多模态转喻视角下东南亚国家微电影宣传片认知建构  

Cognitive Construction of Micro-film Promos of Southeast Asia from the Perspective of Multimodal Metonymy

作　　者：杨诚 覃幼莲[2] YANG Cheng;QIN You-lian(College of Foreign Languages,Guangxi University,Nanning Guangxi 530004;School of Foreign Studies,Yulin Normal University,Yulin,Guangxi 537000)

机构地区：[1]广西大学外国语学院,广西南宁530004 [2]玉林师范学院外国语学院,广西玉林537000

出　　处：《玉林师范学院学报》2018年第4期48-54,共7页Journal of Yulin Normal University

基　　金：2018年度广西研究生教育创新计划项目(YCSW2018019)阶段性成果;2017年度广西大学外国语学院研究生创新项目("一带一路"背景下中国-东盟城市宣传片多模态隐喻对比研究)阶段性成果

摘　　要：基于多模态转喻理论,以新加坡和泰国两部优秀微电影宣传片为研究对象,探讨宣传片中意义构建背后的认知机制。研究发现:微电影宣传片主要通过图像和语言模态建构指涉转喻、符号转喻和意义转喻三大类多模态转喻。其呈现出相似的具身体验和信息突显方式,以及相异的文化价值观。异同存在的原因与微电影宣传片的叙述性、国家的历史文化背景、制作者期望达到的效果及受众群体有关。从多模态转喻视阈研究东南亚国家微电影宣传片,可为我国微电影宣传片创作和设计提供借鉴,以扩大中国—东盟合作背景下我国国家和城市的国际影响力。Multimodality refers to a combination of text,sounds,images and other modes of communication forinformation delivery. Based on the theory of multimodal metonymy,this research explores the cognitive mechanismbehind the meaning construction in two excellent micro-film promos of Singapore and Thailand. The study indicatesthat：The micro-film promo mainly constructs three multimodal metonymy types through image mode and languagemode,namely,reference metonymy,sign metonymy and concept metonymy. They present similar ways of physi-cal experience,information prominence,as well as different cultural values. The reasons for the similarities anddifferences lie in the narrative characteristic of micro-film promo,the historical and cultural background of thecountry,and effects that the producers expect to achieve according to different audience groups. The study of mi-cro-film promos of Southeast Asia from the perspective of multimodal metonymy can provide reference for the cre-ation and design of Chinese micro-film promos,in the hope of enlarging the international influence of our countryand cities under the background of China-ASEAN cooperation.

关 键 词：多模态转喻 微电影宣传片 新加坡 泰国 

分 类 号：H030[语言文字—语言学] G206[文化科学—传播学]