| Based on CMT and multimodal metaphor approach, this thesis reports a comparative study of multimodal metaphors in Chinese and American beer advertisements( “ads†for short in the later whole paper) so as to find out the dynamic constructing mechanism of multimodal metaphors, the similarities and differences of multimodal metaphors in Chinese and American beer ads and the underlying mechanisms.According to Yu’s DAMCA, the dynamic constructing mechanism of multimodal metaphor is embodied at the semantic level and the structure level. At the semantic level, multiple modes in beer ads form a dynamic cooperation in meanings so as to help with the generation of mapping relations; At the structure level, according to the Great Chain Metaphor system and the Event Structure Metaphor system proposed by K?vecses(2010), a complex multimodal metaphor can be decomposed on the basis of the primary metaphor. By a comparative research, it is found that, multimodal metaphors in Chinese and American beer ads share two aspects of similarities and differ in six aspects. The following are two similarities:(1) The target domains in the multimodal metaphors of both Chinese and American beer ads are mainly cued by visual modes and rarely cued by sound modes;(2) The source domains are mainly cued by visual and verbal modes. The six different aspects are summarized as:(1) Chinese beer ads tend to employ more verbal mode metaphors;(2) American beer ads tend to use more sound mode metaphors;(3)Chinese beer ads apply more multimodal metaphors than American beer ads;(4) The source domains in the multimodal metaphors of American beer ads often come before the target domains;(5) The multimodal metaphors in American beer ads prefers to use BEER IS A LIVING ORGANISM, compared with BEER IS AN ENTITY in Chinese beer ads, as the dominant primary metaphor to realize the complex multimodal metaphor;(6) The cultural divergences reflected in these two kinds of beer ads are attributed to the differences of their respective cultural backgrounds. As for the facts underlying the similarities and differences of multimodal metaphors in Chinese and American beer ads, briefly, the similarities are caused by the intentions of the advertisers and the demands of the consumers; the differences are caused by the variant emphasis on content and form in Chinese and American beer ads. In content, Chinese beer ads focus on introduction of features and functions of the products and American beer ads put more emphasis on promotion and building of the brands. In form, as far as Chinese customers are concerned, the exotic style of American beer ads may generate a sense of cultural distance, which, to some degree, will give rise to the feeling of creatively visual enjoyment. |
