On the Promo Film of Chengdu’s Urban Image Construction Applying for the 2025 World Games Based on Multimodal Metaphor

Abstract

As a way of thinking and cognition, metaphor not only exists in language modality, but also exists in non-linguistic modality such as image, voice and gesture which form multimodal discourses by their interactions. Based on the theory of multimodal metaphor, this paper interprets the cognitive construction of the promo film of the 2025 World Games “Gather in Chengdu, Cheer the World on”, in which it analyzes the urban image and provides a new perspective for the analysis of urban image.