摘要
文章从认知的角度对一则多模态广告语篇的意义进行探讨,旨在以概念转喻和隐喻为切入点,聚焦隐喻性多模态广告语篇中整体意义的动态构建过程。在概括总结多模态隐喻特点的基础上,本文指出,隐喻性多模态语篇整体意义的产生源于在转喻和隐喻互动基础上进行的概念合成。从认知构建的角度对语篇加以研究有助于从本质上阐释多模态广告实现劝说和审美功能的心理动因。
This paper conducts a cognitive study of a multimodal discourse in order to provide a new focus on dynamic process of integrative meaning construction of the metaphorical multimodal discourse.Based on the generalization of features of multimodal metaphor,this paper proposes that the integrative meaning of metaphorical multimodal discourse derives from a complex conceptual blending involved with interplay of metonymy and metaphor.It reveals that the cognitive approach helps to explain the psychological motivations for the persuasive and aesthetic function.
出处
《北京科技大学学报（社会科学版）》
2010年第4期18-24,30,共8页
Journal of University of Science and Technology Beijing(Social Sciences Edition)
关键词
多模态隐喻
多模态转喻
概念合成
multimodal metonymy
multimodal metaphor
conceptual blending
