Cognitive Construction of Multimodal Metaphor and Metonymy in Xuzhou City Image Promotional Videos

文章运用多模态隐喻和转喻理论，对徐州城市形象片《走遍五洲，难忘徐州》《沸腾吧徐州》、2021年和2022年的《快哉徐州》中隐喻和转喻如何在多个模态层面服务于徐州城市形象建构进行了系统研究。研究发现，这四部宣传片中转喻的使用多于隐喻。尽管每部宣传片各有侧重，但都借助多模态元素所构造的动态认知，从不同角度生动地构建了徐州的城市形象。In this paper, based on the theories of multimodal metaphor and metonymy, a systematical investigation is conducted on the promotional videos “East to West, Xuzhou Offers the Best”, “Boiling Xuzhou”, and “Kuaizai Xuzhou” in 2021 and 2022 to explore how metaphors and metonymies function across multiple modal levels in the construction of Xuzhou’s city image. The study reveals that metonymy is used more frequently than metaphor in these four promotional videos. Although each video emphasizes different aspects, they collectively and vividly construct Xuzhou’s city image from various perspectives by leveraging the dynamic cognition formed through multimodal elements.