“Join the Army. Become the Power of China” – Multimodal Metaphors in Military Recruitment Advertising – “The Power of China”

2021 ◽  
Vol 19 (1) ◽  
Author(s):  
Yi Sun ◽  
Mi Zhang ◽  
Lang Chen
Keyword(s):  
Military Culture ◽  
Military Recruitment ◽  
Mainstream Media ◽  
Multimodal Analysis ◽  
Chinese Characteristics ◽  
Metaphor Theory ◽  
Short Video ◽  
Chinese Military ◽  
New Perspective ◽  
Recruitment Advertising

Abstract Military recruitment advertising, as a type of authoritative political video advertisement, demonstrates a country’s military culture. This paper will provide a brand-new perspective in researching Chinese military culture from the approach of multimodal metaphor. Currently, a multimodal analysis of military recruitment advertising in terms of short video clips does not exist, and most of the existing multimodal studies have focused on Western mainstream media, whereas media with Chinese characteristics have remained mostly untouched by research. With Forceville and Urios-Aparisi’s (2009) Multimodal Metaphor Theory (MMT) as a theoretical basis, and the newly-released recruitment advertising “The Power of China” as the research object, this paper utilizes the MIPVU and ELAN image tagging software to identify and analyze the multimodal metaphors in “The Power of China” under the framework of MMT.

Message Strategies in Military Recruitment Advertising

2016 ◽  
Vol 43 (3) ◽  
pp. 566-573 ◽  
Author(s):  
Sejin Park ◽  
Zienab Shoieb ◽  
Ronald E. Taylor
Keyword(s):  
Content Analysis ◽  
Television Commercials ◽  
High Involvement ◽  
Military Recruitment ◽  
Recruitment Advertising ◽  
Message Strategies ◽  
Practical Implications

This study investigates message strategies used in U.S. military commercials using Taylor’s six-segment strategy wheel. A content analysis of 125 military television commercials reveals that (1) majority of military commercials employed transformational strategy rather than informational strategy; (2) military commercials only used high involvement message strategies (i.e., ration, ego, and social) and no acute need, routine, and sensory commercials were observed; and (3) message strategies in military advertising varied across the number of wars and recruiting targets. Theoretical and practical implications of the findings are discussed.

scholarly journals A tentative exploration of the Practice, System and theoretical Base of "the International Finance"

2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Xiao-yin Liang
Keyword(s):  
International Economic ◽  
International Finance ◽  
Financial Supervision ◽  
Public And Private ◽  
Basel Accord ◽  
Socialist Market Economy ◽  
Natural Feature ◽  
Chinese Characteristics ◽  
New Perspective ◽  
Socialist Market

socialist nature can is found from this systems like "General agreement on Trade in WTO Service" </b20 >,"Basel Accord" and "agreement of the International monetary Fund." After the natural feature of international, is analyzed on the basis of Marxism collectivism. Human ' s requirement for public interests are the base of financial supervision and the society is a indispensible of market and government. And this fact indicates that the international finance the are supposed to be a systematic the involving of Market and government as the agreement between public and private. This also reveals that socialist market economy with Chinese characteristics are possessed to the base and evidence all Owed for the international finance system, offering a new perspective of looking at international economic Cialism theory, which can lay theoretical foundation for the internalization of Chinese socialist, market. And this can show that developing the textbook "The International economic" is necessary, scientific and FEASIBLE.

scholarly journals Going Up Is Always Good: A Multimodal Analysis of Metaphors in a TV Ad with FILMIP, the Filmic Metaphor Identification Procedure

2020 ◽  
Vol 28 ◽  
pp. 177-189
Author(s):  
Lorena Bort-Mir
Keyword(s):  
Language Learning ◽  
Social Status ◽  
Conceptual Metaphor ◽  
Spatial Position ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Conceptual Metaphors ◽  
Multimodal Analysis ◽  
Metaphor Theory ◽  
Tv Commercial

Conceptual Metaphor Theory developed by Lakoff & Johnson (1980) suggested that we use metaphors to evaluate and communicate in our various environments. Although metaphors encompass a large variety of taxonomies, orientational metaphors are those that rely on spatial position to map concepts into other ones, referring to a relation of valence and verticality. Stated by Kövecses (2010) conceptual metaphors such orientational ones draw ‘upward’ and ‘downward’ spatial positions in which ‘upward’ is usually referred to as having positive connotations, whereby their opposites, ‘downwards’, are understood as negative. This paper seeks to unveil how the orientational metaphor good is up is employed in a filmic narrative of a language learning application for technological devices named Babbel. The present analysis is developed under the application of FILMIP (Filmic Metaphor Identification Procedure, Bort-Mir 2019). In the analyzed narrative, the orientational metaphor good is up is represented in the Babbel TV commercial (2018) as a tool for persuading customers that the best way of escalating positions at work is by learning new languages. This analysis demonstrates how orientational metaphors in multimodal media emerge as a convenient device for marketing campaigns in the context of social status improvement.

scholarly journals From invisible to visible: Kwai and the hierarchical cultural order of China’s cyberspace

