视觉语法视域下竖屏微电影广告的多模态隐喻构建——以华为广告《悟空》为例

Multimodal Metaphor Construction of Vertical Screen Microfilm Advertisements in the View of Visual Grammar——Take Huawei’s Advertisement Wukong as an example

以Kress和van Leeuwen视觉语法理论的三大后设功能为研究框架,结合多模态隐喻理论,分别从概念再现功能、人际互动功能、意义构成功能三个维度,以《悟空》为例进行多模态语篇分析。研究发现:在“手机”这一特定框架语境下,竖屏视频的特色体现在人际互动功能和意义构成功能,竖屏视频的拍摄距离体现人际距离,拍摄视角隐喻权力尊卑,成像特点突显信息价值,对于广告实现说服传播功能具有重要意义。未来竖屏广告要注重把握拍摄距离和拍摄角度构建隐性意义,继续强化用户沉浸式体验、扬长避短,进而更大程度发挥竖屏视频的传播效能。

The current short-screen video has become a trend.This study aims to make a multimodal discourse analysis on“Wukong”,which takes the three post-functions of Kress and van Leeuwen’s visual grammar theory as the research framework,and combines the multi-modal metaphor theory with three dimensions:concept reproduction function,interpersonal interaction function and meaning composition function.The research finds that in the context of mobile phones,the characteristics of vertical screen video are embodied in the functions of interpersonal interaction and meaning formation.The shooting distance of vertical screen video reflects the interpersonal distance,the shooting perspective is metaphorical of power and inferiority.The imaging features highlight the value of information,which plays an important role in advertising persuasion.In the future,vertical screen advertisements should focus on grasping the shooting distance and angle to construct the implicit meaning,continue to strengthen the user’s immersive experience,foster strengths and avoid weaknesses,and then give full play to the communication efficiency of vertical screen video to a greater extent.