服装广告中的多模态隐喻解读——以播(Broadcast)为例

Interpretation of Multimodal Metaphors in Clothing Advertisements—A Case Study of Broadcast

服装广告大多以宣传片的形式出现,展现企业文化内涵和自身形象的同时又具有明显的叙事性,蕴含着丰富的多模态元素。以多模态隐喻理论为框架分析服装广告中的意义表达,广告主要涉及三个问题:1) 服装宣传片中多模态隐喻的建立以及隐喻的表达过程;2) 服装广告中的模态是如何展现的;3) 国内服装广告中多模态隐喻的特点。通过分析发现在两则广告中主要涉及结构隐喻和事件结构隐喻;广告中模态的展现主要以视觉模态–图像为主,辅以文字模态和听觉模态;广告中不仅通过具体映射抽象还包括具体映射具体。

Most of the clothing advertisements appear in the form of video films, which show the cultural connotation and self-image of the enterprise and contain rich multimodal elements, analyzing the meaning expression in clothing advertisement based on multimodal metaphor theory. Advertising mainly involves three issues: 1) the establishment and expression process of multimodal metaphors in clothing advertising films;2) how to display the modes in clothing advertisements;3) the characteristics of multimodal metaphors in domestic clothing advertisements. Through the analysis, it is found that the two advertisements mainly involve structural metaphor and event structural metaphor;the presentation of the mode in advertising is mainly visual mode, supplemented by written mode and sound mode;advertising is not only mapped through abstract from concrete, but also from concrete to concrete.