作　　者： ;

机构地区： 韶关学院外语学院

出　　处： 《韶关学院学报》 2018年第4期57-60,共4页

摘　　要： 多模态隐喻关注隐喻在多模态文本中的模式构建和路径阐释。以电视广告文本为例,探讨语言现象隐喻的基本概念及广告语篇的叙事进程;通过对图像、口头语言、书面语言、音乐、声响等元素的相互组配,建构新隐喻,实现广告多模态文本品牌特色。 Conceptual Metaphor Theory regards metaphor as a kind of cognitive instrument and thinking method through which people command abstract concepts via concrete phenomena. By conducting a multimodal metaphor analysis of one TV commercial, we finds that primary conceptual metaphors and event structure metaphors guide the main narrative progress of the commercials, and various elements suchas visual signs, spoken and written language, music, sound, are comprehensively organized to construct new metaphor to fulfill the purpose of setting up brand image and highlighting features of the product.

关 键 词： 概念隐喻理论 多模态隐喻 基本隐喻 诗意隐喻 电视广告

领　　域： [语言文字—英语]