从具象符号到抽象概念——北京冬奥会海报的多模态隐喻分析

From Concrete Signs to Abstract Concepts:Multimodal Metaphor Analysis of the Posters of Beijing Olympic Winter Games

北京冬奥会海报由一连串具象的视觉符号组成,包括文字、色彩、图案(线条)和形象等。多模态隐喻和多模态转喻是符号意义扩展的底层认知机制,转喻既可以出现在隐喻的始源域,又可以出现在目标域。北京冬奥会海报通过隐喻和转喻的互动,形成隐喻场景,构建了“抽象概念是具象符号”的基础概念隐喻,进而表现三个不同的主题思想:中国传统文化、奥林匹克精神、友好合作关系。海报是“讲好中国故事,传播好中国声音”的重要手段。

The posters of Beijing Olympic Winter Games consist of a series of concrete visual signs,including words,colors,patterns(lines)and images.Multimodal metaphor and multimodal metonymy are the underlying cognitive mechanisms of meaning extension of signs,and metonymy may appear in both the source domain and the target domain of the metaphor.Through the interaction of metaphor and metonymy,the posters of Beijing Olympic Winter Games form metaphor scenarios and construct the primary conceptual metaphor ABSTRACT CONCEPT IS CONCRETE SIGN,and then express three different themes:Chinese traditional culture,Olympic spirit,friendly and cooperative relationship.Posters are important means of“telling Chinese stories well and spreading Chinese voices well”.