摘要
基于认知语言学的概念隐喻视角,选取多模态平面广告语篇为语料,探讨隐喻性多模态广告语篇中整体意义的构建机制。研究表明,在企业形象广告中存在从高等级源域向低等级目标域的隐喻,施喻者以此来简化认知思维过程;并使用高卷入度的认知强化企业与受众之间的直接联系,塑造积极的品牌联想。
Based on the Theory of Multimodal Metaphor, taking an image advertisement as an example, the paper analyzes the process of integrative meaning construction of the metaphorical multimodal discourse. It is concluded that there are a lot of metaphors in advertisement that mapped from higher source domain to lower source domain which are used to sim- plify cognitive models; Cognitive style of higher attitude score are used to strengthen the link between corporation and customer in order to make positive brand associations.
出处
《兰州文理学院学报（社会科学版）》
2017年第3期116-119,共4页
Journal of Lanzhou University of Arts and Science(Social Science Edition)
基金
安徽省人文社科重点项目"高职院校学生英语学习动机缺失及其影响因素研究"(SK2015A727)
质量工程教研项目"基于微课的高职英语"翻转课堂"教学模式研究"(2014jyxm486)
"高职英语写作翻转课堂教学模式研究--基于"输出驱动-输入促成假设"视角"(2015jyxm492)
关键词
多模态隐喻
企业形象广告
认知构建
multimodal metaphor
corporate image advertisement
cognitive analysis
