“中国梦”系列公益广告中的多模态隐喻  

Multimodal Metaphors in “Chinese Dream” Series of Public Service Advertisements

作　　者：官科[1,2] 

机构地区：[1]湖南师范大学外国语学院,湖南长沙410081 [2]湖南科技大学外国语学院,湖南湘潭411201

出　　处：《湖南科技大学学报（社会科学版）》2015年第4期156-161,共6页Journal of Hunan University of Science and Technology(Social Science Edition)

基　　金：湖南省哲学社会科学基金项目(14WLH12)

摘　　要："中国梦"系列公益广告中的多模态隐喻分为四种类型,源域一般由图文模态共同呈现,目标域常由文字单一模态表示;源域的选择往往基于人体与周围世界互动产生的体验认知以及人们对中华传统文化特性的认知,二者共同作用促成了公益广告的普适性和民族性,推动了"中国梦"理念的有效传播。It exists four types of muhimodal metaphors in ＂Chinese dream＂ series of public service adver- tisements verbal and pictorial modalities are usually co - presented in the source domain, while verbal modality is solely seen in the target domain; the choice of the source domain is based on embodied cognition resulting from body - world interaction, as well as cognition of Chinese culture. The two factors help to create the uni- versality and Chinese flavor of the advertisements, facilitating the effective communication of the ideals in ＂Chinese dream＂.

关 键 词：中国梦 公益广告 多模态隐喻 体验认知 文化认知 

分 类 号：H109.4[语言文字—汉语]