从中西文化视角论视频广告中的多模态隐喻——以可口可乐视频广告为例

Multimodal Metaphor in Video Ads from the Perspective of Chinese and Western Culture——Based on Coca Cola Video Ads

以20则可口可乐中美视频广告为语料,以Forceville的多模态隐喻为理论基础,采用Lakoff&Johnson的双域框架,从中西文化视角探讨20则中美可口可乐视频广告中多模态隐喻表征方式的异同及原因。认为相似的多模态隐喻源自人类相似的身体体验,不同的隐喻表现方式则体现了中美不同的文化价值观。

This paper uses 20 Chinese and American Coca Cola video ads as the corpus. It explores the similarities and differences in the manifestation of multimodal metaphors in video ads from the perspective of cultural mode on the theoretical basis of Forceville＇s Multimodal Metaphor Theory and Lakoff ＆ Johnson＇s cross domain mapping framework. The same metaphors originate from the similar bodily experience of human beings. While the different manifestation of metaphors embody the different values in the two cultures.