电影海报的多模态隐喻及文化内涵构成——以献礼建党100周年电影《1921》海报为例

A Study on Multimodal Metaphor and Cultural Connotation of Film Posters——Taking the Film‘1921’Poster as an Example

以多模态隐喻理论为指导,结合电影海报的语类特征和其呈现的社会语境,分析历史剧情电影《1921》海报的隐喻和转喻现象,并探析其源域及目标域所呈现的文化内涵,以更好地理解其多模态信息和文化理念。研究发现《1921》电影海报主要通过自然现象、自然物、人造物、动物等源域来表现中国共产党和反动派两个目标域。同时,《1921》电影海报包含多种转喻呈现形式,充分调用转喻机制,激活隐喻映射所需要的目标域和源域,诱发跨域映射,进而反映出“中国共产党是太阳”、“中国共产党是‘火’”、“反动派是‘乌云’”等多种隐喻模式。对电影海报进行多模态隐喻分析不仅可以丰富多模态隐喻研究的语类内容还可通过多模态分析加深人们对社会文化的理解。

Based on multimodal metaphor theory and combined with the genre feature of movie posters and the social context,the paper analyzed the phenomenon of metaphor and metonymy in the posters of historical drama movie"1921",and discussed cultural connotation presented by source domain and target domain,which can make us better understand the multimodal information and culture idea presented by the film posters.It has been found that the two target domains of the CPC and the reactionaries were mainly manifested in the source domains of natural phenomena,natural objects,man-made objects and animals in the poster of"1921".At the same time,the"1921"film poster contained a variety of metonymy representation and used the metonymy mechanism to activate the target domain and the source domain needed by the metaphorical mapping,inducing a cross-domain mapping,which reflected various metaphor patterns,such as"The Communist Party of China is the sun.","The Communist Party of China is the fire.",and"The reactionaries are dark clouds".The multimodal metaphor analysis of film posters can not only enrich the genre of the study of multimodal metaphor,but also deepen people's understanding of social culture.