[1]叶朝成,魏林杰. 概念整合视角下多模态隐喻的意义构建研究——以野生动物保护公益广告为例[J].湖北工业大学学报,2021,(3):83-86+107.
　YE Chaocheng,WEI Linjie. A Study for the Meaning Construction of Multimodal Metaphor from the Perspective of Conceptual Blending Theory—A Case Study of Wild Animal Protection Public Service Advertisements[J].,2021,(3):83-86+107.
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 概念整合视角下多模态隐喻的意义构建研究
——以野生动物保护公益广告为例()
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《湖北工业大学学报》[ISSN:1003-4684/CN:42-1752/Z]

卷:
期数:
2021年第3期
页码:
83-86+107
栏目:
湖北工业大学学报
出版日期:
2021-06-23

文章信息/Info

Title:
 A Study for the Meaning Construction of Multimodal Metaphor from the Perspective of Conceptual Blending Theory
—A Case Study of Wild Animal Protection Public Service Advertisements
文章编号:
1003-4684(2021)03-0083-04
作者:
 叶朝成;  魏林杰
 湖北工业大学外国语学院， 湖北 武汉 430068
Author(s):
 YE Chaocheng;  WEI Linjie
School of Foreign Languages, Hubei Univ, of Tech., Wuhan 430068,China
关键词:
 ; 野生动物保护公益广告;  概念整合理论;  多模态隐喻;  意义构建
Keywords:
 ; wild animal protection public service advertisement;  conceptual blending theory;  multimodal metaphor;  meaning construction
分类号:
H030
文献标志码:
A
摘要:
 以Fauconnier和Turner的概念整合理论为基础，选取典型的野生动物保护公益广告隐喻进行个案解析，探索该语类中多模态隐喻意义构建过程。研究表明在野生动物保护公益广告中，主要通过颜色，文字和图像协同参与多模态隐喻意义构建，而概念整合理论通过整合模型能够更有力的阐释多模态隐喻意义的动态构建。
Abstract:
 From the perspective of conceptual blending theory put forward by Fauconnier and Turner,this paper selects several representatives of wild animal protection public service advertisements and aims to explore how the meaning of multimodal metaphor is constructed. The current paper shows that color,image and text mainly contribute to the meaning construction of multimodal metaphor in wild animal protection public service advertisements. And conceptual blending theory can better show the dynamics of meaning construction of multimodal metaphor.

参考文献/References:

[1] ARISTOTLE. Rhetoric and poetics[M]. New York: The Modern Library, 1954.
[2] LAKOFF G, JOHNSON M. Metaphors we live by[M]. Chicago: University of Chicago Press, 1980s. 
[3] FORCEVILLE C. Pictorial metaphor in advertising[M]. London: Routledge, 1996.
[4] FORCEVILLE C. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research[C]// G. Kristiansen, M. Achard, R. Driven & F. Ruiz de Mendoza Ibanez. Cognitive Linguistics: Current Applications and Future Perspectives, Berlin/ New York: Mouton de Gruyter, 2006.
[5] LANTOLF J P, BOBROVA L. Happiness is drinking beer: A cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials[J]. International Journal of Applied Linguistics, 2012, 22(1): 42-66.
[6] YU.Nonverbal and multimodal manifestation of metaphors and metonymies:A case study[C]//C.Forceville & E.Urios-Aparisi(Eds.),Multimodal Metaphor.Berlin/New York:Mouton de Gruyter,2009a.
[7] 赵秀凤. 概念隐喻研究的新发展——多模态隐喻研究——兼评 Forceville & Urios-Aparisi《多模态隐喻》[J]. 外语研究, 2011(1):1-10.
[8] 蓝纯,蔡颖.电视广告中多模态隐喻的认知语言学研究——以海飞丝广告为例[J].外语研究, 2013(5):17-23.
[9] 赵秀凤.多模态隐喻构建的整合模型——以政治漫画为例[J].外语研究,2013(5):1-8+112. 
[10] FAUCONNIER C, TURNER M. The way we think: conceptual blending and the mind’s hidden complexities[M]. New York: Basic Books, 2002.

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备注/Memo

备注/Memo:
［收稿日期］ 2020-12-11
［第一作者］ 叶朝成(1961-)， 男， 湖北钟祥人，湖北工业大学教授，研究方向为二语习得和外国语言学
［通信作者］ 魏林杰(1994-)， 女， 河南周口人，湖北工业大学硕士研究生，研究方向为外国语言学及应用语言学
更新日期/Last Update: 2021-06-24