| 概念整合理论下多模态公益广告意义建构 |
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| 引用本文： | 张峻,王斌. 概念整合理论下多模态公益广告意义建构[J]. 浙江万里学院学报, 2012, 25(2): 43-47 |
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| 作者姓名： | 张峻 王斌 |
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| 作者单位： | 上海理工大学,上海,200093 |
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| 摘 要： | 多模态公益广告通过图文并茂的方式来传达信息，图片与文字之间相互作用．共同建立广告的意义。这一意义建构的过程需要通过概念整合来进行分析。通过概念整合理论的四种不同整合模式，可以将多模态广告分为四类。通过分类，可以将广告在所属概念整合框架下进行分析，从而可以揭示图片出与文字之间的关系，并解释广告意义是如何被建构的。
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| 关 键 词： | 多模态公益广告 意义建构 概念整合 整合模式 |
The Meaning Construction of the Multimodal Public Welfare Advertisements Through the Framework of CBT |
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| ZHANG Jun,WANG Bin. The Meaning Construction of the Multimodal Public Welfare Advertisements Through the Framework of CBT[J]. Journal of Zhejiang Wanli University, 2012, 25(2): 43-47 |
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| Authors: | ZHANG Jun WANG Bin |
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| Affiliation: | (University of Shanghai for Science and Technology,Shanghai 200093) |
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| Abstract: | Multimodal public welfare advertisements convey their messages through the combination of words and images. Words and images work together in order to construct the meaning of the advertisements. This process of meaning construction can be analyzed through conceptual blending. Based on the four blending models ,the relationships between the words and the images of the advertisements can be revealed,thus explaining how the meaning of the advertisements is construeLed. |
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| Keywords: | multimodal public welfare advertisements meaning construction conceptual blending blending models |
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