Chuanrui Zhang

Zhejiang University, Center for the Language and Cognition Research, Graduate Student

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Exploring Visual Argument from Latent Authority in Short Video Advertising

Visual argumentation has attracted the attention of argumentation theorists for several decades, ... more Visual argumentation has attracted the attention of argumentation theorists for several decades, with research focus evolving from the legitimacy of the use of visuals in argumentation to exploring how images can function as integral parts of argumentation. Scholars (e.g., Kjeldsen 2015b have noted that images perform dual functions in argumentation: as symbols contributing noesis and as phenomena invoking aesthesis. Building on this foundation, the present study focuses on latent images that are overlooked in current argumentation studies. It is argued that latent images are conveyed in an "expressed implicit" manner. These images not only serve as visual flags to capture the audience's attention and harness the advantages of visual representation to deliver direct sensory stimulation, but also reshape the original structure of visual argumentation and argument schemes. Short video advertisements for financial management courses are discussed as a case study to demonstrate how one specific type of argument by latent images-visual argument from latent authority-achieves an interplay of noesis and aesthesis, thereby transforming the original argumentative structure, establishing various forms of authority, and maneuvering strategically to deliver a direct emotional impact to the audience and shift the burden of proof.

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Argument by Multimodal Metaphor as Strategic Maneuvering in TV Commercials: A Case Study

Argumentation, 2018

The present study analyzes the strategic maneuvering in the Lin Dan Commercial (LDC), an anti-cor... more The present study analyzes the strategic maneuvering in the Lin Dan Commercial (LDC), an anti-corruption advertisement broadcasted on China Central Television, with the help of pragma-dialectics and conceptual metaphor theory. In order to evaluate the LDC's reasonableness and effectiveness, this research aims to establish how an argument by multimodal metaphor is used in practice for disseminating of an anti-corruption view. A pragma-dialectical analysis is provided of the LDC advertisement viewed as a multimodal metaphor. According to the research, the LDC advertisement multimodally contains a conceptual metaphor, career is a match, to enhance the advertisement's effectiveness by maneuvering strategically. In this endeavor, a sense of identity created by the multimodally-expressed conceptual metaphor is utilized to ensure its reasonableness.

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Enlarging the scope of metaphor studies

Intercultural Pragmatics, 2016

Many recent discussions about Deliberate Metaphor Theory (DMT) not only advance the research of m... more Many recent discussions about Deliberate Metaphor Theory (DMT) not only advance the research of metaphor theory, but also significantly contribute to a comprehensive understanding of metaphor, a ubiquitous yet complex phenomenon. In this paper we contend that DMT should not be regarded merely as a revitalization of traditional view of metaphor in rhetoric; rather, its contribution is undeniably significant and deserves its due attention. DMT is developed based on the integration of conceptual metaphor theory and discourse practice, and complements current studies of metaphor through its emphasis on consciousness and the communicative dimension, albeit there are also some inadequacies of DMT.

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Speech corpus–based study on the speakability in translation of Chinese classical operas

Babel. Revue internationale de la traduction / International Journal of Translation

Speakability in drama involves the level of ease with which an individual can coordinate the pron... more Speakability in drama involves the level of ease with which an individual can coordinate the pronunciation, singing, and emotion of a text. In translations of classical Chinese operas, reproducing the speakability of the original can determine the success of the stage performance of the opera. However, speakability in such translations has not been explored in the literature. Therefore, in this study, we investigated the similarity of the speakability in translations of An Enchanting Dream 惊梦 from The Peony Pavilion 牡丹亭 to that of the original Chinese through a corpus-driven investigation of versions of the opera annotated by Xu Yuanchong and translated by Xu Yuanchong and Xu Ming, Wang Rongpei, and Cyril Birch. We developed a prosodic phonological evaluation system in which duration and pitch were used to compare the source text and target texts by using InterPhonic 5.0 and Praat software. The results indicated that for duration when the context and characterization in the drama ar...

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Review: Multimodal Argumentation and Rhetoric in Media Genres

Argumentation

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Argument by Multimodal Metaphor as Strategic Maneuvering in TV Commercials: A Case Study

Drawing on insights from contemporary studies on conceptual metaphor and mul-timodal metaphor, th... more Drawing on insights from contemporary studies on conceptual metaphor and mul-timodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, LIFE IS A JOURNEY, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial's effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints.

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Enlarging the scope of metaphor studies

Many recent discussions about Deliberate Metaphor Theory (DMT) not only advance the research of m... more Many recent discussions about Deliberate Metaphor Theory (DMT) not only advance the research of metaphor theory, but also significantly contribute to a comprehensive understanding of metaphor, a ubiquitous yet complex phenomenon. In this paper we contend that DMT should not be regarded merely as a revitalization of traditional view of metaphor in rhetoric; rather, its con- tribution is undeniably significant and deserves its due attention. DMT is devel- oped based on the integration of conceptual metaphor theory and discourse practice, and complements current studies of metaphor through its emphasis on consciousness and the communicative dimension, albeit there are also some inadequacies of DMT.

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