汽车广告中多模态隐喻的意义建构  

Meaning Construction of Multimodal Metaphor in Car Advertisements

作　　者：苏日古嘎[1] 李泱[1] 李影雯 郎姝嫚 朱琳[1] 

机构地区：[1]对外经济贸易大学,北京100029

出　　处：《现代广告》2016年第12期12-20,共9页Modern Advertising

摘　　要：广告隐喻研究，一直以来备受国内外学者青睐。20世纪90年代末开始，以Charles Forceville为领军人物的一批学者潜心研究多模态隐喻，从只关注概念隐喻语言文字层面转向多模态表征，这标志着概念隐喻研究进入一个新阶段．回顾前人研究，针对汽车这一行业广告的研究并不多见。本文主要分析汽车广告多模态隐喻的源域与目标域特点；不同模态（图像与文字）的特点以及规约隐喻与新喻的关系。本文采取实证研究方法，基于具体广告做出分析总结，避免主观臆断．Metaphor analysis in advertisements have become prevalent among the researchers at home and abroad. Since the late [990s, linguistic scholars like Charles Forceville were bent on multimodal metaphor study. Apart from language level, they focused on multimodai meaning construction, which marked the conceptual metaphor theory has entered a new stage. To date, only a few studies have focused on advertisements in automobile industry. This study aimed to investigate the features of source domain and target domain in multimodal metaphors among car advertisements; the differences between pictorial modal and word modal, and the relationship between conventional metaphor and novel metaphor. Using quantitative approach, this study made analysis and reach conclusion based on examples to avoid subjective presupposition.

关 键 词：多模态隐喻 汽车广告 图像隐喻 

分 类 号：F713.8[经济管理—广告]