电视广告声音的多模态隐喻意义建构
作者单位:
同济大学外国语学院
中图分类号:
I207.35
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摘要:
随着隐喻研究的深入发展,人们逐渐意识到隐喻不仅仅是一种修辞格,更是一种认识事物、诠释世界的思维方式。声音是配合完成电视广告多模态隐喻的呈现的重要元素之一,对隐喻的动态构建发挥着重要作用。基于隐喻理论,并结合有关实例探析电视广告中声音的多模态隐喻意义构建及其作用具有重要意义。
Abstract:
With the development of the research on metaphor, people gradually realize that metaphor is not only a rhetorical device, but also a mode of thinking in understanding the substances and interpreting the world. Sound is one of the most important elements that help to realize the multimodal metaphor in TV ads, playing a significant role in establishing the dynamic metaphor. Based on metaphor theory, this paper, with some examples, aims at exploring the construction of metaphor meaning of the sound in TV ads and its function.
