摘要
探讨了家庭伦理广告"爱的表达式"中多模态隐喻、转喻的表征方式和构建机制,广告通过转喻激活三个目标域"父亲""母亲"和"我(子女)",以符号图像、字幕文字、背景音乐等媒介手段构建意义,整合形成"顶梁柱""庇护伞""拐杖和肩膀"等隐喻。
The representations and constructive mechanism of muhimodal metaphor and metonymy in the family ethical advertisement ＂ Expression of Love＂ were discussed in this paper. This advertisement, through metonymy,activated three target domains ＂father mother＂ and ＂ I＂（ child）, constructs and integrates metaphors of ＂ backbone asylum umbrella crutch and shoulder＂ by means of symbolic images, caption, background music and other media.
出处
《蚌埠学院学报》
2015年第6期120-124,共5页
Journal of Bengbu University
基金
湖北省教育厅人文社科指导性项目(14G402)
黄冈师范学院科学研究项目(2013018103)
关键词
多模态隐喻
多模态转喻
伦理广告
“爱的表达式”
muhimodal metaphor
muhimodal metonymy
ethical advertisement
Expression of Love
