摘要
基于认知语言学的多模态隐喻和转喻理论,对10条宝马汽车视频广告进行认知研究发现,这些视频广告主要体现五种多模态转喻和四种隐喻。广告中的多模态转喻和隐喻相互作用,转喻可以呈现隐喻的目标域和始源域,并且突显隐喻的对应要素,隐喻也可以缩减转喻目标域。
Based on the Theory of Multimodal Metaphor and Metonymy in Cognitive Linguistics,this paper makes a cognitive analysis on ten video commercials of BMW. The study shows these video commercials embody five metonymies and four metaphors. Metonymies and metaphors interact with each other. Metonymy can present both the target and original domains of metaphor,highlighting its corresponding features. Metaphors can also reduce target domain of metonymies.
出处
《菏泽学院学报》
2016年第1期96-99,共4页
Journal of Heze University
关键词
视频广告
多模态隐喻
多模态转喻
认知分析
ten video commercials of BMW
multimodal metaphor
multimodal metonymy
cognitive analysis
