摘要
多模态隐喻研究关注最多的语类是广告,以平面广告居多,一般是从认知视角分析。本文借鉴系统功能视角下多模态隐喻的构建方式,结合认知语言学的观点,分析六则中外奔驰汽车电视广告中的多模态隐喻,探讨跨文化背景下多模态隐喻表征方式的异同,文化规约对广告中多模态隐喻构建的作用,在映射中的文化内涵。对动态广告的跨文化研究有助于多模态隐喻研究方法和角度的纵深发展。
The focal genre in multimodal metaphor research is advertisement, especially in print advertisement from cognitive perspective. By referring to the construction methods of systemic function on multimodal metaphor and the view of cognitive lin- guistics, this paper analyzes the multimodal metaphors in six Mereede - Benz TV advertisements at home and abroad. Based on the analysis, it explores the similarities and differences of multi - modal metaphor representation modes under the cross - culture background, the influence of cultural convention on the construction of multimodal metaphors in advertising and its cultural connotation in mapping. Cross - cultural research into dynamic advertisements is beneficial to the methods and angles of in - depth multimodal metaphor study.
出处
《学术探索》
CSSCI
北大核心
2016年第3期103-108,共6页
Academic Exploration
基金
四川省教育厅2015年一般项目(15SB0117)
关键词
多模态隐喻
奔驰汽车
汽车广告
跨文化
multimodal metaphor
Mercedes - Benz
auto advertising
cross culture
作者简介
蒲秋菊（1982-），女，四川南充人，川北医学院外国语言文化系讲师，主要从事语言学、外语教学研究。
