多模态隐喻视域下的英文商业广告研究

I1IntroductionResearchQuestionandHypothesesAsthecontinuousdevelopmentoftheculturalindustryhasimprovedpeople'saestheticability,thesinglepatterninformationdisseminationhasnotattractedsomuchattention.Theinterweavingofmultimodalinformationwillundoubtedlyalleviatethisembarrassingsituation.Multimodalityiscreatedbymorethanonesemioticmode，andthesesemioticmodescanbeimages,sounds,andverbalization.Therefore,thewayofconveyingmeaninghaschangedfrommonomodaltexttomultimodaltext,andmultimodaltsxthasbecomethemainstreamwayoftextconveyingmeaning.Fromtheperspectiveofcognitivelinguistics,metaphorisathinkingwayofhuman.Inmultimodaltexts,multimodalmetaphorhasbeenwidelyusedtoconveymeaning.Englishcommercialsaretypicalmultimodaltexts.Intheprocessofcommercialadvertisingtoconveyitsmeaning,peoplehaveunconsciouslymobilizedmetaphoricalthinking.Inordertomeetthemulti-facetedrequirementsofpeople'ssummaryinginformation,thetransmissionofinformationhasalsoevolvedfrommetaphoricalexpressiontomultimodalmetaphoricalexpression.Englishcommercialadvertisingisoneofthemostcommonrealizationsofmultimodalmetaphors.Asamultimodaldisplay,Englishcommercialadvertisingplaysavitalroleinproductmarketingthroughimagesandverbalcommunication.Forthepurposeofattractingcustomers,theyfullydemonstratethecharacteristicsoftheproductsandtheculturalconnotationofthebrand,effectivelyincreasingthesalesoftheproductsandtheprofitsofthesellers.Therefore,thequestionofresearchishowdoesmultimodalmetaphorappliedinEnglishcommercialsenhancetheadvertisingeffectanditsworkingmechanism.语病ThisresearchaimstoanalyzethetextualmeaninginEnglishcommercialsfromtheperspectiveofmultimodalmetaphorThisthesisproposesandaddressesthefollowingissues：语病1.HowmanymodalsofmultimodalmetaphorareusedintheselectedEnglishcommercialtext?Whatarethey?2.Whichmodesareincludedintheselectedtext?3..Howmultimodalmetaphorsembodythemeaningofadvertisinginselectedtexts？TheresearchhypothesisofthisthesisisMultimodalMetaphorformssuchasimages,colors,andverbalizationareusedinadvertisingtoachievetheobjectiveofeffectivecommunicationwithtargetaudience.Therefore,Englishcommercialadvertisementscanhavecognitivepersuasionandemotionalpersuasioneffectinconveyingintendedmessagesandattractingpurchaseprospects.ResearchPurposeandSignificanceLakoffandJohnson'scognitivelinguisticspointoutthatmetaphorisnotsimplyamatteroflanguage.Thatistosay,metaphorcanbeexpressednotonlybylanguage,butalsobystaticordynamicimages,sounds,pictures,colorsandsoon.Therefore,theapplicationandresearchofmetaphorhastransformedfrommonomodalitytomultimodality.Fromtheinfluenceabove,thepurposeofthisthesisistoprobewhethermultimodalmetaphorsareappliedinEnglishcommercials,andhowmultimodalmetaphorsareusedtorealizeadvertisingeffect.Ontheonehand，thesignificanceofthisstudyisthatitisconducivetobothcommercialadvertisersandaudiencesbecauseitprovidesadeeperexplanationforEnglishcommercials.Ontheotherhand,itisusefulforEnglishlearnerstostudymultimodalmetaphoricalexpressionsinEnglishcommercials.UnderstandingtheroleofmultimodalmetaphorsincommercialadvertisingcanhelpthemimprovetheirabilitytoappreciateEnglishadvertising.LayoutoftheThesisThisthesisconsistsoffivechapters.Thefirstchapterisasimpleintroduction,whichintroducestheresearchquestions,researchhypotheses,researchpurposeandsignificance,aswellasthestructureofthethesis.Thesecondchaptersummarizestherelatedliteratureonmultimodalmetaphorsandcommercialadvertisements.Itisdividedintothreeparts.Thischapterfirstintroducesdomesticandforeignresearchresultsonmetaphors,multimodalmetaphorsandcommercialadvertising.Finally,thecontentofthischapterissummarized.Thethirdchapteristhetheoreticalbasisofthethesis.Inthischapter,imagemetaphors,multimodalmetaphorsandcognitivelinguistictheories.Inaddition,thedefinition,characteristicsandfunctionsofmultimodalmetaphorareexpounded,andrelateddataanalysisislisted.Thefourthchapteristhemainpartofthisthesis.Themultiplerepresentationsofmulti-modalmetaphorsinadvertisementtextsbasedontenexamplesarefoundinthethischapter.Then,thisarticletriestoexploretheworkingmechanismofmulti-modalmetaphorincommercialadvertisementtext.Therefore,itanswersthetwopreviousquestions.Multimodalmetaphorsareexplainedthroughtenexamples.Chapter5istheconclusion.Theresearchresultsofthispaperaresummarized,andprospectsandsuggestionsforfutureresearchareputforward.2LiteratureReview2.1PreviousStudyofMultimodalMetaphoratHomeandAbroadLakoff&Johnson（1980）publishedMetaphorWeLiveByin1980,whichmarkstheofficialbeginningofthestudyofcognitivelinguisticmetaphorsystems,subvertingpeople'sunderstandingoftraditionalmetaphors.Theybroughtmetaphorresearchtonewfieldssuchasconceptualthinkingandcognitivefunction.Thegreatestcontributionoftheirworksliesinthepreliminaryconstructionofsystematictheoryandtheessenceofmetaphor,whichopenedupnewideasformetaphorresearch.Traditionalmetaphortheoryregardsmetaphorastherhetoricoflanguage,andLakoff&Johnsonpointsoutinthebookthatmetaphorisnotonlyarhetoric,butalsoawayofthinkingandacting.Theintroductionofconceptualmetaphorhasattractedmanycognitivelinguiststostudymetaphor.ManyscholarsrepresentedbyForceville(1996)believethattheconceptualmetaphorbasedonverbalsymbolsalonecannotexpressthefullmeaningofthings(2007).Becauselanguageisjustoneofmanycommunicativesymbols,othercommunicationmediaormeanssuchassound,lines,spatiallayout,etc.canalsobeusedtoconstructandexpressconcepts.Onthisbasis,Forcevilleproposeda"pictorialmetaphor"inhisbookMetaphorinAdvertising(1996).In2009,thecollectedpapersMultimodalMetaphoreditedbyForceville&EduardoUrios-Aparisiwerepublished.Thepaperspointedoutthatmetaphorisalwaysametaphorabouthumanbehavior,thenthemetaphorformulashouldbe"TheongoingAisongoingB",whichismoresuitableformetaphoricaldiscoursecommunicationcharacteristics.InCaballero’scollectedpapersImageryinwinespeakandaudiovisualpromotion,heusedanempiricalapproachtoanalyzealargenumberofalcoholadvertisementsandfoundthattheseadvertisementstransformedthesenseofsmellandtasteintoa"vocabulary"ofimageandlanguagesharing(2009).KressarguedthatmultimodalityusesseveraloracombinationofseveralsymbolicmodestoenhancetheexpressionofthesamemeaninginTheModesandMediaofContemporaryCommunication(2001).Tsengregardsmultimodalmetaphorsoffoodasacomplexmetaphorwhichconsistsofprimarymetaphorsthatbridgepotentialgapsbetweenculturesandareenrichedbypropositionschemas,culturalassumptions,andinterculturalconsiderationsinhisbookMetaphorandSymbol(2017).Domesticresearchonmultimodalmetaphorshasariseninthelastdecade.ZhaoXiufengmadeacomprehensiveintroductiontothemultimodalmetaphortheorywiththerelevantresultsinherbookMultimodalMetaphorResearch(2011).HouRuipanandZhaoXiufengsystematicallydividedtheprintadvertisementsandconcludedthat“themultimodalmetaphorofprintadvertisementsleftadeepimpressiononconsumerswithvisualimpact,whichmadetheadvertisementshaveagoodpublicityeffect.”