Poster, Poster on the Wall, Do you Really Mean It All?

Q2 Arts and Humanities

Research in Language Pub Date : 2019-06-01 DOI:10.2478/rela-2019-0010

M. Platonova

引用次数: 0

Abstract

Abstract The tendency to create messages using the elements belonging to different semiotic systems shifts our perception of a communicative act, contributing to the establishment of multimodal and intersemiotic communication practice. A visual metaphor is seen as one of the instances of a multimodal and intersemiotic message, which generates a text that is revealed gradually, uncovering numerous layers of meaning encoded within a metaphor and within visual, linguistic, and spatial settings it is placed in. The paper sets out to explore the notion of a visual metaphor and focuses on the application of the visual metaphor ‘global warming’ on posters created for the needs of public awareness campaigns, investigating simultaneous manifestation of iconic and metaphorical mappings in the given visual metaphor.

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海报，墙上的海报，你真的是认真的吗？

使用属于不同符号学系统的元素创造信息的趋势改变了我们对交际行为的感知，有助于建立多模态和跨符号学的交际实践。视觉隐喻是一种多模态和跨符号学的信息，它产生了一个逐渐揭示的文本，揭示了隐喻以及它所处的视觉、语言和空间环境中编码的多层意义。本文探讨了视觉隐喻的概念，重点研究了“全球变暖”这一视觉隐喻在公共宣传活动海报上的应用，研究了在给定的视觉隐喻中，图示和隐喻映射的同时表现。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Research in Language Arts and Humanities-Language and Linguistics

CiteScore

0.40

自引率

0.00%

发文量

期刊介绍： Research in Language (RiL) is an international journal committed to publishing excellent studies in the area of linguistics and related disciplines focused on human communication. Language studies, as other scholarly disciplines, undergo two seemingly counteracting processes: the process of diversification of the field into narrow specialized domains and the process of convergence, strengthened by interdisciplinarity. It is the latter perspective that RiL editors invite for the journal, whose aim is to present language in its entirety, meshing traditional modular compartments, such as phonetics, phonology, morphology, syntax, semantics, and pragmatics, and offer a multidimensional perspective which exposes varied but relevant aspects of language, e.g. the cognitive, the psychological, the institutional aspect, as well as the social shaping of linguistic convention and creativity.