摘要
士力架广告中的多模态隐喻,基于认知语言学的事件结构隐喻理论,从事因是外力,变化是运动,以及状态是位置三个角度被解读。据探究,电视广告中的隐喻意义是由图像模态,语言模态和声音模态共同配合来构建的,并为研究动态广告的事件结构隐喻意义提供了新的视角。
The multimodal metaphor in the advertisement of Snickers, based on the theory of the event-structure metaphor of cognitive linguistics, is interpreted from three perspectives including （1） Causes are forces （2） Changes are movements and （3） States are locations. It is found that the abstract metaphorical meaning in the advertisement is constructed with the cooperation of image mode, linguistic mode and acoustic mode and provides a new perspective for researching on dynamic advertisement metaphors.
作者
林晨鸣
LIN Chenming(School of Foreign Languages,Tongji Zhejiang College,Jiaxing,Zhejiang 314001)
出处
《武夷学院学报》
2018年第7期69-72,共4页
Journal of Wuyi University
关键词
事件结构隐喻
多模态
土力架
event-structure metaphor
multimodal
Snicker
