公益广告《筷子》的多模态隐喻分析  

An Analysis of Multimodal Metaphors on a Public Service Advertisement CHOPSTICKS

作　　者：余静[1] 杨春红[1] 

机构地区：[1]西华大学,成都610039

出　　处：《齐齐哈尔师范高等专科学校学报》2016年第5期62-63,共2页Journal of Qiqihar Junior Teachers College

摘　　要：多模态隐喻研究兴起于20世纪90年代末,随着研究的发展,多模态隐喻理论逐渐应用于平面广告、漫画、电视广告和电影的分析研究中。本文基于认知语言学的概念隐喻理论,对央视2014年春晚公益广告《筷子》中的多模态隐喻进行深入分析,旨在揭示多模态隐喻的动态构建过程与特征。The research of multimodal metaphor started in the late 1990s. With the development of the research, the theory of multimodal metaphor has been applied to analyzing print ads, cartoons, TV advertising and movies. Based on conceptual metaphor theory of Cognitive Linguistics, this paper tries to explore the construction and properties of muhimodal metaphors through the analysis of a public service advertisement CHOPSTICKS.

关 键 词：多模态隐喻 概念隐喻 公益广告 

分 类 号：H030[语言文字—语言学]