城市宣传片中多模态隐喻与转喻研究——以湖南省长沙市为例

Study on Multi-modal Metaphor and Metonymy in Urban Publicity Films——A Case Study of Changsha City in Hunan Province

城市形象宣传片集图像、声音、文字等多种模态于一体,是良好的多模态研究语料。本文基于多模态隐喻和转喻理论,对长沙市形象宣传片中的多模态隐喻和转喻进行分析,阐述转喻类型及宣传片制作者通过多模态隐喻来达成宣传效果的方法,旨在为城市形象研究提供新的视角,并为读者更深刻地理解多模态语篇提供参考。

A city publicity film,which combines image,sound,text and other modes into one video,is a good multi-modal research material.The author analyzes Changsha city publicity films based on the multi-modal metaphor and metonymy theory,aiming to explain how video makers achieve the promotional effect by multi-modal metaphor and what multi-modal metonymy types it contains,so as to provide a new angle for the research on Changsha image,as well as give readers a deeper understanding of multi-modal discourse.