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The admissions films of the university are an important way to show their culture to the outside world, which is a typical multimodal discourse. By analyzing the construction of university culture in the “Graduation Answers” from the perspective of multimodal metaphor and metonymy, it is found that there are multi-modal metaphors such as images and words, gestures and words, music and words, and metonymies such as individual representing entirety and clothing representing identity in the admission film, which enhance the expressive power of the video and resonate with the audience.

ira international journal of education and multidisciplinary studies

Construction of Chinese University Culture from the Perspective of Multimodal Metaphor and Metonymy—A Case Study on the 2018 Admissions Film ‘Graduation Answers’ of Tsinghua University