多模态隐喻视角下企业宣传片中的绿色形象建构

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[中图分类号]H05 [文献标识码]A[文章编号]1671-8372（2026）01-0087-08

The construction of a green image in corporate promotional videos from the perspective of multimodalmetaphor

LIUJun-wei，LIUXuan

（SchoolofEnglish Studies，Xi’an International Studies University，Xi'an 71ol28，China）

Abstract：Based on the theoretical framework of multimodal metaphor，this study constructsadynamic corpus comprising offciallyreleased promotional videos from 40 Chinese enterprises.Utilizing acombination ofquantitative statistics and qualitativeanalysis，it systematically investigates the linguistic features of multimodal metaphors in these videos and explores how enterprises collaboratively construct their green image through multimodal metaphor synergy.The findings reveal that textual，visual and auditory modalities achieve the cross-domain mapping of green concepts through hierarchical interaction.Their synergy transcends the cognitive limitations inherent in single-modality approaches，transforming abstract green environmental concepts into an embodied symbolic system. Specifically， the textualmodality establishes a conceptual framework through policy terminologyand ecological metaphors，the visual modalityreinforces spatial naratives utilizing visual grammar，and the auditory modalityevokesemotional resonance by means of soundscape ecology. Therefore，to optimize their green communication strategies，enterprises should move beyondte symbolic representation reliant ona single modality.Instead，theyshould achieve efective value addition in metaphorical meaning and foster sustained depening of audiencecognition through the systematic synergy of multiple modalities.Moreover，enterprises should promote ashift in multimodal symbol design from formalcombination towards authenticcommunication，guardagainsttheriskof“greenwashing”，andstrivetobuilda greenidentitythatunifies technological advancement with ecological friendliness.

Keywords：corporategreen image;multimodal metaphor;corpus study

一、引言

在全球气候治理与可持续发展目标的双重驱动下，中国将绿色低碳发展理念提升至国家战略高度。（剩余11664字）