保护森林资源公益广告中的多模态隐喻研究

Multimodal Metaphors in Forest Protection Public Service Advertisements

以Charles Forceville的多模态隐喻观为理论基础,从保护森林资源公益广告中选取有代表性的三则广告作为主要研究对象,从隐喻意义构建、隐喻映射等方面探讨了该语类中的多模态隐喻现象。研究表明在保护森林资源公益广告中,图像模态和文字模态共同参与隐喻意义的构建,多模态隐喻具有的动态叙事性、鲜活性、普遍性使广告的信息量更大,给读者留下更直观、深刻的印象,从而取得更好的公益宣传的社会效果。

On the basis of Forceville’s theory of multimodal metaphor,the multimodal metaphors in three typical forest protection public service advertisements were analyzed from the perspective of metaphorical meaning construction and mapping.The study shows that both visual and verbal modes contribute to the construction of metaphorical meaning in forest protection public service advertisements,and the dynamic narrativity,vividness and universality of multimodal metaphors will help to make the advertisements more informative and make a deep impression on the readers,thus improving the social effects.