概念隐喻:川酒品牌与文化的“隐性”传播研究

Conceptual Metaphor: Study on the Recessive Transmission of Sichuan Liquor Brands and Culture

概念隐喻根植于人类的身体经验,同时与文化息息相关。四川因其优越的地理和气候环境,悠久的酿酒历史,孕育出异常丰富的川酒品牌和文化。在进行川酒品牌和文化国际化传播的今天,中西方思维模式和文化上的差异不容忽视。本文拟将西方概念隐喻理论融入川酒品牌和文化的传播之中,以华夏民族文化和精神为认知体验的源域,借助语言这一载体,以期改变西方人对川酒的认知图式进而认可并喜爱川酒等中国白酒品牌和文化。

Conceptual metaphor stems from our physical experience and is closely linked with culture. Thanks to its advantageous geographical and climatic conditions as well as its time-honored liquor-making history, Sichuan is home to exceptionally rich liquor brands and culture. In the process of international transmission of Sichuan liquor brands and culture, it＇s unwise to ignore the differences of thinking modes and cultures between China and western countries. This paper attempts to apply the theory of conceptual metaphor in the transmission procedure, treating traditional Chinese culture and philosophy as the source domain, and language as the media so as to change cognitive maps of the westerners towards Siehuan liquor brands and culture.