认知视角下多模态隐喻意义的动态构建——以一则银行广告为例

Dynamic Meaning Construction of Multimodal Metaphor from Cognitive Perspective

作为认知隐喻理论的新发展,多模态隐喻意义的构建值得关注与探讨.该文从认知视角对一则多模态隐喻广告语篇的意义构建进行个案分析,旨在聚焦多模态隐喻语篇中整体意义的动态构建过程.在介绍和界定多模态隐喻的基础上,文章指出多模态隐喻语篇意义构建是在两个互动(隐喻与转喻的互动,图像与文本的互动)的基础上进行概念合成.从认知角度分析多模态隐喻意义的构建有助于阐释多模态隐喻的动态本质以及其实现审美和劝说功能的心理动因.

As a further development of cognitive metaphorical theories, the meaning construction of multimodal metaphors deserves close attention. This paper conducts a case analysis of a muhimodal advertisement from cognitive perspective in order to provide a focus on dynamic process of integrative meaning construction of the metaphorical multimodal discourse. This paper proposes that the meaning construction of metaphorical muhimodal discourse is in essence a conceptual blending based on two dynamic processes, namely, the dynamic interaction between metonymy and metaphor and that between pictorial elements and verbal ones. The study reveals the dynamic nature of multimodal metaphor and helps to explain the psychological motivations for its persuasive and aesthetic function.