Multimodal Metaphor and Metonymy in Advertising
Multimodal Metaphor and Metonymy in Advertising
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广告中的多模态隐喻和转喻
DOI：
10.1075/ftl.2
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
P. Sobrino
中科院分区：
文献类型：
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作者：
P. Sobrino
隐喻和换喻对我们很有吸引力，因为它们以独特但仍然可识别的方式唤起心理图像。每个人都有潜在的形象思维，它渗透在我们日常的社会交往中。特别是，广告提供了无数的机会来探索人们通过隐喻和换喻进行创造性思维的方式。对210个真实印刷广告语料库的深入分析表明，多模态隐喻、转喻及其相互作用模式在广告活动中发挥着核心作用。这本书是第一个深入的研究专著，汇集定性和定量的证据，隐喻-转喻组合在真实的多模态话语。它结合了详细的案例研究分析，基于语料库的分析和心理语言学调查，为读者提供了一个棱镜的方法来探讨多模态广告中的比喻语言。除了对多模态比喻语言领域的理论贡献外，这本专著还因其对广告和创意信息对消费者的交际影响的关注而具有广泛的实际应用。这本书将为进一步的定性和定量研究铺平道路，这些研究涉及比喻语言塑造多模态话语的方式，以及它如何与我们的日常创造性思维相关联。
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.