商业广告中的视觉隐喻:有效还是失败?

N. Kravchenko, Oleksandr Yudenko
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引用次数: 0

摘要

本研究以现代多模态语用学研究方法为基础,着眼于多模态语用学研究的新方面,以视觉语法分析和最优创新假说为依据,以概念融合理论和关联理论为解释工具,结合合作原则,确定视觉隐喻的认知特征和语用特征之间的相关性。本文的目的是分析商业广告的视觉信息,并按照“隐喻的多义性和模糊性水平”、“相关解释语境的可获得性”、“最优创新性水平”的顺序应用标准来评价其成功/失败。论文得出了四个主要结论。第一。视觉隐喻蔑视一个或几个合作原则,从而引发话语含义。第二。根据视觉隐喻的隐含性和多义性的不同,格言嘲弄的结果可能是隐含的,也可能是明确的。如果隐喻含义的推断是广告信息的意图,但需要在缺乏相关语境的情况下过度努力地处理视觉信息,则隐喻解释的水平仍然是显性的。第三。视觉隐喻解释的“显性”和“隐含”水平与混合过程的不同阶段有关。构成隐喻意图的话语含意推理与混合阐述阶段重合;第四。根据熟悉度和创新性之间的平衡,视觉隐喻的组成部分可以根据对目标客户的“吸引力”进行排名-从最佳创新到纯粹创新的设备。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Visual metaphor in commercial ad: effectiveness or failure?
Based on the modern approaches to the study of multimodal pragmatics, this study focuses on its new facet, identifying the correlation between cognitive and pragmatic features of visual metaphor with reference to visual grammatical analysis and Optimal Innovation Hypothesis added by explanatory tools of the conceptual blending Theory and Relevance Theory along with cooperative principle. The purpose of the article is to analyze the visual message of commercial advertising while assessing its successfulness / failure in accordance with the sequentially applied criteria of “the level of metaphorical polysemanticity and ambiguity”, “the availability of the relevant context of interpretation”, “the level of optimal innovativeness”. The paper reached four principal results. First. The visual metaphor flouts one or few cooperatіve maxims, which triggers discursive implicature. Second. Depending on the level of implicitness and polysemanticity of the visual metaphor, the result of the maxim flouting can be both implicature and explicature. If the inference of the implicature is intended by an advertising message, but requires excessive efforts to process visual information in lack of relevant context, the level of the metaphor interpretation remains explicature. Third. “Explicature” and “implicature” levels of visual metaphor interpretation are associated with different stages of blending processes. Inference of discursive implicature, which constitutes the intended meaning of the metaphor, coincides with the stage of the blend elaboration; Fourth. Depending on the balance between the level of familiarity and innovativeness, the components of a visual metaphor can be ranked on the scale of “attractiveness” for the target client—from optimally innovative to pure innovative devices.
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