多模态隐喻的意义构建机制——以仰望汽车宣传片《以万为始，仰望不止》为例

Multimodal Metaphor and Its Meaning-Construction Mechanism—A Case Study of the Promotional Film Beyond Ten Thousand, Look Up Endlessly by YangWang

摘要: 本文基于多模态隐喻理论，以比亚迪仰望汽车品牌宣传片《以万为始，仰望不止》为语料，从文字、图像、声音三个模态对片中的多模态隐喻配置进行识别与分析。研究发现，三个模态在隐喻运作上呈现出明确的功能分化：文字模态负责概念锚定与认知框架的建立，图像模态将抽象概念转化为可感知的视觉空间秩序，声音模态则为跨模态运作提供情感底色。三种模态协同作用，将销量破万的商业事实重新编码为品牌高端化征程的起点。本文认为，多模态隐喻不仅是品牌形象建构的修辞资源，更是将商业命题嵌入文化叙事、为品牌定位提供深厚的意义根基的话语策略。这一策略为新能源汽车品牌的高端化形象建构提供了一种可参照的多模态话语路径。

Abstract: This study, grounded in multimodal metaphor theory, takes the promotional film Beyond Ten Thousand, Look Up Endlessly by YangWang, a high-end brand of BYD, as its corpus. It identifies and analyzes the multimodal metaphor configurations deployed across the verbal, visual, and auditory modalities. The findings reveal a clear functional division among the three modalities in metaphorical operation: the verbal modality undertakes conceptual anchoring and the establishment of a cognitive framework; the visual modality translates abstract concepts into a perceivable visual-spatial order; and the auditory modality provides an emotional undertone for cross-modal operation. Through the synergistic interplay of the three modalities, the commercial fact of surpassing ten thousand sales units is re-encoded as the starting point of the brand’s high-end journey. This paper argues that multimodal metaphor serves not only as a rhetorical resource for brand image construction, but also as a discursive strategy that embeds commercial propositions into cultural narratives, thereby providing a profound foundation of meaning for brand positioning. This strategy offers a referable multimodal discursive pathway for the high-end image construction of new energy vehicle brands.