《河南形象篇》多模态隐喻和转喻研究
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摘要
运用多模态隐喻转喻理论对《河南形象篇》进行研究,分析其中的多模态符号对河南形象对外宣传的作用。语篇分析表明:其主要存在两种多模态隐喻认知表征方式即"河南是人"和"河南是实体",其主要存在两种转喻方式即"以部分带整体"和"以行为代施事"。同时发现,多模态隐喻和转喻宣传片具有动态性和跨域性的特点。语篇中的多模态隐喻和转喻帮助营造了新时代下河南新形象——经济发展迅速,文化丰富多彩,人民安居乐业。本研究验证了多模态隐喻理论的实用价值,凸显了在当代信息社会中识解多模态隐喻和转喻的重要意义。
This paper utilizes multi-modal metaphor and multi-modal metonymy theory to discuss the advertising discourse of Image of Henan and analyses the impact of multi-modal symbols on its image publicity. The analysis shows that there are dual cognitive representations of multi-modal metaphor in the discourse,that is, " Henan bears humanity" and " Henan is entity",attached respectively to the paired metonymies,namely, " Part represents the whole" and " Manner replaces behavior". Meanwhile,it is found that this publicity film has double features of being dynamic and cross-domain. Multi-modal metaphor and metonymy in the discourse have created a new image of Henan in the new era: rapid economic development,rich and colorful culture,people living and working in peace and contentment. Therefore,this study verifies the practical value of multi-modal metaphor theory and highlights the significance of understanding multi-modal metaphor and metonymy in the modern information society.
This paper utilizes multi-modal metaphor and multi-modal metonymy theory to discuss the advertising discourse of Image of Henan and analyses the impact of multi-modal symbols on its image publicity. The analysis shows that there are dual cognitive representations of multi-modal metaphor in the discourse,that is, " Henan bears humanity" and " Henan is entity",attached respectively to the paired metonymies,namely, " Part represents the whole" and " Manner replaces behavior". Meanwhile,it is found that this publicity film has double features of being dynamic and cross-domain. Multi-modal metaphor and metonymy in the discourse have created a new image of Henan in the new era: rapid economic development,rich and colorful culture,people living and working in peace and contentment. Therefore,this study verifies the practical value of multi-modal metaphor theory and highlights the significance of understanding multi-modal metaphor and metonymy in the modern information society.
引文
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[3]赵秀凤.概念隐喻研究的新发展——多模态隐喻研究——兼评Forceville&Urios-Aparisi《多模态隐喻》[J].外语研究,2011(1):1-10.
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[5]赵秀凤.多模态隐喻构建的整合模型——以政治漫画为例[J].外语研究,2013(5):1-2.
[6]吕艳,戈玲玲.外宣英文网站中多模态隐喻表征及语类特征研究——基于小型超文本语料库“中国梦”的个案研究[J].上海翻译,2017(2):17-23.
[2]张辉,展伟伟.广告语篇中的多模态转喻与隐喻动态构建[J].外语研究,2011(1):16-23.
[3]赵秀凤.概念隐喻研究的新发展——多模态隐喻研究——兼评Forceville&Urios-Aparisi《多模态隐喻》[J].外语研究,2011(1):1-10.
[4] Forceville C. Pictorial Metaphor in Advertising[M]. London/New York:Routledge,1996.
[5]赵秀凤.多模态隐喻构建的整合模型——以政治漫画为例[J].外语研究,2013(5):1-2.
[6]吕艳,戈玲玲.外宣英文网站中多模态隐喻表征及语类特征研究——基于小型超文本语料库“中国梦”的个案研究[J].上海翻译,2017(2):17-23.