多模态性别隐喻的认知机制探析——以商业广告中的多模态性别隐喻为例  

Cognitive Mechanism of Multimodal Gender Metaphor: A Case Study of Multimodal Gender Metaphors in Commercial Advertisements

作　　者：乐思伟[1,2] 

机构地区：[1]广东外语外贸大学商英学院,广东广州510420 [2]广东第二师范学院外语系,广东广州510303

出　　处：《广东第二师范学院学报》2017年第1期68-73,共6页Journal of Guangdong University of Education

基　　金：2014年度广东省普通高校青年创新人才类项目(人文社科类)"商业广告语篇中的多模态性别隐喻评价机制建构"(2014WQNCX163)

摘　　要：多模态性别隐喻是以男性或女性的整体或局部作为源域或目标域,以多模态为手段的一种隐喻形式,是多模态隐喻的一种特殊类型。基于Fauconnier&Turner的心理空间理论,性别隐喻的映射过程中类空间的建构以处于源域空间或者目标域空间的男性或女性意象图式为主导,在类空间中通过物理属性、生物属性、社会属性的相似性来实现源域向目标域的映射。多模态的手段帮助性别隐喻通过图像、声音等直观手段将男性或女性强行放置于非常规的情景语境中,辅助受众在大脑中完成意象图式的重构,即打破常规的社会属性的相似性意象,重构为物理属性或生物属性的相似性,进而合成新的空间,形成对隐喻对象的认知。Multimodal gender metaphor is one special form of multimodal metaphor which takes the parts or the whole of male or female＇s body as source domain or target domain,realized by multimodal medium. Based on the Fauconnier＆ Turner＇s Mental Space Theory, the mapping process is accomplished by the similarity of source domain and target domain in terms of physical properties,biological attribute and social attribute, led by the male or female image schema. Multimodal medium facilitates the construction of gender metaphors through image, sound and other visual aids in the way that the image of the parts or the whole body of male or female is arbitrarily placed in a nonconventional context so as to reconstruct the image schema of the audience. It violates the stereotyped similarity in social attribute by reconstructing the similarity in physical properties or biological properties which leads to the cognition of the newly established mental space.

关 键 词：多模态隐喻 性别隐喻 认知机制 商业广告 

分 类 号：H0-05[语言文字—语言学]