(HouRuipan,ZhaoXiufeng,2010).ScholarFengDezhenganalyzestheconstructionofmetaphorfromthreeaspectsofreappearance,interactionandcompositionmeaningbasedonthemeta-languagefunctionalframeworkofvisualgrammar,whichprovidesanewperspectiveformultimodalmetaphortheoryresearch(2011).AccordingtoForceville'smultimodalmetaphortheory,XieJingxian（2011）exploredthereversibilityofthetwodomainsbetweenmultimodalmetaphorsaswellastherelationshipbetweentextualandnon-textual.Hepointedoutthatthetwodomainsofmultimodalmetaphorarereversible,andtextualtextsplaytwofunctionsinmultimodalmetaphors:thefinishingtouchandtheenhancedfunction.LvYanandGeLinglingregardsmultimodalmetaphorsin“ChinaDream”asadynamic,complexcognitiveprocess.Multimodalmetaphorsof“ChinaDream”inforeignaffairsonEnglishwebsitehavesuchcharacteristicsasmultimodality,cross-domain,anddynamicsinShanghaiJournalofTranslators(2017).ChenFenghuaandHuDongmei(2018)usedCiteSpacetoanalyzetheliteraturedataofdomesticandinternationaljournalsfor20years,andtosystematicallyinvestigatetheobjectivesituationofthestudyofmultimodalmetaphors.Itisfoundthatthenumberofdomesticpapersexceedsthatofinternationalpapersforsixconsecutiveyears,whichhighlightsthestrongdomesticresearchstrength.Thereareoverlapsbetweendomesticandinternationalresearchhotspots,buttheresearchfrontiersaresignificantlydifferent，duetothelackofacademiccooperationbetweendomesticandinternationalscholars.Thestudyfurthersuggeststhattheacademiashouldattachimportancetotheinterdisciplinaryperspectiveinfutureexploration,andatthesametime,deepencooperationtoachievewin-winsituation.2.2PreviousStudiesofEnglishCommercialAdvertisementsatHomeandAbroadWithdifferentaudience,advertisingcanbedividedintotelevisionadvertising,traveladvertising,publicserviceadvertisingandsoon.ThebookTheLanguageofAdvertisingwrittenbyVestergaard&Schroderin1991,putsforwardadvertisingascommercialadvertising,makingtheconceptofproductorserviceintoconsideration.Theirconcernsaremainlyonthewaytheadvertisinglanguagestrategiescomeintoplayandthelanguageforms.AnotherearlierstudyofEnglishadvertisingisLeech’sbookEnglishinAdvertisingwhichleftagoodfoundationforotherscholarstodoresearchesinEnglishadvertisements(1996).LeechsupposedEnglishadvertisingas“VarietyofEnglishdistinguishedbyuseinrelationtotheirsocialcontext”(1996).Hermerenbelievedthatadvertisinglanguagewasnotanisolatedphenomenon,butcouldtakeeffectonlyinsocialandculturalenvironmentinhisbookEnglishforSale-AStudyoftheLanguageofAdvertising(1999).InTanaka’sbookAPragmaticApproachtoAdvertisementsinBritainandJapan(1994),Sheattemptstoprovethereareverbalmetaphorsinadvertising.AndGuyCookgaveacomprehensivestudyofadvertisingdiscourseinhisDiscourseofAdvertising,byanalyzingtheprintedadvertisementsbasedontherelevancetheory;hediscussedhowtocommunicatebetweenadvertisersandconsumers,andthusmadesuccessinadvertisements(2001).InthearticleIndirectpersuasioninadvertising:howconsumersprocessmetaphorspresentedinpicturesandwordswrittenbyEdward.F.McQuarrie&Barbara.J.Philipsin2005,theauthorsstudiedtheindirectpersuasivestrategybyinvestigatinghowtheconsumersdealwithpictorialandverbalmetaphorinadvertisements,andtheresultprovesthatmetaphorappealtendstoconnecttheuniqueandpositiveimageoftheproductwiththeconsumer.ForcevilleCharles&EduardoUrios—Aparisi’sMultimodalMetaphoristherepresentativealsomilestoneinthisfield,whichincludesthelatestresearchachievement(2009).ZhaojingasthemostprominentChineserepresentativeinEnglishcommercialadvertisementsmadeadetailedanalysisofthecommercialadvertisingcharacteristicoflexicon,syntax,andrhetoricinherworkAdvertisingEnglish(1992).Sheputforwardsthelanguagerulesinadvertisingandemphasizesthecommercialvalue,researchvalueandappreciativevalueoftheadvertisinglanguage.Later，manyscholarsbegantostudyadvertisingEnglish.HuangGuowen’sworkTheoryandPracticeofDiscourseAnalysis:aStudyinAdvertisingDiscourse(2001)discussedadvertisementsaboutheadlines’languagefunction,narrationinadvertisementsandcode-switchingphenomenonbasedonfunctionalgrammar.InhisbookRhetoricandAdvertisingLanguage,NiBaoyuanalsostressesthepowerofrhetoricincommercials（2001）.Hesupposescommercialsaremainlycreatedbyrhetoricandhefocusesontheoptionsandapplicationofwordsandtermsinads.InZhangGuocai’sbookIllustratedAdvertisingCopyinEnglish(2008),hepointedoutthatadvertisinglanguagehasthecharacteristicsofcommercialcharacter,popularity,ambiguitytomediaandsociety.Aconclusioncanbedrawnthattherearesomescholarswhohaveconductedresearchesonmultimodalmetaphorinvariouskindsoftexts.Puanalyzesthemulti-modalmetaphorsinsixChineseandBritishMercedes-BenzcarTVadvertisements,andexploresthesimilaritiesanddifferencesinthechoiceofsourceandtargetdomains,andthegoodcharacteristicsmappedtocarsinAcademicExploration(2016).2.3SummaryAconclusioncanbedrawnthattherearesomescholarswhohaveconductedresearchesonmultimodalmetaphorinvariouskindsoftexts.Nonetheless,asanemblematictextofmultimodality,EnglishCommercialadvertisingtextswhichareanindispensablecomponentofglobaladvertising,havehardlyeverbeenstudiedbydintof

multimodalmetaphor.ThefollowingchapterswillmakethecomprehensiveanalysisofmultimodalmetaphorsinEnglishcommercialadvertisements.3TheoreticalFrameworkandMethodology3.1ConceptualMetaphorandPictorialMetaphorLakoff&JohnsonpointoutintheirbookMetaphorsWeLiveBythat“Theessenceofmetaphorisunderstandingandexperiencingonekindofthingintermsofanother”(1980).Itistheearliestdefinitionofconceptualmetaphor.Theybelievethatmetaphorisnotonlyalinguisticphenomenon,butalsoawayofthinkingandcognition.Toagreatextent,humanthinkingprocessismetaphorical.Humanconceptualsystemisconstructedanddefinedbymetaphor.Thedevelopmentoftheadvertisingindustryhasattractedlinguists'attentiontoimagemetaphors.Forexample,ForcevilletakessomeanalysisonpictorialmetaphorinadvertisingandputsforwardfourtypesofpictorialmetaphorsinhisbookPictorialMetaphorinAdvertising(1996).Basedoncognitivemetaphor,heproposedtheconceptofpictorialmetaphor.Inthedesignofadvertisements,imagesymbolsareoftenusedtoshowtheintentionofadvertisements.Designersputtwooriginallyunrelatedthingsinthesameplanespacetobringuniquevisualstimulationtotheaudience.Externalstimulusinputsucharefreshingnewcombinationintopeople'sbrainsandactivatethecorrespondingconcepts.Aftertheimagesymbolsisgivenacorrespondingmeaningsintheaudience'sbrains,theaudienceusesaclassofthingstounderstandabstractthings.Thiscognitiveprocessoftheaudienceispictorialmetaphor.3.2MultimodalMetaphor3.2.1DefinitionofMultimodalMetaphorOnthebasisofdefininganddistinguishing“modes”,Forcevillefurtherdistinguished“monomodalmetaphor”and“multimodalmetaphor”.