隐喻对动物权利广告语用效果的影响

Q2 Arts and Humanities

Research in Language Pub Date : 2020-12-30 DOI:10.18778/1731-7533.18.4.06

Ilze Oļehnoviča, Jeļena Tretjakova, Solveiga Liepa

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引用次数: 0

摘要

隐喻的表现形式多种多样，包括视觉隐喻，是一种极具表现力的交际手段。这就是为什么营销人员和广告商广泛使用视觉隐喻，从而成为语言学研究计划的主题对象。视觉隐喻的研究与概念隐喻的研究密切相关，因为图像所传递的目标信息来源于一个特定的源场，该源场用于隐喻表征。另一种在视觉表征中常用的隐喻是多模态隐喻。本研究主要是对动物权益保护广告中隐喻的运用进行研究。本研究的假设是，视觉隐喻呈现出强烈的内容，可以激活情感，有助于营销人员影响受众的愿望。

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Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements

Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.

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来源期刊

Research in Language Arts and Humanities-Language and Linguistics

CiteScore

0.40

自引率

0.00%

发文量

期刊介绍： Research in Language (RiL) is an international journal committed to publishing excellent studies in the area of linguistics and related disciplines focused on human communication. Language studies, as other scholarly disciplines, undergo two seemingly counteracting processes: the process of diversification of the field into narrow specialized domains and the process of convergence, strengthened by interdisciplinarity. It is the latter perspective that RiL editors invite for the journal, whose aim is to present language in its entirety, meshing traditional modular compartments, such as phonetics, phonology, morphology, syntax, semantics, and pragmatics, and offer a multidimensional perspective which exposes varied but relevant aspects of language, e.g. the cognitive, the psychological, the institutional aspect, as well as the social shaping of linguistic convention and creativity.