视频广告中多模态的隐喻认知建构——以香奈儿可可小姐香水广告为例

Metaphor Cognitive Construction in Multimodal Video Commercials ——Taking Chanel Coco Mademoiselle as an Example

在认知语言学隐喻认知角度分析广告文本研究的基础上,本文加入了多模态的分析方法,认为图像、声音等模态的引入使从隐喻角度分析视频广告成为可能。文章通过对视频广告香奈儿可可小姐香水广告的多模态隐喻认知分析,证明了该分析方法是一种有效的了解动态文本认知建构过程的方法。

Cognitive metaphor has been used to analyze the printed advertisement. Based on that, multimodal metaphor might be used to analyze video commercials because of the introduction of picture modality, sound modality and so on so forth. This essay tries to prove that multimodality metaphor is an efficient method to know the process of cognitive construction in the dynamic discourse. The commercial of Chanel Coco Mademoiselle has been taken as an example to prove the way useful.