Multimodal Meaning Construction of Anti-Pandemic Promotion Picture from the Semiotic-Congnitive Perspective

As the major form of anti-epidemic promotion in network media, anti-epidemic promotion picture applies diversified multi-modal symbol resources in the construction of meaning. By exploring the interactive relationship between visual grammar and conceptual metaphor/metonymy, a joint multimodal research framework is created to clarify the meaning construction and mechanism contained in anti-epidemic pictures. The research shows that conceptual metaphor and conceptual metonymy not only provide cognitive motivation for the realization of visual grammar, but also inspire the associations of images to the real world. Visual Grammar highlights the cognitive meaning expression of conceptual metaphor and metonymy, stimulates readers’ interpretation of conceptual metaphor and metonymy. The research explores the combination of two mainstream multimodal research paths, and provides a new perspective for multimodal discourse analysis practice.