摘要
图文公益广告如何起到政策理念宣传、警示教育民众、弘扬社会主题、关注社会热点等作用,从认知语言学层面来看,主要涉及读者对于图文信息的心理认知过程,其中包括一个概念转/隐喻互动整合的在线认知加工机制。不同的图文公益广告类型会涉及不同的概念转/隐喻互动整合模式,其中主要包括镜像型网络、单域型网络和双域型网络。在不同的映射模式下,概念隐/转喻的语用功能也略有不同。镜像型网络构建的意义更为直观,易于传递图文信息,但缺乏情感共鸣;单域型和双域型网络在意义构建中更多地融入了非语言因素,发挥了多模态话语的语用功能,情感共鸣更强。这些显示了非言语因素在语言认知层面的重要语用价值。
How does image-text public-service advertising function as the way to publicize policies and political thoughts,propagate social theme,and focus on social hot spots?From the perspective of cognitive linguistics,it is mental cognitive processing on image-text information,including on-line interactive and blending cognitive processing mechanism between conceptual metaphor and metonymy.The conceptual mapping in image-text public-service advertising involves three networks:mirror,one-scope and two-scope mapping,based on sample analysis.Pragmatic function varies from different mapping approaches.Under mirror mapping,it is straighter to construct image-text meaning and transmit image-text information,but it lacks emotional resonance.While one-scope and two-scope mappings give play to pragmatic function as multi-modal discourses due to some non-linguistic factors,which create stronger emotional resonance and impresses readers more.Hence,non-linguistic factors do play a vital pragmatic role in language understanding.
作者
陈娜
唐静
CHEN Na;TANG Jing(General Education and Foreign Language School,Anhui Institute of Information Technology,Wuhu,Anhui 241000,China)
出处
《成都师范学院学报》
2020年第6期81-87,共7页
Journal of Chengdu Normal University
基金
2018年安徽省优秀青年人才支持计划项目“一带一路倡议下安徽省城市语言内涵建设及研究路径”(gxyq2018135)。
关键词
图文公益广告
概念整合
概念隐/转喻
在线认知机制
语用功能
image-text public-service advertising
conceptual blending
conceptual metaphor and metonymy
on-line cognitive mechanism
pragmatic function
