Short answer
When designing promotional materials, consider how visual and textual elements can work together to create compelling metaphors that resonate with the target audience and shape their perception of the subject.
- Field
- Classic Design
- Source
- Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018) (2018)
- Method
- Discourse analysis
- Evidence
- Moderate effect
The strategic use of multimodal metaphors and metonymies in promotional videos can significantly influence how a city's image is perceived and understood by its audience. This classic design research insight is drawn from a 2018 study published in Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018). Using Discourse analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing promotional materials, consider how visual and textual elements can work together to create compelling metaphors that resonate with the target audience and shape their perception of the subject.
Metaphorical Framing in Promotional Videos Shapes Perceived City Identity
The strategic use of multimodal metaphors and metonymies in promotional videos can significantly influence how a city's image is perceived and understood by its audience.
Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018) · 2018
Key Findings
- 01Multimodal metaphors and metonymies are employed to convey conceptual meanings about the city.
- 02The socio-cultural and situational contexts influence the generation and interpretation of these figurative devices.
- 03Framing theory provides a useful lens for understanding how these devices shape audience perception.
Application
Design takeaway
When designing promotional materials, consider how visual and textual elements can work together to create compelling metaphors that resonate with the target audience and shape their perception of the subject.
How to apply
Analyze existing promotional campaigns for cities, brands, or products to identify the metaphorical and metonymical strategies used. Consider how these could be adapted or improved in your own design projects.
Project actions
- 01When creating a promotional piece, think about what metaphors you can use with images and text to get your message across.
- 02Consider the cultural background of your audience when choosing metaphors.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Applies linguistic and cognitive theories to media analysis.
- +Provides a framework for understanding persuasive communication in visual media.
Limitations
The effectiveness of metaphors can be subjective and vary greatly between individuals and cultural groups.
Reliability & validity
The reliability of identifying metaphors can be improved through inter-rater agreement. Validity is enhanced by grounding the analysis in established theories of metaphor and framing.
Think critically
To what extent can the 'framing' of a city's image through metaphor and metonymy be considered manipulative, and where is the ethical line?
Design Principles
"Multimodal communication should strategically employ figurative language to evoke desired conceptual and emotional responses."
Understanding how visual and linguistic elements combine to create metaphorical meaning is crucial for designers involved in branding, marketing, and cultural representation. This insight helps in crafting more effective and resonant communication strategies for cities, regions, or even products.
What This Means for Your Design
Using pictures and words together in ads can make people think about a place or product in a certain way, like saying 'a diamond is forever' to make it seem valuable and lasting.
How to use in your project
- 1.You can use this research to justify your choice of visual metaphors and language in your design project's promotional materials.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the power of multimodal metaphors in shaping audience perception. By analyzing how promotional videos utilize visual and linguistic devices to construct a city's image, we can learn to apply similar strategies in our own design projects to create more impactful and resonant communication.
Source
Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018)
A Study on the Multimodal Metaphorical and Metonymical Framing in Xi’an City Image Promotional Video
journal · 2018
View sourceQuestions About This Research
- What does the research say about metaphorical framing in promotional videos shapes perceived city identity?
- When designing promotional materials, consider how visual and textual elements can work together to create compelling metaphors that resonate with the target audience and shape their perception of the subject. Evidence: Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018) (2018).
- Why does "Metaphorical Framing in Promotional Videos Shapes Perceived City Identity" matter for design?
- Understanding how visual and linguistic elements combine to create metaphorical meaning is crucial for designers involved in branding, marketing, and cultural representation. This insight helps in crafting more effective and resonant communication strategies for cities, regions, or even products.
- How can designers apply this research?
- When designing promotional materials, consider how visual and textual elements can work together to create compelling metaphors that resonate with the target audience and shape their perception of the subject.
- What were the main findings?
- Multimodal metaphors and metonymies are employed to convey conceptual meanings about the city.. The socio-cultural and situational contexts influence the generation and interpretation of these figurative devices.. Framing theory provides a useful lens for understanding how these devices shape audience perception.
- What research method was used?
- Discourse analysis.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2018 journal from Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018).
- What should I do differently in my next project?
- Analyze existing promotional campaigns for cities, brands, or products to identify the metaphorical and metonymical strategies used. Consider how these could be adapted or improved in your own design projects.
- What are the limitations?
- The study is specific to one city's promotional video and may not be universally applicable without further research across different cultural contexts.