期刊论文

Exploration of the Multi-modal Metaphor and Metonymy in Public Service Advertisement about the Inheritance of Culture on CCTV——Taking Chinese Traditional Culture and Hands for Example

中文

传媒论坛

2096-5079

2020

3

21

1-2+4

10.3969/j.issn.2096-5079.2020.21.001

湖南省教育厅资助科研项目“中英公益广告多模态隐喻研究”(17C0233)。

本校为第一机构

央视公益广告《中华传统文化"手"篇》借助"手"符号建构多模态主题隐喻:传承中华文化是动手实践,并通过借喻用不同的手的图像指代文化传承人。多模态隐喻的源域主要由包含手部动作的图像模态构成,而目的域由语言模态和音乐模态构成。图像、语言和音乐等不同模态协同互补,共同构建主题意义。广告中大量应用手符号来构建多模态隐喻和转喻,既体现了广告的独特创意,也有效地传播了传承中华文化的主题。

Chinese Traditional Culture and Hands is a piece of public service advertisement designed and broadcast by CCTV.By focusing on symbols of Hands,the multimodal metaphor is constructed to reveal the theme about the inheritance of Chinese traditional culture.Different hands in the pictures of advertisement are used to stand for the inheritors of Chinese traditional culture through metonymy.The source domains of the multimodal metaphor consist of the pictures about the movements of hands,while the target domains are composed of phrases in captions and music.These modes of picture,language and musi...