TITLE:
A Study of Ecological Metaphors in the Winter Olympic Games’ Promotional Film “Countdown: Beginning of Spring”
AUTHORS:
Junfang Mu, Zihan Chen, Lixin Zhang, Jie Bai, Guang Yang
KEYWORDS:
Promotional Film “Countdown: Beginning of Spring”, Ecological Metaphor, Twenty-Four Solar Terms, National Ecological Image
JOURNAL NAME:
Open Access Library Journal,
Vol.10 No.2,
February
23,
2023
ABSTRACT: With the help of filmmaking techniques, promotional films use multiple modalities such as image, sound, color, composition and text, which can highlight the characteristics of the thing being promoted and help audiences understand its connotation. Based on the multimodal metaphor theory, the article analyzes the ecological metaphor of the opening ceremony promotional film of the Beijing 2022 Winter Olympic Games “Countdown: Beginning of Spring” and finds that the promo integrates the traditional Chinese culture of the twenty-four solar terms, the spirit of the Winter Olympics Games and ecological elements to express the positive natural ecological significance and social ecological significance, from this the promotional film constructing a harmonious national ecological image.