保护野生动物平面公益广告中的多模态隐喻研究  

A Study on Multimodal Metaphors in Public Service Advertisements for Protecting Wild Animals

作　　者：马廷辉 高原 MA Tinghui;GAO Yuan(Department of Foreign Languages,University of Chinese Academy of Sciences,Beijing 100049,China)

机构地区：[1]中国科学院大学外语系,北京100049

出　　处：《浙江外国语学院学报》2020年第5期40-48,共9页Journal of Zhejiang International Studies University

基　　金：中国科学院大学院所合作项目“认知语言观的心理学实证研究”(Y652023Y00)和中国科学院大学青年提升项目“学术英语教师的身份构建”(Y8540XX242)的支持

摘　　要：在Forceville的多模态隐喻构建框架下,本研究结合保护野生动物平面公益广告的特点,将60张该主题公益广告图片中的多模态隐喻分成6类,即情境隐喻、单一混合隐喻、多个混合隐喻、文字-图像隐喻、图像明喻和特定认知型隐喻,论述各类多模态隐喻类型的构建机制,总结保护野生动物平面公益广告的语类特征和隐喻认知理据。研究发现:多模态隐喻的构建基于人类的共同认知,但是也存在文化特异性;转喻广泛存在于该主题公益广告中,参与多模态隐喻的构建。本研究丰富了多模态隐喻的研究内容,对公益广告设计也具有一定的借鉴意义。Metaphors in 60 public service advertisements for protecting wild animals are divided into 6 types according to Forceville’s multimodal metaphor construction framework in combination with the specific advertisement characteristics.They are contextual metaphor,single-hybrid metaphor,multiple-hybrid metaphor,verbal-pictorial metaphor,pictorial simile and specific-cognition metaphor.Metaphor construction mechanisms and genre features are further discussed.This study has found that the construction of multimodal metaphors is based mostly on the universal human cognition,as well as culture-bound cognition in some cases.Besides,metonymies exist widely and participate in the construction of multimodal metaphors.The results shed some light on multimodal metaphor theory and public service advertisement design.

关 键 词：公益广告 多模态隐喻 构建机制 语类特征 

分 类 号：H030[语言文字—语言学]