作　　者： ;

机构地区： 华南师范大学外国语言文化学院

出　　处： 《海外英语》 2014年第23期226-228,共3页

摘　　要： 文章基于认知语言学的概念隐喻理论,对两则中外可口可乐广告中的多模态隐喻及其符号系统进行了对比分析,以探寻两者隐喻产生机制存在差异的原因和多模态隐喻的显著特征。结果发现:1)中外广告都存在两种基本隐喻系统,但事件结构隐喻差异较大;2)中外广告都使用了视觉和听觉模态,但是模态内部符号的侧重有所不同;3)隐喻产生机制存在差异的原因主要是认知和文化的不同;4)多模态隐喻着实有不同于纯语言隐喻的特性。 Based on Conceptual Metaphor Theory in the field of cognitive linguistics, the article made a comparison about multimodal metaphors and their semiotic systems in the two Chinese and foreign Coca Cola advertisements, so as to investigate the reason of the difference in their metaphor production and the prominent features of multimodal metaphor. The result showed that:1)They both have two basic metaphor systems, but the Event Structure metaphor is remarkably different. 2)They both use visual and auditory modal, but the semiotic systems of the latter one are different. 3)The difference of their metaphor production mechanism can be attributed to the difference of cognition and culture. 4)Indeed, multimodal metaphor has some characters other than metaphor in pure language.

关 键 词： 多模态隐喻 认知语言学 电视广告 可口可乐 中外对比

领　　域： [语言文字] [语言文字]