护肤品广告中女性美容实践隐喻构建的批评性分析  

A Critical Analysis of Metaphorical Construction of Feminine Beautification Practice in Skincare Product Advertising

作　　者：郑佳莲 李曙光[1] 

机构地区：[1]南京师范大学

出　　处：《外国语文研究（辑刊）》2023年第2期127-140,共14页

摘　　要：护肤品广告往往使用大量隐喻,对女性美容实践进行以资本获利为中心的话语构建,以期通过影响女性的审美判断实现营销目的。本研究选取国内外36个知名护肤品品牌生产商发布于淘宝平台的广告话语作为语料,并遵循MIPVU隐喻识别程序建立小型隐喻库。共鸣值占比显示,战争隐喻是护肤品广告中最具统摄性的隐喻类型,相关隐喻共鸣值占比高达71.35%。基于经典批评隐喻分析模型的研究发现,约95%的战争隐喻以“护肤产品”为目标域,并倾向于将其映射到具有个体能动性的士兵形象之上。然而在这一过程中,女性往往被降格化处理,即广告中常以肌肤状态指称并代替女性出现在美容实践的叙事中。战争隐喻的使用不仅与护肤品广告所采取的“问题—解决”模式相契合,同时进一步使广告中“护肤产品的缺失导致女性衰老”这一隐含逻辑得以合理化。Skincare product advertising uses metaphors extensively to construct the feminine beautification practice for achieving the profit-oriented control of female aesthetics.This study selects advertisements released by 36 skincare brands on the Taobao platform as research data and forms a metaphor corpus by following the MIPVU procedures.The distribution of the metaphor resonance shows that the war metaphor is dominant,accounting for 71.35%of the metaphorical expressions in the corpus.The analysis informed by the classic framework of Critical Metaphor Analysis reveals that nearly 95%of them take“the skincare product”as the target domain and the mapping into the soldier image endows the product with strong human agency.Meanwhile,women are often metonymically substituted by their skin conditions in the advertising narration of the feminine beautification practice,undergoing degradation in humanity.War metaphors fit well with the“Problem-Solution”pattern adopted in advertisements and contribute to rationalizing the underlying logic in this type of discourse:the lack of skincare products leads to female ageing.

关 键 词：护肤品广告 女性美容实践 隐喻构建 批评隐喻分析 

分 类 号：H15[语言文字—汉语] F713.8[经济管理—广告]