| Today's society is an era of information explosion.The way in which audiences receive information is diversified.The way people communicate with each other is not limited to traditional language.Images,colors and unconventional changes in words are all social.The indispensable auxiliary tool,the effect of rendering the emotional expression of the emotion is even far beyond the scope of expression of the traditional language.The spread of information has entered an era of multiple modalities combined in parallel.The core appeal of TV wine advertising is to trigger consumer behavior through product display.The effectiveness of product information transmission in product display becomes the key to the success of consumer behavior.The audience's fixed impression of the product is largely not objective and true,but the rhetoric illusion generated by the combination of the audience's self-cognitive experience and the merchant's product display.The closer the information output by the merchant is to the cognitive style and cultural background of the audience,the easier it is for the audience to connect the new information with the existing old cognitive experience,and the easier it is to accept the product,forming a new cognition-constructing The rhetoric of the product.Therefore,in order to better construct the rhetoric illusion,the TV wine advertisement expression uses a combination of multiple modal expressions,and strives to maximize the appearance of the product in a prime time of just ten seconds.The position of the product in the minds of consumers,to obtain better sales.In view of this,this paper proposes a multi-modal approach to analyze the construction of rhetoric illusion,in order to more comprehensively analyze the construction characteristics of alcohol advertising,and summarize the rhetoric illusion formed by alcohol advertising.The author collected the excellent alcohol advertisements broadcast on TV in the past ten years,and analyzed the multimodal methods used in the two categories: language mode and visual mode.The article is divided into five parts:The introduction part mainly analyzes the application of multimodal discourse analysis theory and rhetoric illusion theory in the field of advertising.It is found that both have achieved certain research results in advertising analysis,but the construction of rhetoric illusion depends to some extent.The various modes of the advertisement cooperate with each other.Therefore,this paper starts with multi-modality and analyzes the application of multi-modal means in the construction of rhetoric illusion.The first chapter analyzes the language chapter modality.Each style has its own specific chapter structure.TV wine advertisements have their own unique chapter structure because of their own particularity.This paper attempts to construct this structure.The second chapter analyzes the language rhetoric modality in the construction of TV wine advertisement rhetoric illusion.Trying to find the rhetorical device that is most suitable for the construction of rhetoric illusions of alcoholic advertising.The third chapter analyzes the visual modality in the construction of rhetoric illusion.The visual modality is divided into dominant mode and recessive mode.The dominant mode includes two types: real symbols and virtual symbols;recessive mode refers to non-physical objects appearing in the advertisement picture.The fourth chapter analyzes the synergy between modalities in phantom construction,and explores the role of language modality and visual modality in the construction of advertising illusions.The fifth chapter summarizes the rhetoric illusions formed by alcohol advertisements and finds the unique spiritual connotation of the wine products contained in them. |
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