视觉语法下新能源汽车视频广告的多模态隐喻分析——以一则奔驰汽车广告为例  

Multimodal Metaphor Analysis of New Ener-gy Vehicle Video Advertising from the Per-spective of Visual Grammar—Taking Mercedes Benz Advertising as an Example

作　　者：杨佳慧 

机构地区：[1]湖南大学外国语学院,湖南 长沙

出　　处：《现代语言学》2023年第11期5489-5494,共6页Modern Linguistics

摘　　要：隐喻在广告中的作用不可忽视,尤其是商业广告,通常是为了吸引消费者的目光,达到劝说目的。本文主要基于Feng和O’Halloran的多模态隐喻的视觉表达研究,分析了奔驰新能源系列汽车广告中产生的多模态和视觉隐喻。研究表明,广告中存在着陌生化隐喻“奔驰是自然界中的一部分”和本土化隐喻“选择奔驰车是选择保护大自然”两大隐喻,主要通过视觉叠加、文字视觉并置来实现。在解读隐喻的过程中,转喻和标记与价值时空错位导致的非典型象征过程也发挥了重要作用。The role of metaphor in advertising cannot be ignored, especially in commercial advertisements, which are usually aimed at attracting consumers’ attention and achieving persuasive purposes. This article is mainly based on the visual expression research of multimodal metaphors by Feng and O’Halloran, and analyzes the multimodal and visual metaphors generated in Mercedes Benz’s new energy series car advertisements. The research shows that there are two major metaphors in ad-vertisements, namely, the defamiliarization metaphor “Benz is a part of nature” and the domestica-tion metaphor “choosing a Benz is choosing to protect nature”, which are mainly realized through visual superposition and visual juxtaposition of words. In the process of interpreting metaphors, not only metonymy, but also the atypical symbolic process caused by the mismatch between markers and value in time and space play an important role.

关 键 词：多模态隐喻 视觉语法 汽车广告 

分 类 号：H31[语言文字—英语]