多模态隐喻的劝说功能——以平面商业广告为例

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1、PersuasiveFunctionofMultimodalMetaphorInPrintedCommercialAdvertisementABSTRACTMetaphor,asawayofthinking，iswidelyusedinpeople’Sdailycommunications．Inprintedadvertisement，themetaphorrenderedexclusivelyorpredominantlyinverbalandpictorialmodesisonekindofmultimo

2、dalmetaphor．Ityieldsimplicitpersuasivenessbymotivatingtheaudiencetoidenti矽andinterpretitself．Fromcognitiveandpragmaticperspectives，thisstudytentativelyconstructsthepersuasionmodelofmetaphor．ItaimstoexplorethemultimodaIrepresentation，persuasiveprocess，aswell

3、astheconstrainingfunctionofcognition，emotionandculturalabsorptioninthepersuasivenessofmetaphor．TheresearchcorpusisselectedfromChineseandWesternofficialwebsitesofbigbrands，throughthefilterofmetaphoridentifyingmethods．Basedonthemappingrelationsofverbalandpict

4、orialmodesinconstitutingametaphor,themultimodalmetaphorisdividedintothreecategories：Cross-modal，Mono—modalandMultimodalmapping．ThefindingssuggestthatametaphorcanbeCO-realizedbyverbalandpictorialmodes，anditssourcedomainandtargetdomaincanbebothconcreteentitie

5、s．Intheadvertisementforconcreteproducts，thepictorialmodedirectlyormetonymicallyrepresentstheproductadvertisedorusuallythetargetdomainofmetaphor,anditssourcedomain；astotheadvertisementforabstractproducts，itmerelypresentsthesourcedomain；whereastheverbalmodeca

6、npresentsthesourceandthetargetseparately，orbothsimultaneously．Besides，undercontextualconstraints，cognitiveandemotionalfunctionsofmetaphorinteractwitheachothertoexertpersuasiveness，thatis，high-involvedcognitionbringsforthemotionalpreferences，whichinturnprodu

7、cerelevantevaluationsandattitudestowardstheproduct．Furthermore，thispaperdemonstratesbycontrastivestudiesthatalthoughthepersuasionofmultimodalmetaphorturntobeuniversaltosomeextent，itislargelyrootedinculturalknowledge1ikecontextuality,viewofnature，beliefsandc

8、ustoms．KEYWORDS：multimodalmetaphor；persuasivefunction；printedcommercialadvertisement多模态隐喻的劝说功能——以平面商业广告为例摘要隐喻作为一种思维方式普遍存在于人们的日常交际中，而平面广告里的隐喻通常以图像和文字模态共同呈现，是类多模态隐喻。它通过引导受众参与多模态隐喻的识解来达到隐性说服的目的。本文以认知语用为研究