| 摘要: |
| 目的 探究多模态隐喻在平面广告中的应用。 方法 以心理学、广告学、传播学等内容为基础，采用比较分析法、实证法、类比法对平面广告中的多模态隐喻类型及其表现方式进行分析。 结论 多模态隐喻能够充分利用视觉因素对受众的视觉冲击力，把抽象的概念通过意象形象化，从而为受众留下深刻的印象，使广告取得更好的宣传效果。 |
| 关键词: 平面广告 多模态 概念隐喻 |
| DOI： |
| 分类号:J511 |
| 基金项目: |
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| Multimodal Metaphor in Graphic Design |
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SONG Li-li
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Hezhou University, Hezhou 542800, China
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| Abstract: |
| It aims to probe the application of multimodal metaphor in graphic design. Based on psychology, advertising, communications and other content, combined with comparative analysis, empirical, analogy, it analyzes multimodal metaphor types and manifestations of print ads. Multimodal metaphor can take full advantage of the visual impact on the audience, to visualize abstract concepts through images， so as to impress the audience, to make it get better publicity. |
| Key words: print advertising multimodal metaphor |
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