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As a linguistic phenomenon, the generation and use of multimodal metaphors and metonymies in Xi’an City Image Promotional Video are influenced by the socio-cultural context and situational context, which is the embodiment of human cognitive mode. By studying the multimodal discourse of Xi’an City Image Promotional Video from the perspective of framing theory, it is hoped that a better understanding of the conceptual connotation, cognitive characteristics and operation mode of the multimodal metaphors and metonymies can be achieved. Meanwhile, the mechanisms and functions of the generation and understanding of metaphors and metonymies can be realized. Therefore, this study is conducive to creating a friendlier and warmer communication environment, improving the taste and aesthetic effect of the publicity discourse, gaining the conscious approval of the public, and shaping a positive and open city image.

A Study on the Multimodal Metaphorical and Metonymical Framing in Xi’an City Image Promotional Video