摘要
文章以多家国际知名时尚杂志中的香水广告为语料,系统考察高频使用的多模态隐喻,批评分析隐喻所建构的女性形象及性别权力关系。研究发现,该类广告频繁使用四类隐喻,均高度突显女性的身体。“香水是女性”构成了贯穿该类广告的宏大隐喻,女性的身体被建构为一种“对象物”,甚至被直接异化为商品。多模态隐喻与社会文化“合谋”,以推销商品的形式,使女性不自觉地产生自我认同,强化男性霸权。对该类广告进行批评隐喻分析,有助于揭示享乐主义背后隐藏的性别歧视。
Taking perfume advertisements in internationally renowned fashion magazines as data,this study systematically examines the metaphorical features of those high frequency multimodal metaphors and critically analyzes the constructed female images together with the power relations.It finds that perfume advertisements frequently use four types of multimodal metaphors,all of which highlight female bodies.The metaphor“PERFUME IS WOMAN”is the recurring grand metaphor throughout female perfume advertisements.The female body is constructed as an“object”and even alienated as a commodity.Multimodal metaphors comply with the mainstream gender view in the form of commodity marketing,cementing gender identity and male hegemony.A critical metaphor analysis of perfume advertisements contributes to disclosing gender inequality behind hedonism.
作者
赵秀凤
谢宜霏
ZHAO Xiufeng;XIE Yifei(School of Foreign Languages,China University of Petroleum,Beijing 102249,China)
出处
《浙江外国语学院学报》
2020年第5期30-39,共10页
Journal of Zhejiang International Studies University
基金
国家社会科学基金重大项目“当代西方叙事学前沿理论的翻译与研究”(17ZDA281)。
关键词
多模态隐喻
性别隐喻
批评分析
女性形象
香水广告
multimodal metaphor
gender metaphor
critical analysis
female image
perfume advertisement
