摘要：作为营销的不可缺少的组成部分，广告在引导消费和创造消费两个方面起着重要作用。随着网络视频用户规模逐渐扩大和网民刷视频的时间日益增长，很多商家利用电视、网络视频等各种平台，加入大量的隐喻，播放推展其广告，成为了眼球经济的亮点。从二千七百多年前开始，不少希腊和罗马的著名学者已经使用隐喻。随着语言学的发展,多模态研究已经成为隐喻研究的新领域。

本文以零食的英语视频广告为例，从多模态隐喻理论的角度，通过文献研究法和定性分析法，从视觉、听觉和文字三个方面分析食品广告中的多模态隐喻现象。研究发现：多模态隐喻在食品广告中非常重要。把多模态隐喻加入到视频广告不仅使得广告情景更加真实可信有说服力，而且营造出的气氛更能增强宣传效果，勾起消费者的购买欲望。

关键词：多模态隐喻；食品广告；重要性 

Contents

摘要

Abstract

Chapter One Introduction-1

1.1 Research Background-1

1.2 Research Objectives and Significance-1

1.3 Research Method and Questions-3

1.4 The Organization of the Dissertation-4

Chapter Two Literature Review-5

2.1 Foreign Research on Multimodal Metaphors in Advertising-5

2.2 Domestic Research on Multimodal Metaphors in Advertising-6

Chapter Three Multimodal Metaphor and Food Advertisement-8

3.1 Food Advertisement and Its Feature-8

3.2 The Theory of Multimodal Metaphor-9

3.2.1 Modes-9

3.2.2 The Definitions of Multimodal Metaphor-9

3.2.3 The Characteristics of Multimodal Metaphor-10

Chapter Four The Influence and Significance of Multimodal Metaphors on Food Advertising—Taking English Snack Advertisement as an Example-11

4.1 The Function of Different Modes on Food Advertisement-11

4.1.1 Modes in Pepsi Cola's Advertising-11

4.1.2 Modes in Arla Organic's Advertising-13

4.1.3 Modes in Oreo's Advertising-15

4.2 The Significance of Multimodal Metaphors on Food Advertising-18

4.2.1 Functions of Visual Modes-18

4.2.2 Functions of Music or Sounds-18

4.2.3 Functions of Verbal Modes-19

4.2.4 Summary-19

4.3 Ways to Better Advertisement from the Perspective of  Multimodal Metaphor -20

Chapter Five Conclusion-21

5.1 Findings-21

5.2 Restrictions and Advice-21

References-23

Acknowledgments