广告语篇中多模态隐喻的意义建构——以央视公益广告Family为例

The Interpretation of Multimodal Metaphors in Advertisement——Based on a Public Service Advertisement Called Family

现代科技和传媒技术的发展促使多种非语言符号诸如图像、声音、颜色等参与隐喻的构建,因此,有关多模态语篇中的隐喻越来越受到学者们的关注。文章以公益广告Family为例解读广告语篇中多模态隐喻的意义建构,进一步揭示广告中的文化内涵,以期为研究广告中的隐喻提供新的研究路向。

As the modern science and technology and media technology develop quickly,various non-verbal symbols are involved in the process of metaphor.Therefore,more and more scholars pay much attention to metaphors in multimodal discourses.The paper takes an example of a piece of advertisement called Family to interpret the multimodal metaphors,discover the culture meaning and provide a new approach of studying metaphors in advertisement.