Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.

本文以广告话语中的多模态隐喻（multimodal metaphor）与叙事互动为研究切入点，探究全球与地方性社会实践的动态变迁进程。据此，本研究采用概念隐喻理论（Conceptual Metaphor Theory, CMT）与概念整合理论（Conceptual Integration Theory），对比跨时间、广告类型与文化语境下，广告话语对社会变迁与延续性的表征及再语境化过程。本研究通过分析2000-2002年的平面广告与2001-2009年的网络广告，对时间维度与广告类型层面的变化展开探讨。其次，本研究对比两类广告类型与两个研究时期内，转化隐喻与魔法隐喻同叙事框架之间的互动关系。最后，本研究重点关注可口可乐（Coca-Cola）的全球品牌营销活动在三种不同文化语境中的变体表现，借此揭示全球与地方性社会实践中相互博弈的变迁格局。