公益广告中的多模态隐喻及顺应性分析

An Analysis on Multimodal Metaphor and Its Adaptability in Non-commercial Advertisements

自20世纪80年代公益广告出现以来,对公益广告的研究涉及传播学、修辞学和语用学等诸多学科,近年来兴起的认知语言学也为其提供了丰富的研究视角。在隐喻认知的研究基础上进一步分析公益广告中的多模态隐喻映射机制,并结合Verschueren的顺应论观点分析公益广告语言对受众交际语境的顺应性,有利于探索出公益广告所产生的效果和功能背后的语言学理据。

The studies on non-commercial advertisements have covered many disciplines such as communication,rhetoric and pragmatics.In recent years,the cognitive linguistics has also provided a new perspective.Based on the metaphorical cognition,the paper analyzes the mapping mechanism of the multimodal metaphor in non-commercial advertisements and the adaptability of the language in non-commercial advertisements to the communicative context of the audience from the perspective of Verschueren’s adaptation theory,which is helpful to explore the functions of non-commercial advertisements and their linguistic foundation.