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本文首先以概念转喻和隐喻为切入点,从认知的角度分析一则多模态广告语篇的意义构建,探讨多模态广告语篇中多模态隐喻两域之间的抽象与具体性,以及图文关系,旨在表明隐喻性多模态语篇意义构建过程是转喻与隐喻相互整合的动态过程。本文认为多模态隐喻研究更有助于彰显隐喻的动态构建本质,从认知角度对广告语篇加以研究有助于从根本上了解多模态广告实现劝说和审美功能的心理动因。
This paper starts with conceptual metonymy and metaphor, analyzes the meaning construction of a multimodal advertising discourse from a cognitive perspective, and explores the abstraction and concreteness of multimodal metaphorical domains in multimodal advertising discourse Sexuality, and the relationship between graphic and text, aims to show that the construction of metaphorical multimodal discourse meaning is the dynamic process of the integration of metonymy and metaphor. This paper argues that multi-modal metaphor research can help to highlight the dynamic construction essence of metaphor. Studying advertising texts from a cognitive perspective helps to understand fundamentally the psychological motivation of multimodal advertisements in persuasion and aesthetic functions.