多模态双关的认知机制及表征类型研究——以图文双关为例

The cognitive mechanisms and representation categories of multimodal pun:Cases of image-text pun

本文运用认知语言学理论,以公益海报为例,考察图像和文字协同表征的多模态双关的范畴、认知机制及表征类型,重点探讨多模态双关与多模态转喻和隐喻的互动整合。主要结论包括:1)双关是与转喻、隐喻既有交集又相对独立的范畴;2)双关的认知机制为概念整合:转喻联想或隐喻映射机制连接起两个输入空间,使表层和深层义同时进入合成空间,在层创结构中,两层意义既独立又联系,产生双重感知;3)利用不同模态符号之间的意义表达张力,多模态双关结构和表征形式复杂多样。就图文多模态双关而言,整体上可以概括为两大类:一是文字主导型,包括谐音、语义、语法双关,触发器由文字承担,图像对表层意义进行形象化呈现;二是图像主导型,包括整体、部分和构成性共生图像和替换组构型双关,触发器是由图形、颜色、空间布局等视觉符号基于相似性形成的双关图像;4)多模态双关广泛用于海报或广告话语,通过诱发独特的双重知觉感知体验,推动人的认知体验和社会文化语境的双向互动,增强审美愉悦。本研究有助于加深我们对双关本质的认识,且有助于拓展我们对多模态话语认知研究的广度和深度。

Drawing on cognitive linguistics,with puns in public posters as cases,this research conducts a tentative study over such essential respects of the image-text pun as its category in relation to metaphor and metonymy,cognitive mechanisms,in particular,the interactive blending among multimodal pun,metaphor and metonymy,as well as the multimodal representations.Major conclusions are as followings:1)Pun is an independent category,overlapped with metonymy to metaphor;2)The perception of the dual meanings,literal and connoted,arises from blending from two input spaces,which are interconnected by metonymical association and metaphorical mapping.The two meanings are independent but interrelated in the emergent structure within the blended space;3)On account of the tensions in meaning representation,multimodal puns have more complex structures and representations than verbal ones.As to the case of pictorial-verbal multimodal puns,two general categories can be identified:one is language-triggered pun,including homophonic,semantic and grammatical puns,in which words work as triggers,with images visually presenting the literal meaning.The other is image-triggered pun,which falls into two subtypes:integrated image puns in the form of integral,partial and constitutive integration,and substitutive composite image puns.In this case,image puns are formed by similarities in visual symbols,such as graph,color and spatial layout;and 4)multimodal puns are widely applied to public posters and ads.By inducing the unique dual perception,multimodal puns promote the interaction between cognition and social-cultural context,enhancing aesthetic pleasure.This study helps to deepen our understanding of the essence of puns and broaden the scope of cognitive study of multimodality.