两个国际汉堡特许经营的隐喻分析

IF 0.3 0 LANGUAGE & LINGUISTICS
R. Silalahi, Magdalena Kartikasari Tandy Rerung
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引用次数: 0

摘要

汉堡王和麦当劳是全球最大的两家汉堡特许经营公司,其特点是拥有的餐厅数量。汉堡王和麦当劳的竞争可以从两家公司如何渗透全球市场看出。从广告的语境来看,两家公司一方面创新地、有说服力地发展消费者意识,另一方面又有削弱竞争对手的企图。本研究旨在分析两家公司在推广汉堡产品时使用的(多模式)隐喻。对图片广告的定性研究分几个阶段进行,包括社会、历史、文化背景的描述,视觉元素的识别,语言元素的识别,以及对这三个阶段的详细分析。分析显示了汉堡王和麦当劳之间的广告竞争。多模态隐喻分析综合表明,两家公司都使用视觉和语言元素来增加消费者对现有或未来产品的认识。两家公司都倾向于使用拟人化来建立企业形象和提供的产品以及将被推广的产品。这项研究仍有许多弱点。作者建议将分析重点放在语言因素和语言外因素上,如动作、图像和声音。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
METAPHOR ANALYSIS OF TWO INTERNATIONAL BURGER FRANCHISES
Burger King and McDonald's are the two largest burger franchises globally, characterized by the number of restaurants owned. Burger King and McDonald's competition can be seen from how the two companies penetrate the global market. From the advertising context, both companies innovatively and persuasively develop consumer awareness on the one hand, and on the other hand, there are attempts to weaken competitors. This research is directed to analyze the (multimodal) metaphor used by the two companies to promote burger products. Qualitative research on pictorial advertisements was carried out in stages through several phases, which included descriptions of social, historical, and cultural contexts, identification of visual elements, identification of verbal elements, and analysis that elaborated on the three phases. The analysis shows competition between Burger King's and McDonald's advertisements. Multimodal metaphor analysis comprehensively shows that both companies use visual and verbal elements to increase consumers' awareness of existing or future products. Both companies tend to use personification to build corporate identity and the products offered and will be promoted. This research still has many weaknesses. The author suggests that the analysis focus on linguistic elements and extra-linguistic elements, such as motion, images, and sounds.
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来源期刊
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50.00%
发文量
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