對隱喻的早期研究指出，隱喻現象在人類認知中普遍存在，它不僅存在口語或書面語言中，更可出現在電影和廣告等多模態媒體的非語言產物中（如Forceville，2009；Sweetser，2017）。然而，在認知語言學的學科裡，以產品包裝為重點的廣告語言中的隱喻研究甚少。因此，本文旨在闡明人們對台灣零食的多模態廣告的潛在認知。我們採用了Fauconnier和Turner（1998，2002，2003）的概念整合（conceptual blending）理論以及Forceville（2006）的多模態隱喻（multimodal metaphor）概念來展示消費者對富含隱喻的台灣零食廣告的認知，我們力求解決三個主要的研究問題：第一，台灣零食廣告如何從概念整合的角度說明隱喻映射（metaphoric mappings）、多空間融合（multi-space blends）和整合網絡（integration networks）？第二，多模態隱喻在廣告中是如何體現的，且不同的模態（modes of communication）在多空間融合中是如何相互作用的？第三，有哪些行銷效果和社會文化意義蘊含於台灣零食廣告隱喻中？本研究發現隱喻確實在我們對零食產品和廣告的認知中發揮著至關重要的作用。具體來說，研究結果顯示概念融合理論的網絡結構──即四個心理空間（mental spaces）包含了一個通用空間（generic space）、兩個輸入空間（input spaces）和一個混合空間（blend），以及其類型──簡式（simplex）、鏡像（mirror）、單域（single-scope）和雙域（double-scope）網絡，皆能應用於零食廣告的分析。我們還提出能將多個模態合併到概念融合網絡的分析方法，以強化對多模態廣告的解析。研究結果表明言語與視覺模態（verbal and visual modes）密切合作，並於解碼廣告線索的認知過程中解讀多模態隱喻。本文強調理解廣告隱喻的影響及重要性，可為廣告商有效設計零食包裝提供淺見或為零食消費者深入理解廣告所傳達的隱含意義提供方向。

Early research works on metaphor have indicated that figurative phenomena are pervasive in human cognition not only on spoken or written language but also on nonlinguistic artifacts of multimodal media such as film and advertising (e.g., Forceville, 2009; Sweetser, 2017). Nevertheless, within the discipline of cognitive linguistics, metaphor studies of the communication of advertising with a focus on product packaging are scarce. Accordingly, the present study aims to shed light on humans’ underlying cognition on multimodal advertisements of Taiwanese snack products. We have adopted Fauconnier and Turner’s (1998, 2002, 2003) conceptual blending theory as well as Forceville’s (2006) notion of multimodal metaphor to demonstrate language users’ cognition on a corpus of figurative Taiwanese snack advertisements. We have sought to address the three main research questions: First, how do the Taiwanese snack advertisements illustrate metaphoric mappings, multi-space blends and integration networks from the perspective of conceptual blending? Second, how are multimodal metaphors manifested in the advertisements and how do different modes interact in multi-space blends? Third, what are the marketing effects and sociocultural significance created by metaphors behind the Taiwanese snack advertisements? The study has found that metaphors do play a crucial role in our cognition of the snack products and advertisements. Specifically, the results show that the structure (i.e., a diagram of a network model that contains four mental spaces—one generic space, two input spaces, and one blend) and the types (i.e., simplex, mirror, single-scope, and double-scope networks) in conceptual blending theory are applicable to the analysis on the snack advertisements. We have also synthesized an analytical approach that coalesces the multiple modes of communication into the conceptual integration networks to consolidate the explanation on the multimodal advertisements. The results indicate that verbal modes of communication work in close cooperation with visual modes of communication to construct multimodal metaphors in our cognitive process of decoding cues from the advertisements. Furthermore, the study has underscored the importance of understanding advertising metaphors, and may provide knowledge and direction for advertisers to effectively design snack packaging or for advertising viewers to better comprehend the implied meaning conveyed in snack advertising.

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