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多模态隐喻是继概念隐喻之后的又一次探索发展,以Forceville为主导的多模态隐喻研究取得了丰硕的成果。本文试图通过分析一则食品广告中的多模态隐喻,探讨广告中隐喻意义的构建。本文发现,食品广告多选用视觉和听觉模态进行隐喻意义构建,主要使用拟人的手法,配上动态的画面让观众快速理解并接受产品背后的隐喻,从而达到商业目的。
Multi-modal metaphor is another exploration and development after conceptual metaphor. The multi-modal metaphor dominated by Forceville has achieved fruitful results. This article attempts to explore the construction of metaphorical meanings in advertisements by analyzing multimodal metaphors in a food advertisement. This dissertation finds that food advertisements use visual and auditory modalities to construct metaphorical meanings, mainly using anthropomorphic techniques and dynamic images to enable the audience to quickly understand and accept the metaphors behind the products so as to achieve the commercial purpose.