Pictorial Metaphor in Advertisements
Pictorial Metaphor in Advertisements
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广告中的图像隐喻
DOI：
10.1207/s15327868ms0901_1
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发表时间：
1994
期刊：
影响因子：
--
通讯作者：
C. Forceville
中科院分区：
文献类型：
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作者：
C. Forceville
隐喻的研究主要集中在它的语言变体上。然而，正如Lakoff和Johnson（1980）所声称的那样，“隐喻首先是一个思想问题，只是派生出一个语言问题”（第153页）。假设这一观点是正确的，本文对另一种类型的隐喻——意象隐喻的研究做出了探索性的贡献。参考Black（1962, 1979）的互动理论，广告中的几个图像隐喻被考虑到以下问题：隐喻的两个术语是什么？我们是如何知道的？这两个术语中哪一个是（“字面的”）a项，哪一个是（“比喻的”）b项？关于B到A的财产转移我们能说些什么呢？各种各样的背景因素有助于回答这些问题。试探性地细分为具有一个象形现在物项的隐喻和具有两个象形现在物项的隐喻。
Metaphor has been first and foremost studied in its verbal variants. As Lakoff and Johnson (1980) claimed, however, "metaphor is primarily a matter of thought and only derivatively a matter of language" (p. 153). Presuming this idea to be correct, this article makes an exploratory contribution to the study of a different type of metaphor, namely, pictorial metaphor. With reference to Black's (1962, 1979) interaction theory, several pictorial metaphors in advertisements are considered with the following questions in mind: What are the two terms of the metaphor and how do we know? Which of the two terms is the ("literal") A-term and which is the ("figurative") B-term? And what can be said about the transfer of properties from B to A? Contextual factors of various kinds help to answer these questions. A tentative subdivision is made into metaphors with one pictorially present term and metaphors with two pictorially present terms.