公益广告中多模态隐喻的认知解读——以央视春晚《包住篇》为例

Cognitive Explanation of Multimodal Metaphor in Public Service Advertising——Encasing Version in CCTV Spring Gala as an Example

多模态隐喻突破了纯语言模态的局限,结合图像、声音等其他模态,综合利用多重感官,丰富了源域的表达方式,更加鲜活地展现出目标域。公益广告与多模态隐喻的完美结合可以更加准确地达到广而告之和教育大众的目的。本文以多模态隐喻理论为基础,以央视春晚公益广告《包住篇》为例,从认知角度解读多模态隐喻的意义建构。

Multimodal metaphors have broken through limitations of the pure language modal,and other modals as images and sounds have been integrated,to comprehensively use multiple senses,to enrich expressing ways of the source field,to more vividly show the target domain.A perfect combination of public service advertising and multimodal metaphors can more accurately achieve publicizing widely and educating the common people.In this thesis,the multimodal metaphor theory has been set as the basis,and the Encasing Version,a public service ad during a CCTV Spring Gala as the example,to explain the significance construction of the multimodal metaphor from a cognitive perspective.