中美多模态隐喻“快乐是喝啤酒”的表征方式比较

A Comparative Analysis of Representations of Chinese and American Multimodal Metaphor "Happiness Is Drinking Beer"

通过对比中美啤酒广告,发现虽然共享"快乐是喝啤酒"的概念隐喻,但两国文化中对快乐和友谊的理解却各有不同。在美国啤酒广告中,喝啤酒是社交的途径与核心,所以喝啤酒能带来快乐;而中国啤酒广告中,喝啤酒能结识新朋友,更是联系老朋友的纽带。美国啤酒广告中,男性才是饮酒的主体,而中国啤酒广告中体现了啤酒饮用上男女平等的社会地位。美国的啤酒广告中多出现普通男性工人阶层,而中国的啤酒广告多采用明星代言。对多模态隐喻的跨文化比较给我们打开了隐喻研究与跨文化对比的新视窗,极大地丰富了对隐喻特征的认识。

After a comparison of the Chinese and American beer advertisements,we can see that they share the concept 'Happiness is drinking beer',but have difference in the understanding of happiness and friendship.In America,drinking beer is the route and core of social intercourses,so it can bring happiness.In China,drinking beer can help to make new friends,and all the more important,it is a tie to get in touch with old friends.American advertisements show that male persons are subject in beer drinking and ordinary physical labourers mostly appear,but Chinese advertisements show the equal social position of the male and female and most of the mouthpieces are stars.The cross- cultural comparison of multimodal metaphor has opened a new window to our study and comparison and gready enriched our recognition to the characteristics of metaphors.