Communications in Humanities Research ISSN: 2753-7072
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Research Article

Constructing Cultural Identity Through Multimodal Metaphors in Chayan Yuese’s Advertising: A Case Study on Chinese Social Media Platforms

Shuyi ZhangUniversity of Technology Sydney*

* Corresponding author: [email protected]

Abstract

Multimodal metaphors have progressively emerged as a focal topic in advertising scholarship, primarily because the interaction among linguistic, visual, and auditory modes does more than convey information; it actively deepens cultural resonance and stabilizes brand identity across sensory and symbolic levels. Anchored in cognitive metaphor theory as well as the analytical principles of visual grammar, the present study examines how Chayan Yuese’s advertisements on Xiaohongshu deploy multimodal metaphorical resources to construct cultural identity within the rapidly expanding market of China’s “new-style tea.” Through qualitative content analysis combined with AI-assisted video summarization (ViSMaP), and supplemented by quantitative evaluation using Excel and ANOVA techniques, the research investigates representational patterns alongside audience responses. Previous scholarship indicates that these metaphors often rely on color symbolism, calligraphic aesthetics, and nature-based imagery to evoke traditional Chinese values. In line with the research questions, it is anticipated that the advertisements intentionally embed culturally meaningful elements aligned with consumer cognition, ultimately reinforcing a hybrid identity that is simultaneously modern and rooted in tradition through sustained aesthetic and symbolic integration.

Keywords: Multimodal Metaphor; Cultural Identity; Chinese New-Style Tea Beverage; Social Media Communication
Published: December 4, 2025
DOI: 10.54254/2753-7064/2025.NS30212
Volume: CHR Vol.98
pp. 257-264
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