从关联理论视角看平面广告中的多模态隐喻

The interpretation of multimodal metaphor in advertisements from the perspective of Relevance Theory

平面广告是图像和文字两种视觉符号相结合的一种多模态语篇,依赖于图像、文字等静态手段,诉诸读者的感知能力隐喻性地传达广告意图。关联原则在广告的多模态隐喻的解读过程中发挥着至关重要的作用,那就是广告通过图像、文字以多模态隐喻的形式呈现,寻求广告信息和读者认知的最佳关联,促使读者自发寻求多模态隐喻的最佳解释,从而理解广告意图。

The printed advertisement is a muhimodal discourse on the interaction of picture and word. It often metaphorically conveys advertising intent to the readers by using these two visual symbols. Relevance theory plays an important role in the process of interpreta- tion of multimodal metaphor. With reference to the categorization of visual metaphor proposed by Charles Forceville, this paper makes e- laborations concerning interpretation of the use and purpose of multimodal metaphors in advertisements from the perspective of relevance theory.