A multimodal cognitive critical analysis

Abstract

This paper makes a comparative study of recruitment advertisements between China and the United States from the perspective of Multimodal Cognitive Critical Analysis. Based on the analysis of metaphor and metonymy, the paper reveals the differences between them in contents, narrative strategies and combination of semiotic resources. In terms of contents, there are varying degrees of emphasis on military mission, income, values, and mental health. In terms of narrative strategies, China adopts a “parental” strategy, while the United States adopts a “corporate” strategy. As to the combination of semiotic resources, China and the United States have difference in their use of cartoons and posters, and adopt different shooting angles of posters. This study holds that military conscription is not only a political activity, but also a platform to construct positive image of Chinese soldiers and demonstrate the strength of China’s military forces. Therefore, it is necessary to constantly adjust the above factors according to the characteristics of the era and reading habits of the viewers.