廣告圖象隱喻的構圖原則
The compositional principles of pictorial metaphors in advertisements

鄧育仁、孫式文
Teng, Norman Y.、Sun, Sewen

在這篇論文裡，我們提出一個分析廣告圖象隱喻的認知模式。我們的分析基本上建立在Fauconnier和Turner多空間模式的隱喻分析上。我們說明了多空間模式的架構，以及如何應用該模式來分析廣告圖象隱喻。在這論述說明裡，我們分析出圖象訊息解讀裡的構圖原則如何規範限定解讀廣告圖象隱喻的認知歷程。

In this paper we propose a cognitive model for analyzing pictorial metaphors in advertisements. Our analysis is based on the many space model proposed by Fauconnier and Turner. We explain what that model is, and how to apply it to an analysis of pictorial metaphors in advertisements. Our analysis reveals how the compositional principles underlying our pricture perception and image reading constrain and guide our understanding of pictorial metaphors.

隱喻，圖象隱喻，構圖原則，心智空間，多空間模式

metaphor，pictorial metaphor，compotional principle，mental space，many space model

1999.06.28

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廣告圖象隱喻的構圖原則.pdf