隐喻
透视图(图形)
情态动词
上诉
广告
社会学
概念隐喻
语言学
心理学
计算机科学
政治学
人工智能
业务
哲学
化学
高分子化学
法学
作者
Guirong Kou,Yuan Liang
出处
期刊:Semiotica
[De Gruyter]
日期:2022-11-01
卷期号:2022 (249): 275-291
被引量:1
标识
DOI:10.1515/sem-2020-0117
摘要
Abstract Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions.
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