网络广告中多模态隐喻和转喻的认知构建及共现——以支付宝《账单日记》为例  

Cognitive construction and co-occurrence of multimodal metaphorand metonymy in internet advertisement——a case study of alipay advertisement

作　　者：严佳[1,2] 

机构地区：[1]郑州成功财经学院外语系,河南郑州451200 [2]中国人民大学文学院,北京100872

出　　处：《山西农业大学学报（社会科学版）》2016年第1期63-69,共7页Journal of Shanxi Agricultural University:Social Science Edition

基　　金：河南省教育厅科学技术研究重点项目(13A740406)

摘　　要：借助文字、图像、声音等多模态相结合的模式引起目标群体的注意,这是网络广告的常用手段。在对网络广告《账单日记》中信息的多模态传递方式进行分析后不难发现:隐喻和转喻是网络广告传播的有效途径;隐喻的使用具有多层性、多向性的特点;隐喻的转喻扩展形式有助于实现隐喻和转喻二者间的模式共现;隐喻和转喻的处理方式更加贴近命题—意象—图示的理想认知模式,所以网络广告更容易达到宣传效果。Internet advertisements draw attentionof its target consumer group by using text,video,sound and other dynamic forms.After a case study of internet advertisement presented by Alipay,metaphor and metonymy are found to be highly efficient in communication：metaphors could be layered and different-oriented;metaphor and metonymy could be co-occurred in the form of metonymic expansion of a metaphoric source.Besides,with the foreshadow of propositional structure and the image-schematic structure,the application of metaphor and metonymy in internet advertisement complies with the ideal cognitive model and therefore could serve better for the communication need.

关 键 词：多模态隐喻 多模态转喻 网络广告 认知构建 

分 类 号：H314[语言文字—英语]