| 广告语篇中多模态隐喻的意义建构——以央视公益广告《Family》为例 |
| |
| 引用本文： | 何娟.广告语篇中多模态隐喻的意义建构——以央视公益广告《Family》为例[J].中州大学学报,2013(2):85-89. |
| |
| 作者姓名： | 何娟 |
| |
| 作者单位： | 东华理工大学外国语学院,南昌330013 |
| |
| 摘 要： | 现代科技和传媒技术的发展促使多种非语言符号诸如图像、声音、颜色等参与隐喻的构建,因此,有关多模态语篇中的隐喻越来越受到学者们的关注。文章以公益广告《Family》为例解读广告语篇中多模态隐喻的意义建构,进一步揭示广告中的文化内涵,以期为研究广告中的隐喻提供新的研究路向。
|
| 关 键 词： | 多模态隐喻 广告 源域 目标域 |
The Interpretation of Multimodal Metaphors in Advertisement Discourse--Based on a Public Service Advertisement Called Family |
| |
| HE Juan.The Interpretation of Multimodal Metaphors in Advertisement Discourse--Based on a Public Service Advertisement Called Family[J].Journal of Zhongzhou University,2013(2):85-89. |
| |
| Authors: | HE Juan |
| |
| Institution: | HE Juan (Foreign Language School,East China University of Technology, Nanehang 330013, China) |
| |
| Abstract: | As the modem science and technology and media technology develop rapidly, various non -verbal symbols are involved in the process of metaphor. Therefore, more and more scholars pay much attention to meta- phors in muhimodal discourses. The paper takes an example of a piece of advertisement called family to interpret the muhimodal metaphors, discovers the culture meaning and provides a new approach of studying metaphors in advertisement. |
| |
| Keywords: | multimodal metaphor advertisement source domain target domain |
| 本文献已被 CNKI 维普 等数据库收录！ |
