多模态隐转喻视角下《冰墩墩官方宣传片》意义构建解读

The Interpretation of Meaning Construction of the Advertisement of Bing DwenDwen from the Perspective of Multimodal Metaphor and Metonymy

作为一种多模态语篇,2022北京冬奥会吉祥物--冰墩墩及其官方宣传片具有向世界人民传达和建构中国形象的重要作用。本文从多模态隐喻和转喻的认知视角出发,对宣传片中的隐喻与转喻现象及其意义建构进行解读,探讨该宣传片如何实现对中国形象建构的叙事功能。研究发现,该宣传片蕴含了由图像、文字、音乐3种模态所协同建构的人物隐喻、自然隐喻、音乐隐喻和图形隐喻4种类型,以及部分指代整体、地点指代事件和成员指代范畴3种转喻类型。通过其中的中国传统文化和现实经验元素,宣传片中的多模态隐喻与转喻两种模式共同作用,构建了中国热情友善、积极向上的国家形象,也向世界传达了中国的奥运精神、科技力量与文化内涵。

As a multimodal discourse, Bing DwenDwen, the mascot of the 2022 Beijing Winter Olympic Games, and its official advertising video play an important role in conveying and constructing the image of China to the world. From the cognitive perspective of multimodal metaphor and metonymy, this paper interprets the metaphor and metonymy and their meaning construction in this advertisement, and probes into how this advertising video realizes the narrative function of China’s image construction. It is found that the video contains four types of metaphor and three metonymy types, which are constructed by image, text and music.Through revealing the traditional Chinese culture and the development experience of modern China, the multi-modal metaphors and metonymies in the video work together to convey the national image of China as a country with hospitality, moral uprightness and embracive attitude, and present China’s Olympic spirit and high-tech development to the world.