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...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.展开更多
文摘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.