2019 ◽  
Vol 5 (1) ◽  
pp. 69-85
Author(s):  
Kevin Ziyu Liu
Keyword(s):  
Urban Culture ◽  
Rural China ◽  
Physical World ◽  
Media Discourse ◽  
Mainstream Media ◽  
Video Sharing ◽  
Internet Users ◽  
Short Video ◽  
The Media ◽  
Low Culture

Contemporary China owns over 750 million Internet users, and a short-video-sharing app named Kwai has over 600 million users. From 2016 to 2017, when Kwai emerged as the largest short-video-sharing app and the fourth largest social media app in China, its major competitor Dou Yin was just released, and no other similar app could post a serious threat to Kwai. However, the emergence of Kwai to the mainstream public was tightly intertwined with a media discourse that established Kwai as a representation of rural China and low culture. Words like “vulgar,” “low,” “absurd,” and so forth were constantly used to describe Kwai and its users, and Kwai embodied a representativeness of rural and low culture that carries a taken-for-granted characteristic. This article unpacks Kwai’s controversial emergence and examines the power relations and cultural dynamics that were at play when Kwai was established by the mainstream media discourse a rural and culturally low. It interrogates the media discourse that constructs a regime of representation of Kwai, as well as how it contributes to the establishment of a regime of truth about Kwai, rural China, and rural Chinese. I unearth the seemingly natural condition of this representativeness and argue that Kwai’s controversial emergence from 2016 to 2017 signifies China’s rural–urban dichotomy, as well as a dominance of urban culture. I also indicate that we see a flow of this cultural dynamic from the physical world to the cyberspace, where the urban culture exercises the power to define and marginalize the rural.

An integrated study of visual metaphors in Chinese editorial cartoons

2019 ◽  
Vol 6 (2) ◽  
pp. 325-353
Author(s):  
Peipei Niu
Keyword(s):  
Critical Discourse Analysis ◽  
Conceptual Metaphor ◽  
Integrated Approach ◽  
Critical Discourse ◽  
Conceptual Metaphor Theory ◽  
Multimodal Analysis ◽  
Visual Metaphors ◽  
Editorial Cartoons ◽  
Metaphor Theory ◽  
Integrated Study

Abstract Conceptual metaphor theory highlights that metaphor is a matter of thinking. This assumption indicates that metaphors exist not only in language, but also in other modes. This study examines uses of visual and visual-verbal metaphors in 50 Chinese editorial cartoons conceptualizing serious haze problem, with the intention of eliciting implicit meaning conveyed by visual signs alone or together with verbal texts. Both conceptual and critical discourse analysis of the metaphors are conducted. The study finds that the way a metaphor is realized visually and verbally in a cartoon determines the features mapped onto the topic, and further implicitly expresses a critical stance toward the topic under discussion. The metaphors in the cartoons evoke a general understanding of haze problem by activating the war scenario and familiar cultural or social context in viewers. It is found in this corpus that visual fusion and visual replacement are the most frequent kinds of visual metaphors. The study further affirms that visual metaphors are better in conveying rich and implicit conceptual and affective meaning, and can be direct manifestation of the conceptual metaphor without the mediation of language. In sum the study suggests the need for an integrated approach to visual metaphoric representation in multimodal analysis.

scholarly journals Army recruitment video advertisements in the US and UK since 2002: Challenging ideals of hegemonic military masculinity?

2019 ◽  
pp. 175063521985948 ◽  
Author(s):  
Natalie Jester
Keyword(s):  
Risk Taking ◽  
Marked Change ◽  
British Army ◽  
Military Recruitment ◽  
Team Members ◽  
Physical Strength ◽  
Military Violence ◽  
The Us ◽  
Recruitment Advertising ◽  
Military Masculinity

This article examines video recruitment advertising for the US and UK armies between 2002 – post 9/11 – and 2018 in order to unpack constructions of gender in a context of what has been called a military recruitment crisis. The findings suggest that the recruitment crisis has made possible some interesting representations of gender in the armies of the respective states. The US constructs its army in less traditionally masculine terms: women and people of colour are frequently present as equal team members and there is a focus on emotional as well as physical strength. In contrast, UK advertising pre-2012 does not feature many women, presenting them in subordinate terms, and focuses on risk-taking and physical strength. After this period, however, there is a marked change and British army advertisements begin to look more like those produced by the US. The author argues that this represents a rejection of hegemonic military masculinity and that such a rejection functions to obscure military violence by presenting armies as progressive.

China's 1979 War with Vietnam: A Reassessment

2005 ◽  
Vol 184 ◽  
pp. 851-874 ◽  
Author(s):  
Xiaoming Zhang
Keyword(s):  
Lessons Learned ◽  
Military Power ◽  
Military Strategy ◽  
Deng Xiaoping ◽  
Chinese Characteristics ◽  
Chinese Military

This article attempts to reveal China's own perceptions of the 1979 war with Vietnam. It includes China's historical relations with Vietnam and their influence on Beijing's approach towards the war, as well as the role of Deng Xiaoping, Chinese military strategy and preparations for the attack. It shows how Beijing's approach to warfare has a distinctive set of Chinese characteristics: calculating when and how to use military power, the underlying aim during the war, and the basis upon which success was evaluated. The article reviews the repercussions of the conflict, both politically and militarily, and lessons learned as seen by Chinese themselves.

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