“Monomodalmetaphorsasmetaphorswhosetargetandsourceareexclusivelyorpredominantlyrenderedinonemode”(Forceville,2009:23)Typicalmonomodalmetaphorincludeslinguisticmetaphor,imageorvisualmetaphor.Contrarytomonomodalmetaphor,“multimodalmetaphorsaremetaphorswhosetargetandsourceareeachrepresentedexclusivelyorpredominantlyindifferentmodes”(Forceville,2009:2).3.2.2CharacteristicsofMultimodalMetaphorThegoalofmultimodalmetaphoristofindtheregularfeaturesthataredifferentfromtheverbalmetaphorsoastoenrichtheconceptualmetaphortheory.Differentfromtheconceptualmetaphor,multimodalmetaphorhasitsownfeatures.BasedondistinctivefeaturesputforwardbyForcevilleandUrios-AparisiinthebookMultimodalMetaphors(2009),thesecharacteristicswhicharesummarizedintoZhaoXiufeng’sbookMultimodalMetaphorResearch(2011)areasfollow:MultimodalMetaphorisdynamicandnarrative.Non-linguisticmetaphorsconstructdynamic,concretesituationsthroughvisualforms.Non-linguisticsymbolsaredifferentfromstaticandabstractlinguisticforms.Theyrelyonahighdegreeofspatialanddynamiccomposition.Multimodalmetaphorscanbesetthroughvisualextensionsandcameraclipsrelatedtoacoherentevent,andthemeaningispresentednaturallyandclearly,likeastory.MultimodalMetaphorisvivid.Comparedwithpurelanguageexpression,theinfluenceofgraphicmodalitiesonthereaderismorevividandmoredirect.Multimodalmetaphorswill,inmostcases,havealistenerorlistener'semotionaleffect.Themeaningofmetaphorisnotdifficulttounderstand,becausevividpicturesandlanguagepatternscanstimulatedifferentsensesatthesametime.3.2.3WorkingMechanismofMultimodalMetaphorInmultimodalmetaphors,pictographiclanguagetoolsrepresentsourcemeaning.Therelationshipbetweenimagelanguagetoolsandsourcemeaningisusuallysymbolic,andsourcemeaningasathinkingtoolprovidesrecognitionofthemeaningofthetarget.Multimodalmetaphorisacognitiveprocess,andthetwofieldsarepresentedintwodifferentmodes.AsForcevillesuggests,“clearly,whichchannel(s)ofinformation(language,visuals,sound,andgestures,amongothers)arechosentoconveyametaphorisacentralfactorinhowametaphorisconstruedandinterpreted”(2007:15).Panther(2006:162)proposesthat“metaphorisbasedonaniconicrelationbetweensourcemeaningandtargetmeaning.Thesourcemeaninghassomeframeordomainstructurethatisiconicallyreplicatedinthetargetdomain”.3.3Methodology3.3.1ResearchMethodologyThemethodologyimplementedinthisthesisisqualitativeanalysisandexemplificationbasedonaself-builtclosedcorpus.Asthedataofanalysis,10world-classaward-winningEnglishcommercialadvertisementswillbeselectedasresearchtextstodotheanalysis.Inthechosenadvertisementtexts,theapplicationofmultimodalmetaphorwillbeanalyzed.Intheanalysisprocess,thefunctionsandworkingmechanismofmultimodalmetaphorsarethoroughlyprobedintheseadvertisingtexts.3.3.2DataCollectionAllthetenEnglishcommercialadvertisementsareselectedfromauthoritywebsites,suchas.AlltheseEnglishcommercialsarepostedallaroundtheworld.Threesignificantaspectsareusedtoselectallthesecommercials,includingthethemes,mediaandfeaturesofcommercialsduringwhichmultimodalmetaphorsmustbeemployed.EnglishcommercialsfromtheperspectiveofMultimodalMetaphorTheoryarestudiedinthisthesis.ChapterFourAnalysisofMultimodalMetaphorinEnglishCommercials过渡，铺垫4.1IdentificationofMultimodalMetaphorsinEnglishCommercialsExample1.SavlononHealthyHandsChalkSticksFigure4-1(/t/case-of-grand-prix-cannes-lions-2018)Accordingtocaseinvestigations,residentsofsmalltownsinIndiahavelowawarenessofhandhygiene.Mostchildrendonotwashtheirhandswithsoapbeforemeals,whichalsoaffectstheirattendanceandlearningprogressatschool.SoIndianfast-movingbrandSavlonlaunchedacleanser-filledchalkstick,whichcanbeusednormallyforwriting,butturnsintosoapwhenthepowdercomesincontactwithwater,allowingchildrentocleantheirhands.第二段加入模态解释，怎么多模态了，理论与例子融合ThisadisoneoftheserialPromosofSalvon'sHealthyHandsChalkSticks,whichconsistsofthreepictures,apatternandtext.Thethreepicturesareasfollow:achildwriteswithchalk,achildsmearsthechalkonthehandsandachildcleansthechalkonthehandswithwater.Thepatternontherightisaboxofchalk,withahandprintandlivingbacteriaprintedonthelid.Theboxcontainedcoloredchalkandwasprintedwithdeadredbacteria.Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.1:Table5.1:AnalysisofMultimodalMetaphorsinSalvon'sHealthyHandsChalkSticksAdvertisementModalsSourceDomainsTargetDomainsColorsBlackBlackBackgroundStudyenvironmentWriteWritehand&wordsClean,purityBlueBlueChalkSticksSafeRedRedbacteriaDanger,dieImagesOpeningboxArrivalofhealthbacteriaBacteriakilledbychalkThroughtable5.1,thisadapparentlyusedmultimodalmetaphor,includingcolormodal,pictorialmodal.Example2.BrandInstantCoffeeFigure4-2(/423872-lnstant-coffee-poster-template-vectors-03/)Thisproductcanwakeupsleepypeople.Theclassicadis“GOODDAYSSTARTWITHCOFFEE”.Theimagesofthisadareasfollow:abottleofcoffee,acupofbrewedcoffeeandasaucerofcoffeebeans.Thebrewedcoffeeblewwhitesmokeanddroppedthreecoffeebeans.Theletter"O"inInstantCoffeewasreplacedwithacoffeebean."RICHAROMA"wrotethearomaofinstantcoffee;"GOODDAYSSTARTWITHCOFFEE"wrotethatcoffeehastheeffectofgivingpeopleagoodmoodfortheday.Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.2:Table5.2:AnalysisofMultimodalMetaphorsinBrandInstantCoffeeAdvertisementModalsSourceDomainTargetDomainImagesWhitesmokeRicharoma“O”changeintocoffeebeanCoffeebeansareroundandplumpCoffeebeansthatfalloutofcoffeeStrongflavorwordsGOODDAYSSTARTWITHCOFFEEBrandInstantCoffeehasagoodeffectonrefreshingpeopleThroughtable5.2,themetaphoricalmeaningsinthisadvertisementcanberevealedfromseveralperspectives:images,words.Example3.SeeSoundFigure4-3(/t/case-of-grand-prix-cannes-lions-20190702)"SeeSound"istheworld'sfirstsmarthomeinteractionsystemdesignedforthehearingimpairedpeople.Itcanhelpthehearingimpairedpeopletoperceiveanddistinguishdifferentsoundsinhome,sothattheycanfreelyperceivetheirsurroundings.Thisadhasseparatedthepartsofseesound,whichareomnidirectionalmicrophone,soundcard,LEDlight,concavedesign,raspberryPiZeroW,plug.Beyondthegraybackground,clearpartsandglancedesignplusblackandwhitecharacters,thisadbringsasimplebutprominentfeeling.Thetopcopyoftheposterexplainsthestatusofthisproduct"TheworldsfirstsmarthomehearingsystemfortheDeafandhardofhearing."Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.3:Table5.3:AnalysisofMultimodalMetaphorsinSeeSoundAdvertisementModalsSourceDomainTargetDomainColorsRed,WhiteHighsimilarityImagesTwenty-fivelogopicturesLargeamountWordsGuys，WE’REFLATTEREDGenuineDescriptionThroughtable5.3,themetaphoricalmeaningscontainedinmultimodalmetaphorsinthisadcanberevealedfromtheseperspectives:images,colorsandwords.Example4.SnickersFigure4-4(/files/base/acbm/dmn/image/2015/05/960w/snickers_766965.jpg)Thisisasimplechocolatebarad.ThereisonlyoneSnickerschocolatepackageandthreesentences"OHDEER""ITSHARDTOSPELWHENYOURHUNGRY"and"IFYOUKEAPMAKINGTYPINGMISTAKESGRABYOURSELFASNIKKERS"inthepicture.Thebackgroundcoloroftheentireadisbrown,whichisexactlythesameaschocolate.Beyondabrownbackground,whitemakestextstandoutclearly.Snickers'packagingisalsobrownandwhiteasabackground,withboldbluetexttohighlightthebrand.Therearetwopeanutsinthesealofthepackage,likepeanutsfallingfromthechocolatebar.Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.4:Table5.4:AnalysisofMultimodalMetaphorsinSnickersAdvertisementModalsSourceDomainsTargetDomainsColorsBrownBrownBackgroundChocolateWriteWriteBackground&TextMilkBlueBlueBrandHighlightImagesPeanutsfallingfromthechocolatebarChocolatebarsarerichincalories.Words"IFYOUKEAPMAKINGTYPINGMISTAKESGRABYOURSELFASNIKKERSSnickerscanquicklyreplenishphysicalstrength.Example5KFCFigure4-5(/content/19/0703/09/51201662_846398066.shtml)Thisaddoesnotgivemanywords,onlyusestwenty-fiveKFC'scottagelogosandKFC'scorrectlogoandKFC'sridicule"Guys,WE’REFLATTERED"areattached.Apartfromtheinitialletter"K",thetwenty-fivecottagelogosusethetwenty-fivelettersfromAtoZ(exceptK)asthebeginning,plus"FC".Inaddition,KFC'soriginallogoisredonwhite.Thecottagelogoalsousesredandwhiteasthemaincolors,orredtextonwhitebackground,orredtextonwhite.KFC'soriginalridicule"Guys,WE’REFLATTERED",althoughexpressingtheastonishmentofKFCasagenuinecopybysomanycopycatshops,alsoillustratesKFC'shighpopularityandlargemarketshare.Theuseofsimilaralphabeticalsortingandcolorhasundoubtedlyplayedaroleinconfusingtheaudienceandconfusingcustomers.Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.5:Table5.5:AnalysisofMultimodalMetaphorsinKFCAdvertisementModalsSourceDomainTargetDomainColorsRed,WhiteHighsimilarityImagesTwenty-fivelogopicturesLargeamountWordsGuys，WE’REFLATTEREDGenuinedescriptionTable4.5showstheconstructionofmetaphoricalmeaningsincludedinmultimodalmetaphorsinthisad,whichcanberevealedfromseveralperspectives:images,colorsandwords.Example6.BudweiserBeerFigure4-6(/content/19/0703/09/51201662_846398066.shtml)ThisadincludestextualdescriptionsofBudweiserBeer,postersonBudweiser'ssportsvenue,andphotosofchampionathletescelebratingwithBudweiserbeer.Thetitleis"TheBeerBehindSports"andthesubtitleis"WEDON’TKNOWWHOWILLWINTHENEXTGAME.BUTWESUREKNOWHOWTHEYWILLCELEBRATE".ThepostershowsthepictureofBudweiserinthepastandthecrowd'ssupportforBudweiser.Thisadincludesamassofmultimodalmetaphorswhichcanbeillustratedbytable5.6:Table5.6:AnalysisofMultimodalMetaphorsinBudweiserBeerAdvertisementModalsSourceDomainTargetDomainColorsRedenthusiasmImagesthechampionandBudweiserBudweiseristhechampioninbeerWordsTheBeerBehindSportsBudweiserandchampioncoexistWEDON’TKNOWWHOWILLWINTHENEXTGAME.BUTWESUREKNOWHOWTHEYWILLCELEBRATEThroughtable5.6,theconstructionofthemetaphoricalmeaningsincludedinmultimodalmetaphorsinthethirdChinesepublicserviceadvertisementcanberevealedfromseveralperspectives:images,colorsandwords.Example7.WRIGLEY’SSPEARMINTPEPSINGUMFigure4-7(/photos/christine592/3586919963/)Thisadinparticularisoneofmostprobablywouldn'tseethesedays;ayoungboyshoutingathismotherforapennysohecanbuyapacketofgum.Andthiskidalso