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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。
Multi-modal metaphor in print ads is a conceptual metaphor that uses the interaction of images and language to convey metaphorical meanings. Based on the classification of visual metaphors by Charles Forceville, this dissertation systematically classifies multimodal metaphors in print ads, and discusses its composition, recognition and interpretation with examples. Advertisers take full advantage of the visual impact of visual factors on consumers, making abstract product appeal more vivid. In the interaction of image element and text, the interpreter carries out cross-domain mapping interpretation. Multi-modal metaphor is easy to change the cognitive environment of consumers, so that ads get better publicity.