北京航空航天大学学报(社会科学版) ›› 2014, Vol. 27 ›› Issue (4): 99-103.DOI: 10.13766/j.bhsk.1008-2204.2013.0490

• 语言与文学 • 上一篇    下一篇

隐喻与转喻的非言语和多模态表征认知建构——以一部香水广告片为例

邓宇   

  1. 北京航空航天大学外国语学院, 北京 100191
  • 收稿日期:2013-10-28 出版日期:2014-07-25 发布日期:2014-07-23
  • 作者简介:邓宇(1985-),男,四川营山人,讲师,博士研究生,研究方向为认知语言学。
  • 基金资助:
    四川省教育厅科研项目(13SB0141)

On Cognitive Representation of Nonverbal and Multimodal Metaphor and Metonymy:a Case Study of a Perfume Commercial

Deng Yu   

  1. School of Foreign Languages, Beijing University of Aeronautics and Astronautics, Beijing 100191, China
  • Received:2013-10-28 Online:2014-07-25 Published:2014-07-23

摘要: 隐喻和转喻是思维方式和认知手段,已有足够的语言证据支撑这一论断,但相比之下,非言语隐喻、转喻的研究却受到轻视。为深化隐喻、转喻的概念本质,以香奈儿5号香水广告片为例,分析片中的概念隐喻“爱情是一场旅行”和概念转喻“香水代表爱情/爱人”如何通过视觉、嗅觉、听觉和触觉等非言语模态之间的互动建构广告意义。研究表明多模态隐喻、转喻在广告中可巧妙构筑认知与劝说的关系,提升广告的感染力。

关键词: 隐喻, 转喻, 非言语, 多模态, 广告, 认知

Abstract: Metaphor and metonymy are ways of thinking, and there is adequate linguistic evidence in support of this claim. However, the present research of conceptual metaphor and conceptual metonymy has a preference to verbal manifestations over nonverbal manifestations. This paper analyzes the nonverbal and multimodal metaphors and metonymies in the advertising movie of Chanel No 5 perfume: LOVE IS A JOURNEY and THE PERFUME STANDS FOR LOVER/LOVE, which involve the interaction of the visual mode, aural mode, olfactory mode, and tactile mode, etc. Multi-modal metaphors and metonymies contribute to the representation of the relation between cognition and persuasion in advertising.

Key words: metaphor, metonymy, non-verbal, multimodal, advertising, cognition

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