北京第二外国语学院学报 ›› 2017, Vol. 39 ›› Issue (6): 40-56.DOI: 10.12002/j.bisu.099

• 语言学研究(多模态专栏) • 上一篇    下一篇

反腐倡廉公益平面广告中的多模态隐喻和转喻

刘 银 杨文彬   

  1. 刘银,北京外国语大学英语学院
    杨文彬,北京外国语大学英语学院
  • 收稿日期:2017-02-23 出版日期:2017-12-15 发布日期:2018-03-19
  • 作者简介:刘银,北京外国语大学英语学院,100089,研究方向:认知语言学、隐喻研究。电子邮箱:13388376383@163.com 杨文彬,北京外国语大学英语学院,100089,研究方向:文体学、多模态语篇分析。
  • 基金资助:
    本文系中央高校基本科研业务费专项资金资助项目“公益电视广告中多模态隐喻的表征类型”(项目编号:2017JX005)成果。感谢两位匿名评审专家的宝贵意见,疏忽之处皆乃作者之责。

Multimodal Metaphors and Metonymies in Printed Anti-corruption Advertisements

LIU Yin / YANG Wenbin     

  1. School of English and International Studies, Beijing Foreign Studies University, Beijing 100089, China
  • Received:2017-02-23 Online:2017-12-15 Published:2018-03-19

摘要: 本文系统探究了130 幅反腐倡廉平面广告中出现的多模态隐喻和转喻现象。研究主要发现:(1)广告中的多模态隐喻和转喻主要用于呈现“腐败者”“腐败”“惩治”“廉洁者” 和“廉洁”五大主题;(2)广告中的多模态隐喻和转喻根据思维中的相关概念隐喻和概念转喻, 呈规律性、系统性分布:多模态隐喻主要基于[高级物体/ 特征是低级物体/ 特征][抽象概念是具体物体]及[动作是力的施加]三大概念隐喻,多模态转喻则主要体现[范畴定义特征代范畴][物体组成部分代物体][工具代动作][符号代概念][物品代相关概念]和[物品代相关人员]六大概念转喻;(3)“阐释”“赞誉”“批判”“警示”“凸显”等言语行为依托多模态隐喻和转喻得以实现,进而行成反腐倡廉主题构建的基本策略——己方合法化和对方非法化, 最终实现反腐倡廉主题的构建。隐喻和转喻既是思维的产物也是社会表征的重要呈现形式,因此本文对提高多模态隐喻和转喻研究的系统性以及把握当前反腐倡廉的主流价值取向有所助益。

关键词: 多模态隐喻, 多模态转喻, 概念隐喻, 概念转喻, 反腐倡廉

Abstract: On the basis of 130 printed anti-corruption advertisements, the present study gives a systematic account of the multimodal metaphors and metonymies occurring in such genre. The findings are as follows: (1) The multimodal metaphors and metonymies center around five major topics: “corrupt officials”“corruption”“p unishment”“upright officials” and “uprightness”. (2) The multimodal metaphors are mainly grounded in three conceptual metaphors: HIGH LEVEL THING/ATTRIBUTE IS LOW LEVEL THING/ATTRIBUTE, ABSTRACT CONCEPT IS CONCRETE OBJECT and ACTION IS THE EXERTION OF FORCE; The multimodal metonymies are rooted in six conceptual metonymies: DEFINING PROPERTY FOR CATEGORY, PART OF THE THING FOR THE WHOLE THING, INSTRUMENT FOR ACTION, SIGN FOR CONCEPT, OBJECT FOR CONCEPT and OBJECT FOR RELEVANT PEOPLE. Therefore, the multimodal metaphors and metonymies detected from the data exhibit an orderly and systematic manifestation. (3) The multimodal metaphors and metonymies perform the acts of the clarifying, praising, criticizing, warning and highlighting which form into the basic strategy for the construction of the theme of “combating corruption and upholding integrity”. The strategy is labeled as self-legitimization and other-delegitimization. Metaphors and metonymies are conceptual in nature but also serve as mirrors reflecting social representations. This paper thus aids to enhance the systematicity of multimodal metaphor and metonymy researches and promote the mainstream value of anti-corruption.

Key words: conceptual metaphor, conceptual metonymy, multimodal metaphor, multimodal metonymy, combating corruption and upholding integrity

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