|
|
Modern Linguistics 2024
视频广告中多模态隐喻的认知构建——以Kenzo World香水广告为例
|
Abstract:
多模态隐喻可以通过不同模态来表征不同域及其映射关系，这也赋予了多模态隐喻较单模态隐喻更为生动的特点，多模态隐喻通过调动更多感官来提升广告宣传和营销的效果。本研究在认知语言学的概念隐喻的基础上，对Kenzo香水广告短片进行案例分析，着重探讨了多模态隐喻在视频广告中的动态认知构建过程，分析各种模态的相互作用，反映其映射过程，揭露香水广告视频是如何运用多模态隐喻来达到吸引顾客、阐述理念和刺激消费的效果。
Multimodal metaphors can characterize different domains and their mapping relationships through different modalities, which also make multimodal metaphors more vivid than unimodal metaphors, and multimodal metaphors can achieve the effect of advertising and marketing by mobilizing more sensory experiences. This research conducts a case research of Kenzo perfume advertisement based on the conceptual metaphor of Cognitive Linguistics, focusing on the dynamic cognitive construction process of multimodal metaphor in video advertisements, analyzing the interactions of various modalities, and reacting to their mapping process. This research reveals how the perfume video advertisement uses multimodal metaphors to achieve the effect of attracting customers, elaborating ideas and stimulating consumption.
| [1] | 薛茗元. 微电影广告中多模态转喻和隐喻的认知构建——以香奈儿5号香水广告为例[J]. 开封教育学院学报, 2016, 36(10): 38-39. |
| [2] | 蓝纯, 蔡颖. 电视广告中多模态隐喻的认知语言学研究——以海飞丝广告为例[J]. 外语研究, 2013(5): 17-23. |
| [3] | Forcevile, C. and Urios-Aparisi, E. (2009) Non-Verbal and Multimodal Metaphor in a Cognitivist Framework. In: Forcevile, C. and Urios-Aparisi, E., Eds., Agendas for Research, De Gruyter Mouton, Berlin, 19-42. https://doi.org/10.1515/9783110215366.1.19 |
| [4] | 赵秀凤, 冯德正. 多模态隐转喻对中国形象的建构——以《经济学人》涉华政治漫画语篇为例[J]. 西安外国语大学学报, 2017, 25(2): 31-36. |
| [5] | 赵秀凤, 谢宜霏. 香水广告中女性形象的多模态隐喻建构[J]. 浙江外国语学院学报, 2020(5): 31-39. |
| [6] | Forceville, C. and Urios-Aparisi, E. (2009) Multimodal Metaphor. De Gruyter Mouton, Berlin. https://doi.org/10.1515/9783110215366 |
| [7] | 杨墨馨, 王丹. 商业广告中多模态隐喻的认知解读——以可口可乐广告为例[J]. 文教资料, 2018(18): 83-84 42. |
| [8] | 赵秀凤. 概念隐喻研究的新发展——多模态隐喻研究——兼评Forceville & Urios-Aparisi《多模态隐喻》[J]. 外语研究, 2011(1): 1-10 112. |
