中英巧克力平面广告中喜悦的非语言及多模态隐喻研究

A Study on the Non-verbal and Multi-modal Metaphor of Both the Chinese and English Chocolate Printed Advertisements

文章探讨中英文巧克力平面广告中的"喜悦"这一情感的非语言和多模态隐喻。研究发现:1.Kovecses基于语言证据总结的"喜悦"的概念隐喻,同样可以在多模态符号中得以体现,验证了语言隐喻与多模态隐喻相同的认知来源。2.先前基于语言实例的研究认为"喜悦是花开"这一概念隐喻为中文独有,英文中没有这一隐喻;论文从多模态角度验证了这一说法的科学性。3.基于巧克力广告中的多模态隐喻,文章试提出了新创隐喻与常规隐喻的意义整合模型。从意义整合模型中可以看出,许多常规隐喻尽管没有通过任何模态表现出来,却并不影响我们对广告的解读,说明了隐喻并不是一个表面的语言、多模态现象,而是深深根植于我们的概念系统。

By analyzing the nonverbal and multimodal metaphors of happiness in both Chinese and English chocolate printed advertisements,the study comes to the following conclusion.Firstly,the conceptual metaphors of happiness summarized by Kovecses based on verbal evidences can be expressed through other modalities as well.It supports the arguments that verbal metaphors and multimodal metaphors share the same cognitive motivation.Secondly,previous researchers consider the verbal metaphor"HAPPINESS IS FLOWERS SPROUTING FROM WITHIN YOU"exclusive in Chinese and there is no similar one in English.This study confirmed the conclusion from the perspective of multimodal metaphor.Thirdly,based on the construction of multimodal metaphors in chocolate printed advertisements,the author puts forward a meaning blending model of conceptual metaphors and novel metaphors.The model shows that even if some conceptual metaphors are not represented through any modalities,it has no impact on our interpretation of the advertisements.It validates the claim that metaphor is not a superficial linguistic or multimodal phenomenon,but a phenomenon deeply rooted in our conceptualization.