多模态隐喻和小说叙事在电视广告中的应用

Multimodal Metaphor and Fictional Narrative in TV Advertising

运用概念隐喻和概念整合理论,对比社会变化及连续性在不同时间、不同类型、不同文化广告中体现并重建意义。分析中西不同受众文化背景的电视广告实例,研究多模态隐、转喻,叙事三者之间的互动本质,以及故事情节对广告的激活作用。在研究多模态隐喻和小说叙事在广告话语中互动的基础上,呈现出不断变化的全球和本土广告策略。

The paper employs the Conceptual Metaphor Theory and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse across time, genres and cultures. The essence of the interaction among multimodal metaphor, multimodal metonymy and storytelling is addressed by analyzing three TV advertisements, and the activating impetus storylines give to TV advertise-ments is discussed. Finally, the global and local advertising strategies are presented based on the study of the in-teraction between multimodal metaphor and novel narrative in advertising discourse.