近年来，随着新媒体、互联网等新型数字技术的出现，信息的传播途径发生了巨大变化。多模态语篇及其不断完善的分析理论和丰富的应用场景受到了语言学研究的广泛关注。本文从多模态语篇分析的认知视角出发，基于概念隐喻理论、概念转喻理论以及有关隐喻转喻互动模式的理论，重点研究宣传人工智能产品的网络视频广告这一随科技发展而备受关注的多模态语篇。为探究人工智能产品广告中存在的隐喻、转喻及其互动模式，本研究分析了隐喻和转喻及其互动模式的具体分布和模态使用情况，以及它们在具体情境中如何传达意义，并进一步比较汉英人工智能产品广告的异同。

本研究从宣传人工智能的广告中选择了400条广告，包括200条中文广告和200条英文广告。本研究首先使用MIPVU等识别步骤对广告中的隐喻、转喻及其互动模式进行识别。其后，本研究通过对隐喻、转喻及其互动模式和所用模态的分布，以及对具体语境中典型案例的阐释来对比汉英广告的异同。随后的讨论展示了本研究结果和前人研究结果的关联，汉英广告异同的可能原因、以及隐喻、转喻及其互动模式在广告中吸引和说服观众的作用。

研究发现，语料中存在转喻、复合隐喻、隐喻、隐喻链、隐转喻、转喻链，其出现频率由高到低。图像在源域表征中占主导地位，图文结合次之。文本最常用于表征目标域，图文结合次之。在汉英广告对比方面，本研究充分讨论了隐喻、转喻及其互动模式与模态使用的异同，并结合一些典型案例进行了详细解释。汉英广告皆倾向用视觉模态表征源域，用言语模态表征目标域，极少采用隐转喻和转喻链。然而，汉语广告倾向使用更复杂的复合隐喻和隐喻链，英语广告则倾向使用更简单的转喻。汉英广告在对具体的源域和目标域的选择以及构造的映射上也存在很大的差异。

本研究对深入挖掘转喻、隐喻及其互动模式的相关理论在广告语篇中的分析应用具有一定启示，未来可以进一步研究这些互动模式的新变体，丰富隐喻和转喻理论。此外，基于研究结果，研究者建议广告设计更具策略地利用隐喻转喻，增加广告宣传的积极效果。

In recent years, with the emergence of new media, the way of information transmission has undergone tremendous changes. Multimodal discourse and its ever-improving theoretical frameworks and various applications have attracted wide interest in the field of linguistics. Conducted from the perspectives of cognitive approaches to multimodal discourse analysis, based on conceptual metaphor theory, conceptual metonymy theory, and the theories of their patterns of interaction, the current research focuses on online video advertisements for artificial intelligence (AI) products, burgeoning and noticeable with the development of science and technology. With an aim to explore the metaphors, metonymies and their patterns of interaction employed in advertisements for AI products, this research studies the distribution of these metaphors, metonymies and their patterns of interaction, the modes delivering them and how they convey meaning in specific contexts. Furthermore, the similarities and differences between Chinese and English advertisements for AI products are analyzed.

To achieve the research aims, the research selected 400 advertisements for AI products, including 200 English advertisements and 200 Chinese advertisements. Some procedures such as Metaphor Identification Procedure Vrije Universitei (MIPVU) were conducted to identify metaphors, metonymies, their patterns of interaction. A comparison between Chinese and English advertising was made based on the distribution and the interpretation of the metaphor, metonymy and their patterns of interaction creating meaning in advertising, with the analyses of some typical cases in specific contexts. The following part discussed the relationship between the main findings of the current research and the previous research, the possible reasons for the similarities and differences, and the functions realized through the metaphors, metonymies and their patterns of interaction to attract and persuade viewers.

The research finds that metonymy, metaphoric amalgam, metaphor, metaphoric chain, metaphtonymy and metonymic chain, from most to least in frequency, exist in the selected corpus. Visual mode plays a dominant role in delivering source domains and the combination of picture and text is the second preference to deliver source domains. As for the delivery of target domain, verbal mode takes significantly the first place, second to which is the combination of picture and text. The similarities and differences in the use of metaphors, metonymies and their patterns of interaction with the modes delivering them are fully discussed with some typical cases and detailed interpretation in specific contexts. It is found that Chinese and English advertising share some similarities on the use of visual mode to deliver source domain and verbal mode to deliver target domain, and the least use of metaphtonymy and metonymic chain.     However, Chinese advertising tends to use complex figurative operations such as metaphoric amalgam and metaphoric chain, while English advertising is likely to exploit simpler figurative operation such as metonymy. In addition, the choices of source domains and target domains and the mappings constructed by the metaphors, metonymies and their patterns of interaction show a great disparity.

The research hence draws some implications. Some novel patterns of interaction between metaphor and metonymy emerge during the analysis, which may inspire further research to find novel variants of these interactional patterns to enrich and expand the current bulk of theory of metaphor and metonymy. Additionally, advertisers are suggested to make use of strategic exploitation of such conceptual mechanisms during the design of an advertisement to ensure the creation of a positive effect.