多模态隐喻视域下比亚迪新能源汽车视频广告分析  

Video Advertising Analysis of BYD New Energy Vehicles from the Perspective of Multi-Modal Metaphor

作　　者：潘梦柔 刘振婷 PAN Mengrou;LIU Zhenting(School of Literature and Journalism,North Minzu University,YinchuanNingxia,750021,China)

机构地区：[1]北方民族大学文学与新闻传播学院,宁夏银川750021

出　　处：《文化创新比较研究》2022年第35期37-40,共4页Comparative Study of Cultural Innovation

基　　金：北方民族大学资助课题(研究生创新项目)“多模态隐喻视域下比亚迪新能源汽车视频广告语篇研究”(课题编号:YCX22008)。

摘　　要：比亚迪新能源汽车视频广告运用多模态相互协调作用构建了一系列隐喻场景,不同的隐喻场景采用多种意向勾连源域和目标域,以此生成劝说性质的广告语篇。同步暗示和意外填充图示插槽是比亚迪新能源汽车视频广告的两种表征方式,它使得广告的隐喻场景得以被受众解构并还原成文本意义,实现劝说功能。The video advertisement of BYD new energy vehicle uses multi-modal interaction to construct a series of metaphorical scenes, and different metaphorical scenes use a variety of intentions to connect the source domain and target domain, so as to generate persuasive advertising discourse. Synchronous suggestion and accidental filling of graphic slot are two ways of representation of BYD new energy vehicle video advertisement, which enables the metaphorical scene of the advertisement to be deconstructed and restored to the text meaning by the audience to realize the persuasion function.

关 键 词：新能源汽车 广告语篇 多模态隐喻 劝说功能 

分 类 号：U46[机械工程—车辆工程]