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《浙江外国语学院学报》[ISSN:/CN:]

卷:

期数:

2020年05期

页码:

40-48

栏目:

语言学及应用语言学

出版日期:

2021-03-18

文章信息/Info

Title:

A Study on Multimodal Metaphors in Public Service Advertisements for Protecting Wild Animals

作者:

马廷辉; 高 原

（中国科学院大学 外语系，北京 100049）

Author(s):

MA Tinghui; GAO Yuan

（Department of Foreign Languages， University of Chinese Academy of Sciences， Beijing 100049， China）

关键词:

公益广告; 多模态隐喻; 构建机制; 语类特征

Keywords:

public service advertisement;  multimodal metaphor;  construction mechanism;  genre feature

文献标志码:

A

摘要:

在Forceville的多模态隐喻构建框架下，本研究结合保护野生动物平面公益广告的特点，将60张该主题公益广告图片中的多模态隐喻分成6类，即情境隐喻、单一混合隐喻、多个混合隐喻、文字-图像隐喻、图像明喻和特定认知型隐喻，论述各类多模态隐喻类型的构建机制，总结保护野生动物平面公益广告的语类特征和隐喻认知理据。研究发现：多模态隐喻的构建基于人类的共同认知，但是也存在文化特异性；转喻广泛存在于该主题公益广告中，参与多模态隐喻的构建。本研究丰富了多模态隐喻的研究内容，对公益广告设计也具有一定的借鉴意义。

Abstract:

Metaphors in 60 public service advertisements for protecting wild animals are divided into 6 types according to Forceville’s multimodal metaphor construction framework in combination with the specific advertisement characteristics. They are contextual metaphor， single-hybrid metaphor， multiple-hybrid metaphor， verbal-pictorial metaphor， pictorial simile and specific-cognition metaphor. Metaphor construction mechanisms and genre features are further discussed. This study has found that the construction of multimodal metaphors is based mostly on the universal human cognition， as well as culture-bound cognition in some cases. Besides， metonymies exist widely and participate in the construction of multimodal metaphors. The results shed some light on multimodal metaphor theory and public service advertisement design.

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更新日期/Last Update: 2021-03-19