平面香水广告的多模态隐喻研究——以美版《Vouge》时尚杂志为例

A Study on the Multimodal Metaphors in Print Perfume Advertisements—As Case Study of Vouge (US Edition)

摘要: 本文以多模态隐喻理论为框架，选取了12组刊登于美版《Vogue》杂志的平面香水广告作为研究语料。研究聚焦于视觉与文字两种模态的协同作用，旨在探究香水广告如何构建多模态隐喻，从而将抽象的嗅觉体验转化为具体可感知的符号。研究发现，这些广告主要运用四类多模态隐喻：奢华质感、自然意象、极简纯粹和场景氛围。研究进一步指出，隐喻类型的选择与品牌梯度(高定、顶级、轻奢、大众)、香调类型以及性别叙事(女性气质、无性别)高度相关，不同定位的品牌在隐喻建构上各有侧重。最终，论文证实了多模态隐喻理论在香水广告分析中的适用性，并为广告创意与品牌传播提供了理论参考。

Abstract: This study adopts multimodal metaphor theory as its analytical framework and selects 12 groups of print perfume advertisements published in Vogue (US Edition) as the research corpus. Focusing on the synergistic mechanism between visual and verbal modalities, it aims to explore how perfume advertisements construct multimodal metaphors to transform abstract olfactory experiences into concrete perceivable symbols. The findings reveal that such advertisements mainly employ four types of multimodal metaphors: luxurious texture, natural imagery, minimalist purity, and situational atmosphere. It further indicates that the selection of metaphor types is highly correlated with brand hierarchy (haute parfumerie, premium, light luxury, mass-market), fragrance note types, and gender narrative (femininity, unisex identity), and brands with different positioning have respective emphases in metaphor construction. Finally, this paper verifies the applicability of multimodal metaphor theory to the analysis of perfume advertisements and provides theoretical references for advertising creativity and brand communication.