广告图文隐喻运作机制初探  

Preliminary Study on the Working Mechanisms of Metaphor in Advertisements

作　　者：曾立[1] 

机构地区：[1]株洲工学院外语系 湖南株洲412008

出　　处：《外语与外语教学》2004年第6期11-14,共4页Foreign Languages and Their Teaching

摘　　要：莱考夫等人认为隐喻并非仅仅是语言现象，思维本身的构建即具隐喻性质。广告图文隐喻为这一广泛认同的看法添加了又一注脚：隐喻的实现可藉语言之外的其他形式。本文对广告图文隐喻特别是其运作机制进行了初步探讨，分析了语义冲突、相似性、意象及双重影像在广告图文隐喻运作中的作用，揭示了其中蕴涵的隐喻共性与个性。本文的研究结论有助于加深对广告隐喻现象乃至广义的隐喻概念的本质认识。George Lakoff and others hold that metaphor isn't just a phenomenon of language and thought is itself structured metaphorically. This well-accepted hypothesis finds in verbal-visual metaphor in advertisements another demonstration that metaphor can be brought to realization by means more than language. This paper devotes an analysis to ad verbal-visual metaphor, with focus on its working mechanism. The roles the conflicts of meanings, similarity, imagery and double imagery assume in the working mechanism are explored, some metaphorical generalities and individualities expressed in the process are analyzed. The conclusion reached by the paper may help get a deeper understanding of the essence of metaphor in its broad sense as well as that in advertisements.

关 键 词：广告 图文隐喻 初探 

分 类 号：H319[语言文字—英语]