华为影视广告的视觉隐喻研究——以华为Mate 60系列为例  

Visual Metaphors in Huawei Television Advertisements——Taking Huawei Mate 60 Series as an Example

作　　者：胡子瑄 Hu Zixuan(School of Journalism and Communication,Beijing Language and Culture University,Beijing 100083)

机构地区：[1]北京语言大学新闻传播学院,北京100083

出　　处：《西部学刊》2025年第6期88-91,共4页Journal of Western

基　　金：北京语言大学研究生教育教学改革重点项目“产学研结合推动新闻传播专业研究生创新能力培养研究”(编号:2024YJGZD03)阶段性成果。

摘　　要：近年来,视觉隐喻这一修辞手法在广告领域的应用愈发广泛。视觉隐喻通过将抽象的概念转化为直观的视觉符号,增强了广告的传播效果,强化了消费者对产品的品牌文化认同。通过对华为Mate 60系列手机影视广告中的视觉元素进行文本分析,可将其分为自然物和人造物两大类,每一大类又细分几个领域。在以人物为喻体时,出现了年轻人、运动员、儿童、商务人士等形象,以此展现产品的消费者画像与产品的性能;在以动物为喻体时,多次出现了猫和狗等家养宠物,展现了品牌的亲和力并构建了人与动物和谐相处的品牌理念;在以自然环境为喻体时,更多地体现了自然物被人为赋予的象征意义;以人攀登高峰隐喻华为不畏艰险,致力于打造高精尖产品,走在时代前列的决心;在以人造物为喻体时,出现最多的是房子,体现了中国人注重家庭的观念,并以此隐喻华为关注家庭中人与人的关系连接。concepts into visualized symbols,thereby strengthening consumers’brand identification with products.After a textual analysis of the visual elements in the Huawei Mate 60 series phone advertising,this paper divides these elements into two major categories:natural objects and man-made objects,with each major category further subdivided into several fields.In the case of human metaphors,images of youth,athletes,children,and businessmen are used,which showcases the consumer profile and product performance;in the case of animal metaphors,domestic pets such as cats and dogs are often featured,which demonstrates the brand’s approachability,and establishes a brand philosophy of harmonious coexistence between humans and animals;in the case of natural environment metaphors,the symbolic meanings that humans attribute to natural objects are generally reflected:for example,a summit-ascending figure implies Huawei’s determination to brave challenges by committing itself to high-tech products and leading the way in the era;in the case of man-made object metaphors,houses are the most frequently seen,which embodies the Chinese emphasis on family values and metaphorically represents Huawei’s focus on the connections between family members.

关 键 词：影视广告 视觉隐喻 华为Mate 60系列 

分 类 号：G206[文化科学—传播学]