|
|
Modern Linguistics 2024
饮食文化助推四川白酒外宣广告的多模态隐喻策略研究
|
Abstract:
在多模态隐喻和转喻理论视阈下，文章对四川白酒(下称川酒)外宣平面广告和视频广告植入四川饮食文化这一主题提出建议，以期为川酒广告创作提供语言学研究新视角。将川菜和火锅等代表性的四川饮食文化元素融进川酒外宣广告，经过多模态隐喻和转喻的认知加工和解读后，有助于凸显川酒的口感特色，激发海外消费者对川酒的品尝欲，助力川酒品牌的高质量发展及川酒文化的国际化传播。
Within the framework of multimodal metaphor and metonymy, this paper puts forward suggestions on incorporating Sichuan food culture in the print and video ads of Baijiu produced in Sichuan (hereinafter referred to as Sichuan Baijiu) for international promotion, aiming to provide a new and linguistic perspective for the creation of Sichuan Baijiu advertisements for international promotion. The integration of representative food cultures, such as Sichuan cuisine and hot pot, into Sichuan Baijiu advertisements, through the cognitive processing and interpretation of multimodal metaphors and metonymies, does help highlight the flavor of Sichuan Baijiu, stimulate the taste desire of international consumers towards it, as well as assist in the high-quality development of Sichuan Baijiu brands and the international dissemination of its culture.
| [1] | 冯方剑, 赵金松, 刘茗铭, 唐维川, 黄婷. 中国白酒国际市场营销研究现状[J]. 酿酒, 2022, 49(2): 16-18. |
| [2] | Hidalgo-Downing, L. and Kraljevic, M.B. (2017) Metaphor and Persuasion in Commercial Advertising. In: Simpson, E. and Demjén, Z., Eds., The Routledge Handbook of Metaphor and Language, Routledge, 323-336. |
| [3] | Rossiter, J.R and Percy, L. (1987) Advertising and Promotion Management. McGraw-Hill. |
| [4] | Kövecses, Z. (2005) Metaphor in Culture: Universality and Variation. Cambridge University Press. https://doi.org/10.1017/cbo9780511614408 |
| [5] | Pérez Sobrino, P. (2017) Multimodal Metaphor and Metonymy in Advertising. John Benjamins. https://doi.org/10.1075/ftl.2 |
| [6] | Forceville, C. (2008a) Metaphors in Pictures and Multimodal Representations. In: Gibbs, R., Ed., Cambridge Handbook of Metaphor and Thought, Cambridge University Press, 462-482. https://doi.org/10.1017/cbo9780511816802.028 |
| [7] | Forceville, C. (2008b) Pictorial and Multimodal Metaphor in Commercials. In: Phillips, B.J. and McQuarrie, E.F., Eds., Go Figure: New Directions in Advertising Rhetoric, Sharpe, 178-204. |
| [8] | Lakoff, G. and Johnson, M. (1980) Metaphor We Live by. University of Chicago Press. |
| [9] | Negro, A.I. and Cortés de los Ríos, M.E. (2018) Meaning Construction in Print Beer Ads. A Journal of English and American Studies, 57, 101-119. https://doi.org/10.26754/ojs_misc/mj.20186324 |
| [10] | Grady, J. (1997) Theories Are Buildings Revisited. Cognitive Linguistics, 8, 267-290. https://doi.org/10.1515/cogl.1997.8.4.267 |
| [11] | Grady, J. (1997) Foundation of Meaning: Primary Metaphors and Primary Scenes. Ph.D. Thesis, University of California. |
| [12] | Pérez-Hernández, L. (2019) XL Burgers, Shiny Pizzas, and Ascending Drinks: Primary Metaphors and Conceptual Interaction in Fast Food Printed Advertising. Cognitive Linguistics, 30, 531-570. https://doi.org/10.1515/cog-2018-0014 |
| [13] | Tseng, M. (2017) Primary Metaphors and Multimodal Metaphors of Food: Examples from an Intercultural Food Design Event. Metaphor and Symbol, 32, 211-229. https://doi.org/10.1080/10926488.2017.1338027 |
| [14] | Forceville, C. and Urios-Aparisi, E. (2009) Multimodal Metaphor. Mouton de Gruyter. |
| [15] | Forceville, C. (2013) The Strategic Use of the Visual Mode in Advertising Metaphors. In: Djonov, E. and Sumin, Z., Eds., Critical Multimodal Studies of Popular Culture, Routledge, 55-70. |
| [16] | Forceville, C. (2009) Non-Verbal and Multimodal Metaphor in a Cognitivist Framework: Agendas for Research. In: Forceville, C. and Urios-Aparisi, E., Eds., Multimodal Metaphor, Mouton de Gruyter, 19-42. https://doi.org/10.1515/9783110215366.1.19 |
| [17] | Forceville, C. (2017) Visual and Multimodal Metaphor in Advertising: Cultural Perspectives. Styles of Communication, 2, 26-41. |
| [18] | Caballero, R. (2009) Cutting across the Senses: Imagery in Winespeak and Audiovisual Promotion. In: Forceville, C. and Urios-Aparisi, E., Eds., Multimodal Metaphor, Mouton, 73-94. https://doi.org/10.1515/9783110215366.2.73 |
| [19] | Caballero, R., Suárez-Toste, E. and Paradis, C. (2019) Representing Wine-Sensory Perceptions, Communication and Cultures. John Benjamins Publishing Company. https://doi.org/10.1075/celcr.21 |
| [20] | Sperber, D. (1984) Rethinking Symbolism. Cambridge University Press. |
| [21] | Bolognesi, M. and Strik Lievers, F. (2018) How Language and Image Construct Synaesthetic Metaphors in Print Advertising. Visual Communication, 19, 431-457. https://doi.org/10.1177/1470357218782001 |
| [22] | Yu, N. (2003) Synesthetic Metaphor: A Cognitive Perspective. Journal of Literary Semantics, 32, 19-34. |
| [23] | Sobczak, A. (2017) Multimodal Metaphor in TV Commercials of Four Polish Beer Brands. Nyolcadik Évfolyam Harmadik Szám, 3, 77-93. |
| [24] | 赖登燡. 中国十种香型白酒工艺特点、香味特征及品评要点的研究[J]. 酿酒, 2005, 32(6): 1-6. |
| [25] | 滕有德. 四川辣椒[J]. 辣椒杂志, 2004, 2(1): 6-9. |
| [26] | 国家标准起草工作组. 白酒感官品评术语[S]. 2015. http://pmo5e6ddc.pic35.websiteonline.cn/upload/33405-bzsm.pdf, 2023-08-18. |
| [27] | Caballero, R. (2007) Manner-of-Motion Verbs in Wine Description. Journal of Pragmatics, 39, 2095-2114. https://doi.org/10.1016/j.pragma.2007.07.005 |
| [28] | Urios-Aparisi E. (2009) Interaction of Multimodal Metaphor and Metonymy in TV Commercials: Four Case Studies. In: Forceville, C. and Urios-Aparisi, E., Eds., Multimodal Metaphor, Mouton de Gruyter, 95-117. https://doi.org/10.1515/9783110215366.2.95 |
| [29] | Lantolf, J.P. and Bobrova, L. (2012) Happiness Is Drinking Beer: A Cross‐Cultural Analysis of Multimodal Metaphors in American and Ukrainian Commercials. International Journal of Applied Linguistics, 22, 42-66. https://doi.org/10.1111/j.1473-4192.2011.00292.x |
