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多模态隐喻的概念由Forceville于20世纪90年代提出,近些年有关多模态隐喻的研究在国内外都得到了广泛的发展。本文试图将多模态隐喻运用到国内平面戒烟广告的系统性研究中,探索该类广告多模态隐喻的不同呈现方式,以及转喻在该类广告中的重要作用。通过本文研究发现,多模态隐喻广泛存在于戒烟公益广告的构建中,设计者根据不同的强调重点选取了不同的意象来表达立意,并利用图像、文字、色彩、空间等不同模态来吸引受众,以达到预期效果。希望通过本文所进行的研究以及对国内平面戒烟广告整体构建方式的系统性总结,为今后该类广告或其他公益广告的设计提供参考。
The concept of multimodal metaphor was proposed by Forceville in the 1990s. In recent years, the research on multimodal metaphor has been extensively developed at home and abroad. This paper attempts to apply multimodal metaphor to the systematic study of domestic flat smoking cessation advertising, explores the different presentation modes of multimodal metaphors and the important role of metonymy in such advertisements. Through this study, we find that multimodal metaphor exists widely in the construction of smoking cessation advertising. Designers choose different images according to different emphases to express their intention, and use different modalities such as image, text, color and space to attract Audience to achieve the desired results. It is hoped that through the research in this paper and the systematic summary of the overall construction of domestic flat smoking cessation advertising, it can provide references for the future design of such advertisements or other public service advertisements.