汽车广告设计的多模态隐喻与消费者定位

An Analysis of the Relation between Consumer Orientation and Multimodal Metaphor in Automobile Advertisements

Forceville的多模态隐喻认为只以语言符号为依据的概念隐喻是不全面的,其他交际媒介如声音、色彩、空间布局等也可以用来表达概念。作为具有强烈说服诉求的表达方式,广告运用图文、音频与视频打动消费者。文章拟从多模态隐喻的角度,以成功的汽车广告为例,结合马斯洛的需要层次理论,具体分析不同品牌汽车广告的受众目标差异,揭示汽车广告的内在动机和运作原理。

The theory of muhimodal metaphor put forward by Forceville suggests that studies of metaphor based only on linguistic signs are not comprehensive. In addition, other media such as voice, color and space layout can also express concept. As an expression of persuasion, advertisements make full use of pictures, audios and videos to arouse consumers＇ interest. Based on multimodal metaphor theory, taking automobile advertisements as examples, and referring to Maslow＇s hierarchy of needs theory, this paper analyzes the relationship between different automobile brands and their targeted consumers, trying to reveal the motivation and operating principle of automobile advertisements.