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Academic Journal of Humanities & Social Sciences, 2023, 6(13); doi: 10.25236/AJHSS.2023.061305.

Case Study of Multimodal Metaphor——Taking Thai Hom Mali Rice Advertisement as Example


Suzhen Zhu

Corresponding Author:
Suzhen Zhu

Hunan Normal University, Changsha, 410081, Hunan, China


Metaphors exist everywhere and influence people’s recognition of the world to a great extent. Multimodal metaphor, put forward by Forcevile(2009), broadens the range of the metaphorical research and becomes a heated topic for linguists. The author of the paper took the Thai Hom Mali Rice video advertisement as the research corpus to carry out the case study, exploring how the multimodes of the advertisement work together to construct the multimodal metaphor——PURE LOVE IS THE TASTES AND SMELLS OF THAI HOM MALI RICE. Finally, the deficiency of the research has been pointed out by the end of the paper.


multimodal metaphor; Thai Hom Mali Rice advertisement; case study

Cite This Paper

Suzhen Zhu. Case Study of Multimodal Metaphor——Taking Thai Hom Mali Rice Advertisement as Example. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 13: 28-34. https://doi.org/10.25236/AJHSS.2023.061305.


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