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.
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