视频广告中多模态隐喻与转喻的研究——以一则泸州老窖广告为例
A Study on Multimodal Metaphors and Metonymies in Video Advertising—A Case Study of an Advertisement in Luzhou Laojiao
DOI: 10.12677/ml.2024.128746, PDF,    科研立项经费支持
作者: 胡艾敏：川北医学院外国语言文化系，四川 南充；李菲菲：四川外国语大学英语学院，重庆；李国宏：西华大学外国语学院，四川 成都
关键词: 多模态相似隐喻；多模态基本隐喻；多模态转喻；视频广告；泸州老窖；Multimodal Resemblance Metaphor； Multimodal Primary Metaphor； Multimodal Metonymy； Video Advertising； Luzhou Laojiao
摘要: 文章以多模态隐喻与转喻为视角，对泸州老窖的一则视频广告做出认知分析，旨在探究白酒视频广告的语篇意义及其正面形象的建构问题。语言学中多模态的研究成果应用在广告分析之中，有助于拓展概念隐喻的研究范围，揭示概念隐喻的思维本质，同时也对产品的广告设计和营销策略给出了有价值的语言学参考。
Abstract: From the perspective of multimodal metaphor and metonymy, this paper conducts a cognitive analysis of a video advertisement of Luzhou Laojiao, exploring the textual meaning of Baijiu video advertisement and the construction of its positive image. The application of multimodal research findings in advertising analysis helps to expand the research scope and reveal the essence of conceptual metaphors, thereby providing valuable linguistic references for product advertising design and marketing strategies.
文章引用：胡艾敏, 李菲菲, 李国宏. 视频广告中多模态隐喻与转喻的研究——以一则泸州老窖广告为例[J]. 现代语言学, 2024, 12(8): 740-749. https://doi.org/10.12677/ml.2024.128746

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