语篇中多模态隐喻的认知构建——以一则保险平面广告为例

Cognitive Construction of Multimodal Metaphor in Discourse——Based on an Insurance Product Advertisement

信息技术的日新月异使交际手段和形式更快捷、方便、立体和更视觉化。所以作为认知语言学的研究新方向,多模态隐喻研究也摆脱了纯语言层面的束缚,转向以多模态表现形式为平台——将视觉、味觉和听觉等感官体验融合在一起,揭示隐喻现象的本质。在一则保险产品广告实例中,语篇的实现以概念隐喻理论为基础,图、文、色彩、构图等模态共同作用,揭示了广告语篇中多模态隐喻和转喻的特点、功能、图文关系和动态构建过程,阐释多模态广告的有效劝说性,探讨多模态隐喻语篇的认知本质。

The fast changing information technology makes communication much more convenient and visualized.As a new research trend of cognitive linguistics,multimodal metaphor,departing from the confinement of pure language,has been deeply explored on the basis of multimodal representations which integrate such sensory experiences as sight,taste and hearing so as to reveal the cognitive essence of metaphor.This paper,taking a real-world insurance product advertisement as an example,applies the conceptual metaphor theory to illustrate that all the modals like image,text,color and layout interact with each other and produce a discourse,further revealing the characteristics,functions,picture-text relationships and dynamic construction of metaphor and metonymy in advertisement discourses, explaining the effective persuasion of multimodal advertisements,and probing into the cognitive essence of multimodal metaphorical discourses.