化妆品广告隐喻的多模态研究  

A Multimodal Approach to Metaphors in Cosmetics Advertising

作　　者：王文莲[1] 吴建伟[1] 

机构地区：[1]华东理工大学外语学院,上海200237

出　　处：《桂林师范高等专科学校学报》2014年第1期109-113,123,共6页Journal of Guilin Normal College

摘　　要：隐喻不仅存在于语言之中,而且存在于思想和行动之中,是人们的一种思维方式。隐喻的社会功能与广告的劝说目的相吻合,因此隐喻可以应用于广告语篇中。在化妆品广告语篇中,广告的文字以及图片的创意设计同样蕴含着隐喻,这些非语言隐喻对于概念隐喻的理解具有重要意义。概念隐喻不单单依赖于语言文字,也可以通过其他模态或多种模态的协同作用呈现。隐喻在实质上是概念的而不是语言的,对多模态隐喻的研究能更好地理解隐喻这一思维方式。Metaphor is pervasive not only in a language but also in thoughts and actions and it is a way of thinking. As its persuasive force coincides with that of advertising, metaphors can be applied to advertising. In the cosmetics advertising, metaphors occur not only in words but also in design and color of pictures. CMT can be manifested in verbal mode, pictorial mode or multi modes. They conclude that metaphor is a matter of concept which can be better understood with the study of non-verbal metaphors.

关 键 词：化妆品广告 认知 多模态隐喻 

分 类 号：H13[语言文字—汉语]