隐喻与转喻的非言语和多模态表征认知建构——以一部香水广告片为例  

On Cognitive Representation of Nonverbal and Multimodal Metaphor and Metonymy: a Case Study of a Perfume Commercial

作　　者：邓宇[1] 

机构地区：[1]北京航空航天大学外国语学院,北京100191

出　　处：《北京航空航天大学学报（社会科学版）》2014年第4期99-103,共5页Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition

基　　金：四川省教育厅科研项目(13SB0141)

摘　　要：隐喻和转喻是思维方式和认知手段,已有足够的语言证据支撑这一论断,但相比之下,非言语隐喻、转喻的研究却受到轻视。为深化隐喻、转喻的概念本质,以香奈儿5号香水广告片为例,分析片中的概念隐喻"爱情是一场旅行"和概念转喻"香水代表爱情/爱人"如何通过视觉、嗅觉、听觉和触觉等非言语模态之间的互动建构广告意义。研究表明多模态隐喻、转喻在广告中可巧妙构筑认知与劝说的关系,提升广告的感染力。Metaphor and metonymy are ways of thinking , and there is adequate linguistic evidence in support of this claim.However, the present research of conceptual metaphor and conceptual metonymy has a preference to verbal manifestations over nonverbal manifestations .This paper analyzes the nonverbal and multimodal metaphors and meton-ymies in the advertising movie of Chanel No 5 perfume：LOVE IS A JOURNEY and THE PERFUME STANDS FOR LOVER/LOVE, which involve the interaction of the visual mode , aural mode, olfactory mode, and tactile mode, etc.Multi-modal metaphors and metonymies contribute to the representation of the relation between cognition and per -suasion in advertising .

关 键 词：隐喻 转喻 非言语 多模态 广告 认知 

分 类 号：H03[语言文字—语言学]