图像和文字是多模态文本中最常见的两种模态,二者的地位和关系随着科技发展和信息交流方式的演进在不断变化。改编自犹太民间故事的绘本Something from Nothing运用页面布局、图画设计和文字编排等策略,将图文结构和叙事主题充分融合,...图像和文字是多模态文本中最常见的两种模态,二者的地位和关系随着科技发展和信息交流方式的演进在不断变化。改编自犹太民间故事的绘本Something from Nothing运用页面布局、图画设计和文字编排等策略,将图文结构和叙事主题充分融合,成功表现了故事主题。作者用外部边框、封面图文位置设计、纵向三联结构、纵向二联结构及纵向四联结构表达文字以及掌握文字运用能力的Joseph是犹太文化传承主体的叙事主题。绘本图画的多层次叠放、表征不同世界图画的摆放位置、图画间元素上的重合和关联以及怀旧的暖色调传递叙事中的“恒久”和“传承”主题。绘本语言部分运用修辞手段、特殊书写形式和排版方式等隐喻符号,传递稳定安全、代际延续、文化传承等主题意义。绘本图文通过“成分粘合”及元素意义吻合和双关融合为连贯整体,表达了对犹太文化传承的愿望和信心,同时也映证了文字模态的强大功能和不可动摇的地位。展开更多
Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three be...Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three behavioral experiments, aims to identify how verbal anchoring(literal anchoring, metaphor anchoring and unrelated anchoring) influences the processing of pictorial metaphors in advertising, by observing the cognitive and affective indicators, advertising comprehension and advertising likeability. The results showed 1) that metaphors in pictorial modality were recognized more quickly than those in verbal modality, 2) that verbal anchoring facilitated participants ’ comprehending and appreciating of pictorial metaphors and 3) that literally-anchored metaphors with a moderate level of novelty yielded the most favorable cognitive responses. The study not only enriches the existing theoretical framework of multimodal metaphors in advertising, but also proposes an optimal match between pictorial metaphors and verbal elements, for advertisers and manufacturers to design effective multimodal advertisements.展开更多
文摘图像和文字是多模态文本中最常见的两种模态,二者的地位和关系随着科技发展和信息交流方式的演进在不断变化。改编自犹太民间故事的绘本Something from Nothing运用页面布局、图画设计和文字编排等策略,将图文结构和叙事主题充分融合,成功表现了故事主题。作者用外部边框、封面图文位置设计、纵向三联结构、纵向二联结构及纵向四联结构表达文字以及掌握文字运用能力的Joseph是犹太文化传承主体的叙事主题。绘本图画的多层次叠放、表征不同世界图画的摆放位置、图画间元素上的重合和关联以及怀旧的暖色调传递叙事中的“恒久”和“传承”主题。绘本语言部分运用修辞手段、特殊书写形式和排版方式等隐喻符号,传递稳定安全、代际延续、文化传承等主题意义。绘本图文通过“成分粘合”及元素意义吻合和双关融合为连贯整体,表达了对犹太文化传承的愿望和信心,同时也映证了文字模态的强大功能和不可动摇的地位。
基金supported by the National Social Science Foundation of China (Grant No. 19BYY088)。
文摘Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three behavioral experiments, aims to identify how verbal anchoring(literal anchoring, metaphor anchoring and unrelated anchoring) influences the processing of pictorial metaphors in advertising, by observing the cognitive and affective indicators, advertising comprehension and advertising likeability. The results showed 1) that metaphors in pictorial modality were recognized more quickly than those in verbal modality, 2) that verbal anchoring facilitated participants ’ comprehending and appreciating of pictorial metaphors and 3) that literally-anchored metaphors with a moderate level of novelty yielded the most favorable cognitive responses. The study not only enriches the existing theoretical framework of multimodal metaphors in advertising, but also proposes an optimal match between pictorial metaphors and verbal elements, for advertisers and manufacturers to design effective multimodal advertisements.
