摘要
多模态隐喻理论是概念隐喻理论发展的新阶段。该文基于多模态隐喻理论,选取德芙巧克力广告为语料,分析各模态如何呈现多模态隐喻,从而归纳出其特征特点,并从广告设计者隐喻聚焦的意向性来分析源域的"多元性"。在施喻时,设计者应综合运用多种模态并根据产品的特点有意向地选择源域,以实现产品的正面诉求。
Muhimodal metaphor theory is a new stage of conceptual metaphor theory development. Based on this theory, taking a Dove chocolate advertisement as an example, this paper analyzes how different modes display multimodal metaphors and further concludes distinctive features of multimodal metaphors, and explores the diversity of source domains from the perspective of advertising designers＇ intentionality of metaphorical highlighting. In constructing metaphor, designers should use various modes and intentionally choose the source domain according to the unique features of products so as to achieve their positive appeal.
出处
《长春大学学报》
2015年第7期48-51,共4页
Journal of Changchun University
