公益广告中的多模态转喻与隐喻的动态构建——以央视春晚公益广告《筷子篇》为例被引量：2

An Analysis of Multimodal Metaphor and Metonymy in Public-Service Advertisement ——Based on CHOPSTICKS by CCTV

下载PDF

导出

摘要电视公益广告是一种新型的多模态话语,由文字、音乐、图像和色彩等多种模态互相协作编码而形成。本文以多模态转喻和隐喻理论为框架,从人类认知的角度,结合公益广告的语类特点和情感取向,尝试分析央视2014春晚公益广告《筷子篇》中的隐、转喻现象,并对其进行深入解读,旨在揭示此类语篇中多模态转喻和隐喻的内在运行机制。 TV public-service advertisement is a kind of multimodal discourse, comprising of lots of modes, such as words, images and sounds, etc. From the perspective of cognitive linguistics, this paper attempts to make explorations on multimodal metaphor and metonymy in CHOPSTICKS by CCTV, in order to reveal the operational mechanism of these two cognitive means in public-service advertisement.

作者段洋洋

机构地区阜阳师范学院信息工程学院

出处《阜阳师范学院学报（社会科学版）》 2015年第3期42-45,共4页 Journal of Fuyang Normal University：Social Science Edition

关键词公益广告转喻多模态转喻隐喻多模态隐喻 public-service advertisement metonymy multimodal metonymy metaphor multimodal metaphor

分类号 H030 [语言文字—语言学]

引文网络
相关文献

参考文献7

1张德禄,郭恩华.多模态话语分析的双重视角——社会符号观与概念隐喻观的连接与互补[J].外国语,2013,36(3):20-28. 被引量：93
2束定芳.隐喻学研究[M].上海:上海外语教育出版社,2002..
3Forceville, C. Non-verbal and multimodal metaphor in a cognitive framework: Agendas for research [C]. // G. Kristian, M. Achard, R. Dirven, & F. Ruiz de Mendoza. Cognitive Linguistics: Current Applications and Future Perspectives. Berlin / New York: Mouton de Gruyter, 2006: 379-402.
4赵秀凤.概念隐喻研究的新发展——多模态隐喻研究——兼评Forceville & Urios-Aparisi《多模态隐喻》[J].外语研究,2011,28(1):1-10. 被引量：332
5Urios-Aparisi, Eduardo. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies [C]// ForceviUe & Urios-Aparisi, 2010: 95-113.
6Barcelona, A. Clarifying and Applying the Notions of Metaphor and Metonymy within Cognitive Linguistics: An Update [C] // Dirven R. & Porings R. Metaphor and Metonymy in Comparison and Contrast. NewYork / Berlin: Mouton de Gmyter, 2002: 207-277.
7Parodi, G. Academic and professional written genres in disciplinary communication: Theoretical and empirical challenges [C] // Jan Renkema. Discourse, of Course. Amsterdam: John Benjamins, 2009: 93-110.

二级参考文献96

1I Barcelona, A. 2000. Metaphor and Metonymy at the Crossroads .. A Cognitive Perspective [ M]. Berlin/ New York: Mouton de Gruyter.
2Barthes,R. 1977. Image, Music, Text [M]. London: Fontana.
3Black, M. 1979. More about metaphor [C]// A. Ortony: 19-43.
4Caballero,R. 2009. Cutting across the senses: Imagery in winespeak and audiovisual promotion [C] // C. Forceville & E. Urios-Aparisi: 73- 94.
5Carroll, N. 1994. Visual metaphor [C] // Jaakko Hintikka. Aspects of Metaphor. Dordrecht: Kluwer: 189 - 218.
6Carroll,N. 1996. A note on film metaphor [C]// Noel Carroll. Theorizing the Moving Images. Cambridge: Cambridge University Press : 212 - 223.
7Cienki, A. 1998. Metaphoric gestures and some of their relations to verbal metaphoric expressions [C]// Jean- Pierre Koenig. Discourse and Cognition : Bridging the Gap. Stanford,CA: Center for the Study of Language and Information: Lecture Notes: 189- 204.
8Cienki,A. 2005. Image schemas and gesture [C]// B. Hampe. From Perception to Meaning .. Image Schemas in Cognitive Linguistics. Berlin/New York: Mouton de Gruyter: 421 - 441.
9Cienki, A. 2008. Why study metaphor and gesture? [C]//A. Cienki & C. Muller: 5 - 25.
10Cienki, A& C. Muller. 2008. Metaphor and Gesture [M]. Amsterdam/ Philadelhia: Benjamins.