动漫公益广告中多模态隐喻探析

Multimodal Metaphor in Animation Public Service Advertisement

多模态隐喻是多模态化时代的产物,多模态隐喻研究日渐兴起。本研究基于多模态隐喻的概念和优势,对一则动漫公益广告中的多模态隐喻进行分析,力图回答两个问题:(1)这则广告中存在哪些多模态隐喻?(2)这些多模态隐喻是如何通过不同的模态呈现的?研究发现,广告中的图像模态,语言模态和声音模态协同作用来完成多模态的呈现,由此实现更好地广告效果。

On the basis of the multimodal metaphor's concept and its advantages by Forceville, this paper conducts a study on the multimodal metaphor in a piece of animation public service advertisement. It attempts to answer two questions:(1)What multimodal metaphors are reflected in this piece of animation public service advertisement?(2) How are these multimodal metaphors reflected through different modals? It is found out that multimodal metaphors are reflected through language and, image and sound, so as to achieve a better effect of advertising.