中外文化交流宣传片的认知机制解读——以《2018“当考拉遇见熊猫——中澳友好微视频大赛”宣传片》为例

An Interpretation of the Cognitive Mechanism in Promotional Films for Cultural Exchange at Home and Abroad:A Case Study of the Film for “When Koala Meets Panda:2018 China-Australia Youth Short Video Contest”

以《2018"当考拉遇见熊猫--中澳友好微视频大赛"宣传片》为研究语料,运用多模态隐喻理论对该宣传片中的多模态隐喻和转喻这两种认知机制进行分析。研究发现,宣传片以多种模态的形式构建了"具体是具体"的隐喻、舞台隐喻以及其他更基础的概念隐喻,生动形象地呈现了大赛的主题及意义;同时运用大量的转喻,以部分或原型成员来代替整体,使宣传片在有限的时间内向澳洲人民展现了中国的传统文化以及澳洲人民对中国的友好之情。因此,多模态的呈现方式使宣传片更加形象直观,能够让人在较短的时间里迅速获取大量信息。

Taking the promotional film for"When Koala Meets Panda:2018 China-Australia youth short video contest in Queensland"as the research object,this paper analyzes the multimodal metaphor and metonymy in the film with the theory of multimodal metaphors.It is found that the promotional film constructs metaphors of"concreteness is concreteness",stage metaphors and other basic conceptual metaphors in a variety of modes,which vividly present the theme and significance of the contest.In addition to the metaphors,a large number of metonymies are also used to replace the whole by partial or original members in the film.In this way,the promotional film shows Australians traditional Chinese culture and presents the friendly feelings of the Australian people to China in a limited time.Therefore,the use of multimodal presentation makes the promotional film more visual and concrete,which could enable people to quickly obtain a large amount of information in a short time.