| 程瑾涛.多模态隐喻视域下的创意平面广告创新性研究[J].包装工程,2018,39(24):93-97. |
| 多模态隐喻视域下的创意平面广告创新性研究 |
| Creativity of Printed Ads from the Perspective of Multimodal Metaphors |
| 投稿时间：2018-09-14 修订日期：2018-12-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.24.017 |
| 中文关键词: 多模态隐喻 平面广告 概念整合理论 创新性 |
| 英文关键词: multimodal metaphors printed ads conceptual integration theory creativity |
| 基金项目:北京市社会科学基金项目（17YYB011） |
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| 中文摘要: |
| 目的 探讨平面广告多模态隐喻的创新性机理。方法 以概念整合理论及Forceville的多模态隐喻理论为基础，采用比较分析法、实证法、类比法对广告中的多模态隐喻类型及创新机理进行分析。结论 从广告创意来讲，首先需要决定产品强调的特征，其次则是在产品的特征和源域之间创建相似性。这种相似性可能是潜在但预先存在的，但更多时候是创造的。选择的模态及源域和目标域的实现方式对于隐喻的成功至关重要。 |
| 英文摘要: |
| The work aims to explore the mechanism of creativity in printed ads from the perspective of multimodal metaphor. Based on conceptual integration theory and Forceville’s multimodal metaphor theory, the comparative analysis, empirical method and analogy were used to analyze the multimodal metaphor types and the mechanism of creativity in Printed ads. The study shows that, for the purpose of advertising creativity, the product features to be emphasized should be decided first, and then the similarity between product features and source domain is established. The similarity could potentially exist, but most often it is created. Besides, the selected modality and the type of mode and the mappings from source domain to target domain are crucial to the success of the metaphor. |
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