平面广告中的多模态隐喻初探

The Composition and Interpretation of Multimodal Metaphor in Advertisements

平面广告中的多模态隐喻是一种利用图像与语言文字的互动来传达隐喻意义的概念隐喻。本文参照Charles Forceville对视觉隐喻的分类,对平面广告中的多模态隐喻进行了系统划分,并结合实例探讨了其构成、识别及解读。广告设计者充分利用视觉因素对消费者的视觉冲击力,使抽象的产品诉求更加生动形象。在图像元素和文字的互动作用下,解读者进行了跨域映射解读。多模态隐喻易于改变消费者的认知环境,使广告取得更好的宣传效果。

On the interaction of picture and language,multimodal metaphor is a way of externalization of conceptual metaphor. It has been widely employed in advertisements. With reference to the categorization of visual metaphor proposed by Charles Forceville,this paper first makes a tentative categorization of the multimodal metaphors. It then makes elaborations concerning composition as well as interpretation of visual metaphors. Taking advantage of the visual impact on the interpreters,the ads designers mean to resort to visual metaphors for powerful appeals to the target readers. Triggered by the interactive function of visual elements and language,interpreters sense the maximum relevance and naturally draw metaphoric interpretations on cross domain mapping. Visual metaphor is prone to altering consumers’ cognitive context,hence enhancing the potential impact.