%0 Journal Article
%T 服装广告中的多模态隐喻解读——以播(Broadcast)为例<br>Interpretation of Multimodal Metaphors in Clothing Advertisements—A Case Study of Broadcast
%A 王佳
%A 黄乐平
%J Modern Linguistics
%P 26-33
%@ 2330-1716
%D 2021
%I Hans Publishing
%R 10.12677/ML.2021.91005
%X <div style=\"text-align:justify;\">
	<span style=\"font-size:14px;line-height:1.5;\">服装广告大多以宣传片的形式出现，展现企业文化内涵和自身形象的同时又具有明显的叙事性，蕴含着丰富的多模态元素。以多模态隐喻理论为框架分析服装广告中的意义表达，广告主要涉及三个问题：1) 服装宣传片中多模态隐喻的建立以及隐喻的表达过程；2) 服装广告中的模态是如何展现的；3) 国内服装广告中多模态隐喻的特点。通过分析发现在两则广告中主要涉及结构隐喻和事件结构隐喻；广告中模态的展现主要以视觉模态–图像为主，辅以文字模态和听觉模态；广告中不仅通过具体映射抽象还包括具体映射具体。<br />
Most of the clothing advertisements appear in the form of video films, which show the cultural connotation and self-image of the enterprise and contain rich multimodal elements, analyzing the meaning expression in clothing advertisement based on multimodal metaphor theory. Advertising mainly involves three issues: 1) the establishment and expression process of multimodal metaphors in clothing advertising films; 2) how to display the modes in clothing advertisements; 3) the characteristics of multimodal metaphors in domestic clothing advertisements. Through the analysis, it is found that the two advertisements mainly involve structural metaphor and event structural metaphor; the presentation of the mode in advertising is mainly visual mode, supplemented by written mode and sound mode; advertising is not only mapped through abstract from concrete, but also from concrete to concrete.</span> 
</div>
%K 服装广告，多模态隐喻，结构隐喻，事件结构隐喻<br>Clothing Advertising
%K Multimodal Metaphor
%K Structural Metaphor
%K Event Structure Metaphor
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=40261