Multimodal Metaphor in Chinese Cosmetic Branding: The Case of Florasis Lipstick Shades

Abstract

Drawing on Conceptual Metaphor Theory, Multimodal Metaphor Theory, and Visual Grammar, this study examines how verbal and visual modes collaboratively construct multimodal metaphors in Florasis lipstick advertisements. The data consist of ten promotional videos collected from Florasis’s official accounts. Through qualitative multimodal discourse analysis, this study identifies two major metaphor types: structural metaphors and ontological metaphors, which construct representations of femininity and Chinese aesthetics. The findings show that metaphorical meanings are reinforced through representational, interactive, and compositional meanings. More broadly, the study further reveals how Florasis transforms lipstick from a cosmetic product into a cultural symbol embedded with traditional Chinese aesthetics and emotional values, while also demonstrating the applicability of integrating Visual Grammar into multimodal metaphor analysis.