We have discussed the MC of MM in chapter 4.1, so in the following chapter, the author will talk about the similarities and differences in multimodal metaphors between CCA and ECA.
From the above analysis, some basic characteristics can be concluded. Firstly, the authors will clarify the listed metaphors in chapter 4.1 into two types in order to study the similarities and differences easily based on previous research. There are conventional metaphors and product metaphors. Conventional metaphors are those that have existed for a long time based on human experience and are constructed to help viewers to understand the concept of ad, for example, “LIFE IS A JOURNEY” in English L’Oréal Hydra Energetic. It has not directly told viewers the functions of product, …show more content…
Almost every ad (except Lancôme Cushion CC both in Chinese and English) has constructed this metaphor to advertise, but it is different in the choice of TD, which is the effect of using the product (see Table 4.30). The choice of TD is mainly based on the function of the product. For example, in Lancôme RenerigieMultilift, the function of product is making woman happiness, so HAPINESS is the TDs in both languages.
Although the choice of TD is both related to product effect, there are also some differences in CECA. The TD in CCA is more generalized than in ECA, more correctly, the TD in CCA is hypernym, while hyponym in ECA. In L’Oréal Men hydra and New Revitalift, PERFECT CONDITION in Chinese contains ENERGY in English, and THE BEST contains LESS WRINKLES. Happiness, health and well-sleeping are all parts of perfect condition. If one wants to be THE BEST, LESS WRINKLES only is not enough. Also in Olay Regenerist and Total Effects 7, RESULTS WITHOUT PROCEDURE is only one king of MIRACLE, and there are also other things such as recovery from a serious disease, also YOUTHFUL GLOSS is not only shown in YOUNGER AGE, but also in
From the above analysis, some basic characteristics can be concluded. Firstly, the authors will clarify the listed metaphors in chapter 4.1 into two types in order to study the similarities and differences easily based on previous research. There are conventional metaphors and product metaphors. Conventional metaphors are those that have existed for a long time based on human experience and are constructed to help viewers to understand the concept of ad, for example, “LIFE IS A JOURNEY” in English L’Oréal Hydra Energetic. It has not directly told viewers the functions of product, …show more content…
Almost every ad (except Lancôme Cushion CC both in Chinese and English) has constructed this metaphor to advertise, but it is different in the choice of TD, which is the effect of using the product (see Table 4.30). The choice of TD is mainly based on the function of the product. For example, in Lancôme RenerigieMultilift, the function of product is making woman happiness, so HAPINESS is the TDs in both languages.
Although the choice of TD is both related to product effect, there are also some differences in CECA. The TD in CCA is more generalized than in ECA, more correctly, the TD in CCA is hypernym, while hyponym in ECA. In L’Oréal Men hydra and New Revitalift, PERFECT CONDITION in Chinese contains ENERGY in English, and THE BEST contains LESS WRINKLES. Happiness, health and well-sleeping are all parts of perfect condition. If one wants to be THE BEST, LESS WRINKLES only is not enough. Also in Olay Regenerist and Total Effects 7, RESULTS WITHOUT PROCEDURE is only one king of MIRACLE, and there are also other things such as recovery from a serious disease, also YOUTHFUL GLOSS is not only shown in YOUNGER AGE, but also in