长春大学学报（社会科学版）
長春大學學報（社會科學版）
장춘대학학보（사회과학판）
Journal of Changchun University
2015年
4期
48-51
,共4页
多模态隐喻%德芙巧克力%电视广告%多元性
多模態隱喻%德芙巧剋力%電視廣告%多元性
다모태은유%덕부교극력%전시엄고%다원성
multimodal metaphor%Dove chocolate%TV commercials%diversity
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.
多模態隱喻理論是概唸隱喻理論髮展的新階段. 該文基于多模態隱喻理論, 選取德芙巧剋力廣告為語料, 分析各模態如何呈現多模態隱喻, 從而歸納齣其特徵特點, 併從廣告設計者隱喻聚焦的意嚮性來分析源域的 "多元性". 在施喻時, 設計者應綜閤運用多種模態併根據產品的特點有意嚮地選擇源域, 以實現產品的正麵訴求.
다모태은유이론시개념은유이론발전적신계단. 해문기우다모태은유이론, 선취덕부교극력엄고위어료, 분석각모태여하정현다모태은유, 종이귀납출기특정특점, 병종엄고설계자은유취초적의향성래분석원역적 "다원성". 재시유시, 설계자응종합운용다충모태병근거산품적특점유의향지선택원역, 이실현산품적정면소구.
Multimodal 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 .
