CAJ | 학술논문

随着隐喻研究的不断深入，人们发现隐喻的外化手段不仅仅局限于语码模态自身。本研究以广告叙述中的隐喻为关注对象，分析了广告叙述中的多模态隐喻类型和意义构建，指出多模态隐喻打破了传统隐喻显现手段的束缚，创造性地构建理解模型和语篇意义，使得广告诉求更直观更生动。
수착은유연구적불단심입，인문발현은유적외화수단불부부국한우어마모태자신。본연구이엄고서술중적은유위관주대상，분석료엄고서술중적다모태은유류형화의의구건，지출다모태은유타파료전통은유현현수단적속박，창조성지구건리해모형화어편의의，사득엄고소구경직관경생동。
As the metaphor studies develop,researchers believe that metaphor can occur in other modes than purely verbal messages or texts.Accordingly,this article makes a study on the metaphor modes in adver-tisement narrations,categorizes and analyzes the meaning construction of such metaphors. It concludes that multimodal metaphors offer a new insight into the construction of metaphor modes, meaning understanding and textual understanding,thus making advertisement more impressive.