期刊论文

中文

长沙大学学报

1008-4681

2017

31

6

105-108

10.3969/j.issn.1008-4681.2017.06.024

湖南省教育厅改革项目,编号:156； 湖南省教育科学“十二五”规划课题,编号:XJK013ABJ001；

本校为第一机构

随着多媒体技术的迅猛发展,单一的语言媒介已不能满足人们交际和信息传播的需求,取而代之的是由语言、图像、声音等一系列模态所构成的复杂媒介。电视广告作为一种特殊的语言形式,使多种模态进行有机结合,再加上运用隐喻与转喻的表达,在给信息接受者带来感官刺激的同时也增强了信息传播的动态性与真实性。通过运用多模态隐喻和转喻理论,以德芙巧克力的一则广告——It’s not just dark为例,探讨隐喻和转喻在电视广告中的多模态呈现的用意。

With the rapid development of multimedia technology,a single language media cannot meet the needs in communication and dissemination of information,instead,a complicated media which is composed of languages,images,sounds and a series of other modes has taken the place. As a special kind of language,television advertising is an organic combination of a variety of modals,and its use of the expression of metaphor and metonymy not only brings about an excellent sensory stimulation to the information receiver,but also enhances the dynamism and authe...