Author(s)

Zhang Xue ¹

Affiliation(s)

¹ School of Foreign Languages, Ningxia Medical University, Yinchuan, Ningxia, 750000, China

Corresponding Author

Zhang Xue

ABSTRACT

Metaphors in editorial cartoons focus on the resonance of public emotions, which can effectively simplify complex problems in reality. The purpose of this paper is to explore the metaphors in editorial cartoons on telecommunication fraud from the perspective of cognitive linguistics and based on multimodal metaphor theory. It is found that the metaphorical target domains focus on telecommunication fraud, victims and regulatory bodies; the representation mechanisms are mainly pictorial metaphor and verbo-pictorial metaphor; the frequency of contextual metaphor and hybrid metaphor is similar, and the pictorial source domain to verbal target domain is more significant; personification, spatial metaphors and scenario metaphors are more often used in the content themes, and dynamic micro-narrative format A-ING IS B-ING is used in the pictorial source / target domain. By analyzing such kind of metaphor, a better job of telecommunication fraud prevention can be done so as to enhance public alert awareness and prevent telecommunication fraud. In addition, it also makes a sense for public welfare multimodal publicity.

KEYWORDS

Multimodal metaphor; editorial cartoons; telecommunication fraud; precautionary publicity

CITE THIS PAPER

Zhang Xue, A Cognitive Study of Multimodal Metaphors in Telecommunication Fraud Editorial Cartoons. Lecture Notes on Language and Literature (2024) Vol. 7: 121-128. DOI: http://dx.doi.org/10.23977/langl.2024.070620.

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