中华传统美德系列宣传画的多模态隐喻分析

An Analysis of Multimodal Metaphor in Posters of Chinese Traditional Virtues

中华传统美德的内容博大精深,涉及社会生活的各个领域。为提升文化自信,加强社会主义思想道德建设,宣传画这种图文结合的方式,能够生动形象地将传统美德的内涵呈献给大众。本文以中华传统美德系列宣传画为研究对象,运用多模态隐喻理论对35幅宣传画进行分析,发现其中主要存在四种隐喻类型:实物隐喻、动/植物隐喻、人物隐喻和图形隐喻,且大部分隐喻中的源域都是人们熟知的具有中国特色的事物,这样就使其具有感染力和影响力,更容易被大众感知、认同和接受。

The contents of Chinese traditional virtues are extensive and profound, involving all fields of our life and society. In order to enhance the cultural confidence and strengthen the construction of socialist ideology and morality, it can vividly present the connotation of traditional virtues to the public through the posters with both pictures and words. Taking the posters of Chinese traditional virtues as the research object, this paper analyzes 35 posters based on the theory of multimodal metaphors, four types of metaphors are mainly found:object metaphors, animal and plant metaphors, character metaphors and graphic metaphors. And most of the metaphors are well-known physical objects with Chinese characteristics, which makes them infectious and influential, and more easily perceived, recognized, and accepted by the public.