Multimodal Metaphors in Digital Storytelling in a Public 
Service Announcement

Yu Hu

doi:10.70711/rcha.v3i2.6746

Multimodal Metaphors in Digital Storytelling in a Public Service Announcement

Yu Hu

Abstract

Focusing on a public service announcement produced by CCTV, Volunteer Teacher: A Life Remembered, this paper conducts a
cognitive analysis of the interaction among multimodal metaphor, metonymy and narrative through the visual, aural and verbal discourse,
within the framework of conceptual metaphor theory. Characterized with public welfare, it converges on the theme: spread love and sow hope,
implying a cultural metaphor modal EDUCATION IS AGRICULTURE, deeply rooted in traditional Chinese culture. Taking the central narrative metaphor VOLUNTEERING TEACHING IN RURAL CHINA IS GROWING CROPS IN THE FIELDS as a thread running through this
discourse, it integrates key elements including characters, plot, time and space into the narrative framework.

Keywords

Metaphorical narrative; Volunteer teaching; Public service announcement; Core socialist value

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References

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DOI: http://dx.doi.org/10.70711/rcha.v3i2.6746

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