论微电影广告中多模态隐喻的建构——以益达口香糖酸甜苦辣系列广告为例  

Multimodal metaphors in micro-film advertising: The sour, sweet, bitter and hot series of extra

作　　者：黄洁[1] 何芬 Huang Jie;He Fen

机构地区：[1]华中科技大学外国语学院

出　　处：《西安外国语大学学报》2019年第2期32-36,共5页Journal of Xi’an International Studies University

基　　金：2016年国家社科基金一般项目“语义类型学视角下的英汉方位词空间语义认知研究”(项目编号:16BYY192)的阶段性研究成果

摘　　要：微电影广告是一种新兴的广告形式,具有叙事性、精炼性、模态多样性等特征。本文以Lakoff&Johnson(1980)的概念隐喻以及Forceville&Urios-Aparisi(2009)的多模态隐喻为理论基础,结合语类特征,对益达口香糖酸甜苦辣系列微电影广告中多模态隐喻的建构进行分析。研究发现:1)益达酸甜苦辣系列广告涉及三种概念隐喻:味觉隐喻、事件隐喻和实体隐喻,例如:心情是味道,爱情是旅行,爱是益达;2)广告中多模态隐喻的建构既涉及图像、口头符号、书面符号、音乐等多种模态的互动,还涉及隐喻和转喻的互动、隐喻的平行式互动和上下式互动等多种隐喻和转喻互动模式;3)通过声音、图像等表征的多模态隐喻和以语言为主的单模态隐喻有同有异。二者都涉及相同的概念隐喻,这说明概念隐喻具有跨模态普遍性。二者的差异性主要体现在概念隐喻的呈现方式,同时表明多模态隐喻具有动态性和综合性。Micro-film advertising is a new form of advertising with simple plots and various modalities. In this paper, we analyze multimodal metaphors in the Sour, Sweet, Bitter and Hot series of Extra gum micro-film commercials, on the basis of Lakoff & Johnson(1980)’s Conceptual Metaphor Theory and Forceville & Urios-Aparisi(2009)’s Multimodal Metaphor. It is concluded that 1) there are taste metaphors, event metaphors and entity metaphors in this series of commercials, such as FEELING IS TASTE, LOVE IS A JOURNEY, and LOVE IS EXTRA;2) the interplay of various modalities, such as images, spoken and written signs and music, and the interaction between metaphors and metonymies and that between metaphors at different levels contribute to metaphorical conceptualizations;and 3) there are both similarities and discrepancies between multimodal metaphors and verbal metaphors. The conceptual metaphors manifested in multimodal advertising as well as in language indicate the cross-modal universality of conceptual metaphors. The difference between multimodal and verbal metaphors lies in the fact that the former is dynamic and comprehensive.

关 键 词：多模态 味觉隐喻 概念转喻 微电影广告 

分 类 号：H030[语言文字—语言学]