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 Discourse ——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 modem science and technology and media technology develop rapidly, various non -verbal symbols are involved in the process of metaphor. Therefore, more and more scholars pay much attention to meta- phors in muhimodal discourses. The paper takes an example of a piece of advertisement called family to interpret the muhimodal metaphors, discovers the culture meaning and provides a new approach of studying metaphors in advertisement.