The role of multimodal metaphor in managing society through digital-intellectual technologies — based on the example of the advertisement "Urban Brain" in Hangzhou.

Shaoyang Guan

2025

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DOI 10.7256/2454-0749.2025.9.75904
Data confidence 70 medium
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Abstract

The subject of the study is the role of multimodal metaphor in managing society through digital-intelligent technologies, particularly using the example of the commercial "Urban Brain" in Hangzhou. The object of the study is the analysis of visual, auditory, and textual elements of advertising materials that interact to convey complex concepts of digital-intelligent management. The author examines in detail aspects of the topic, such as the definition of the place and role of multimodal metaphor in the context of digital management, as well as its impact on shaping public perceptions of technological systems. Special attention is given to analyzing how elements of color scheme, sound accompaniment, and graphic images jointly create the metaphor of "the city as an intelligent organism," simplifying the understanding of complex technological processes and fostering a positive attitude toward digital management. The theoretical foundation of the research is based on works related to multimodal metaphor, critical discourse analysis, and cognitive linguistics. The main conclusions of the author is that the multimodal metaphor not only simplifies the understanding of complex technological processes of digital-intelligent management but also actively shapes specific associations and emotional responses in the audience, contributing to the positive perception of technological systems as living organisms. A significant contribution of the author to the study of the topic is a deep analysis of the synergistic interaction of various modalities (visual, auditory, textual) in creating a unified metaphor of "the city as an intelligent organism," as well as revealing the mechanisms of its influence on public consciousness. The novelty of the research lies in the application of theoretical approaches from critical discourse analysis and cognitive linguistics to the analysis of advertising discourses in the field of digital management, which allows for a deeper understanding of the role of multimodal metaphor in shaping public perceptions of technologies.