泉州城市宣传片中多模态转喻与隐喻的认知构建

Cognitive Construction of Multi-Modal Metaphor and Metonymy in Quanzhou City Image Promos

通过对三部泉州城市宣传片进行分析,认为宣传片中运用部分代整体、核心因素代范畴、具体代抽象、结果代原因、外观代内质等五种多模态转喻,并运用拟人隐喻、海洋隐喻、旅程隐喻、建筑隐喻和交通隐喻等五个具有代表性的多模态隐喻。泉州城市宣传片借助多模态元素所构造的形象认知,生动地为受众呈现出一个兼具悠久历史文化及现代化的泉州。

Three promotion videos of Quanzhou City were analyzed to disclose the multi-modal presentation of metaphor and metonymy.It was found that five categories of metonymy and five categories of metaphor existing in the promos.The metonymy categories were PART for WHOLE,SIGN for CONCEPT,OBJECT for CONCEPT,RESULT for REASON,and CONCRETE for ABSTRACT.The multimodal metaphors in city image included CITY as HUMAN,CITY as SEA,CITY as JOURNEY,CITY as BUILDING,and CITY as TRAFFIC.The cognitive construction of the multi-modal discourse in city image produced a historical and modern Quanzhou for the audience.