新时代我国征兵宣传片的多模态隐喻研究——以2015~2020征兵宣传片为例

Multimodal Metaphor Research on China’s Recruiting Commercials in the New Era—Case Studies of the 2015~2020 Recruiting Commercials

文章选取我国2015~2020年17部征兵宣传片作为多模态语料,运用MIP多模态隐喻识别法,分析得出宣传片中多模态隐喻类别共计别34种,多模态表征类型共计13种。结合语料和习近平总书记提出的新时代“四有”军人的要求,进行军人形象的多模态隐喻分析,并构建宣传片的多模态隐喻表征模式,以完善征兵宣传片的宣传效果和教育劝说功能。

In this paper, 17 recruiting commercials from 2015 to 2020 were selected as multimodal corpus, and MIP multimodal metaphor recognition method was used to analyze 34 categories of multi-modal metaphors and 13 types of multimodal representations in the recruiting commercials. In accordance with General Secretary Xi Jinping’s “Four Characteristics” of soldiers in the new era, the sol-diers’ images were analysed through those multimodal metaphors, and the multimodal metaphor representation model of propaganda films was constructed to improve the recruiting commercials’ effect of publicity, education and persuasion.