环保公益广告中的多模态隐喻表征类型研究——以保护水资源公益广告为例

Multimodal Metaphorical Representation in Pro-environment Public Service Advertisements of Water Protection

结合国内外多模态隐喻表征研究的相关成果,在Forceville的多模态隐喻理论框架内,以中华环保基金会官网上收集的90篇保护水资源公益广告为语料来源,本文研究了该类公益广告中多模态隐喻的主要表征类型及其隐喻映射的语类特点。研究表明,保护水资源公益广告中存在六种多模态隐喻表征类型,图像、文字、文图是保护水资源公益广告多模态隐喻表征的三种主要模态,而图像-文字、图像-文图两类表征的出现频率最高。论文结合具体实例分析并阐释了多模态隐喻表征背后的认知理据,其研究结果在一定程度上丰富了公益广告的语类特点研究,同时也为公益广告设计者提供了一定的启发。

Based on the theory of Forceville＇ s multimodal metaphor and the latest researches on mul- timodal metaphorical representation, this paper explores the multimodal metaphorical representation in the Public Service Advertisements （PSAs） of water protection and the regularities of metaphorical mapping that features this genre. The data of the study are 90 PSAs of water protection collected from the official website of China Environmental Protection Foundation. The results show that there are six types of multimodal metaphorical representations in the PSAs of water protection. Pictorial mode, verbal mode and verbal ＆ pictorial mode are the major modes used in the multimodal meta-phorical representations. Pictorial mode - verbal mode ＆ pictorial mode - verbal ＆ pictorial mode show a much higher frequency of occurrence than other types of multimodal metaphorical representa- tions. The underlying cognitive motivation of multimodal metaphorical representations is discussed through the analysis of PSAs of water protection. The study further sheds light on the genre features of PSAs and offers some insights into the design of the genre.