摘要
本文在改进多模态隐喻标注方式的基础上，以30则电视公益广告为例，聚焦广告话语中动态多模态隐喻的形式表征问题。研究发现，动态多模态隐喻形式表征在模态调用层面表现出一定的规律性：（1）多模态隐喻表征模态配置总体上呈现多元化态势；（2）图像、文字、声音3类模态调用总量的分布较均衡；（3）不同概念域的模态调用特征呈现分化：源域模态复杂度高于目标域，且两者显现出不同的模态偏好。针对上述特征，本文深入分析其模态调用理据。
This paper, based on the modified annotation method, explores the representation of muhimodal metaphors with a corpus of 30 TV public service advertisements. It uncovers certain regularities in modal usage and permutation of dynamic multimodal metaphors, which could be summarized as follows： the modal permutation is revealed to be featured with modal diversity, with the three different modes, namely pictorial mode, auditory mode and written language relatively balanced in statistical distribution; However, the two conceptual domains exhibit different modal features： source domain is found in more complex modal permuta- tions than target domain, and the two also show divergent modal preferences. In view of the above features, the paper explores the motivations for modal usage and modal preferences of dynamic muhimodal metaphors.
作者
王小平
王军
Wang Xiao-ping;Wang Jun(Soochow University,Suzhou 215006,China)
出处
《外语学刊》
CSSCI
北大核心
2018年第5期47-52,共6页
Foreign Language Research
基金
江苏省研究生科研与实践创新计划项目“英国新闻漫画中‘中国形象’的认知批评研究”(KYCX18_2470)
浙江省哲学社会科学规划一般项目“英汉新闻语篇中隐喻话语的比较研究”(16NDJC164YB)的阶段性成果
关键词
动态多模态隐喻
表征
理据
广告话语
dynamic multimodal metaphor
representation
motivation
discourse of advertising
