existing research on multimodal metonymy is mainly limited to case studies or exists as adjuncts to multimodal metaphor research. By identifying multimodal metonymy in the corpus, this study is expected to enrich the types of multimodal metonymy in PPSAs, further construct public welfare themes, and reveal the general types of multimodal metonymy in static multimodal discourse to a certain extent. Currently, the research on multimodal metonymy is still in its infancy, and more relevant research is needed to support the development of multimodal metonymy. This study uses conceptual metonymy theory to analyze the cognitive meaning construction mechanism of multimodal metonymy in PPSAs by considering contex本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。