摘要
多模态隐喻研究兴起于20世纪90年代末,随着研究的发展,多模态隐喻理论逐渐应用于平面广告、漫画、电视广告和电影的分析研究中。本文基于认知语言学的概念隐喻理论,对央视2014年春晚公益广告《筷子》中的多模态隐喻进行深入分析,旨在揭示多模态隐喻的动态构建过程与特征。
The research of multimodal metaphor started in the late 1990s. With the development of the research, the theory of multimodal metaphor has been applied to analyzing print ads, cartoons, TV advertising and movies. Based on conceptual metaphor theory of Cognitive Linguistics, this paper tries to explore the construction and properties of muhimodal metaphors through the analysis of a public service advertisement CHOPSTICKS.
出处
《齐齐哈尔师范高等专科学校学报》
2016年第5期62-63,共2页
Journal of Qiqihar Junior Teachers College
关键词
多模态隐喻
概念隐喻
公益广告
muhimodal metaphor
conceptual metaphor
public service advertisement
