电视广告中事件结构的多模态隐喻意义探析——以士力架广告为例  

Research on Meaning of Event-Structural Multimodal Metaphor in TV Advertisements—— A Case Study of Snicker

作　　者：林晨鸣 LIN Chenming(School of Foreign Languages,Tongji Zhejiang College,Jiaxing,Zhejiang 314001)

机构地区：[1]同济大学浙江学院外语系,浙江嘉兴314001

出　　处：《武夷学院学报》2018年第7期69-72,共4页Journal of Wuyi University

摘　　要：士力架广告中的多模态隐喻,基于认知语言学的事件结构隐喻理论,从事因是外力,变化是运动,以及状态是位置三个角度被解读。据探究,电视广告中的隐喻意义是由图像模态,语言模态和声音模态共同配合来构建的,并为研究动态广告的事件结构隐喻意义提供了新的视角。The multimodal metaphor in the advertisement of Snickers, based on the theory of the event-structure metaphor of cognitive linguistics, is interpreted from three perspectives including （1） Causes are forces （2） Changes are movements and （3） States are locations. It is found that the abstract metaphorical meaning in the advertisement is constructed with the cooperation of image mode, linguistic mode and acoustic mode and provides a new perspective for researching on dynamic advertisement metaphors.

关 键 词：事件结构隐喻 多模态 土力架 

分 类 号：H0-05[语言文字—语言学]