摘要
隐喻源自体验与文化的相互作用,文化内涵与其概念隐喻的结构一致。认知框架下的多模态隐喻蕴含文化传统,传递价值观念,影响人们的意识形态。本文基于Forceville的多模态隐喻理论和Lakoff&Johnson的双域映射框架,采用定性和定量分析的方法,从收集和整理的97则央视公益广告中选取13则广告作为研究语料,分析多模态隐喻在央视公益广告中的构建及其隐喻的文化内涵和价值理念,旨在提高观众对广告中多模态文化隐喻的识解能力,增强道德意识,规范自身行为,进而更好地继承和发扬中国优秀文化传统和价值观念,促进和谐社会的构建。本文的研究结果在一定程度上丰富了多模态隐喻研究的文化价值和公益广告的语类研究视角。
Metaphor originates from the interaction between self-experience and culture. The connotation ofculture is consistent with the structure of its conceptual metaphor. Multimodal metaphors, in the cog-nitive framework, imply cultural traditions, transmit values and influence people's ideology. Based onthe theory of Forceville's multimodal metaphor and Lakoff & Johnson's cross domain mapping frame-work, with the help of qualitative and quantitative analysis methods, this paper selects 13 publicservice advertisements as research corpus from the 97 CCTV public service advertisements to analyzethe construction of multimodal metaphor in CCTV public service advertisements and their culturalconnotations and values. In this way, we hope to improve the audience's ability to recognize and un-derstand multimodal metaphors in advertising, improve their moral consciousness and standardizetheir behaviors, so as to make them better inherit and carry forward Chinese excellent culturalvalues, and promote the construction of a harmonious society. The results enrich the cultural value ofmultimodal metaphor research and the genre research in public service advertising.
作者
孙小孟
SUN Xiaomeng(School of Foreign Languages,Chongqing University of Arts and Sciences,Chongqing 402160,China)
出处
《外文研究》
2020年第2期8-14,105,共8页
Foreign Studies
基金
国家社会科学基金西部项目“‘一带一路’话语体系建设中多模态话语的文化隐喻研究”(19XYY008)
重庆市教育委员会人文社会科学研究项目“多模态视阈下文化隐喻的认知与传播机制研究”(18SKGH122)。
