电视广告的多模态隐喻研究——以士力架广告为例

Study on Multi-modal Metaphor Based on Television Advertisements——Take Example of Snickers Commercial

隐喻是一种修辞方式也是一种认知方式,近年来以Forcevnle为代表的领军人物将一直局限于纯语言学领域的概念隐喻深入发展到多模态隐喻研究层面,开拓了隐喻研究的视野,意义深远。多模态隐喻的表现方式更丰富,信息量更大,给人的印象更直观与深刻。以食品"士力架"电视广告为例,多模态隐喻在广告中从语言文字模态、图像模态和声音模态等方面进行构建,聚焦源域中某些方面的特点,获得了理想的表现效果。

Metaphor is known as a figure of speech as well as a cognitive style. For recent years, some leading figures represented by Forcevnle have developed the conceptual metaphor that used to be limited in the field of pure linguistics into multi-modal level, broadening the outlook of metaphor study. Being of far-reaching significance, multi-metaphor is of richer manifestations, more information and more intuitive and profound impression. Taking the Snickers commercial as an example, multi- metaphor using in the advertisement is structured from language modal, image modality and sound mode and focuses on features in source domain that has achieved ideal results.