电视广告中的多模态隐喻研究——以黑人牙膏为例
A Study of Multimodal Metaphors in Television Advertisement—Take Darlie as an Example

DOI: 10.12677/ML.2019.73041, PP. 305-308

Keywords: 模态，隐喻，黑人牙膏
Mode, Metaphor, Darlie

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Abstract:

本研究基于认知语言学隐喻的相关理论，对黑人牙膏广告中的多模态隐喻进行分析，挖掘以下问题：1) 黑人牙膏广告中运用了哪些多模态隐喻？2) 广告中的多模态隐喻具体包含哪些不同的模态？3) 广告中的多模态隐喻具备哪些鲜明特点？
This research analyzes multimodal metaphors in the advertisements of Darlie, based on theories of metaphors in cognitive linguistics. This research includes these research questions: 1) Which multimodal metaphors are constructed in the advertisements of Darlie? 2) Which modes do these multimodal metaphors include? 3) Which distinctive characteristics do these advertisements possess?

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