A Contrastive Study on Representation Types of Multimodal Metaphor in English and Chinese Advertisement Discourses

IF 1.4 2区文学 0 LANGUAGE & LINGUISTICS

Multilingua-Journal of Cross-Cultural and Interlanguage Communication Pub Date : 2021-06-26 DOI:10.3968/12182

Youwen Yang

引用次数: 0

Abstract

Taking automobile advertisements as example and based on a self-established corpus, this paper conducts an English-Chinese contrastive study on representation types of multimodal metaphor. We find that English-Chinese representation types of multimodal metaphor show some similarities as well as differences, which may be closely related to the cognitive continuity and cultural diversity. The contrastive study testifies and enriches the Conceptual Metaphor Theory (CMT) and facilitates the further development of advertising creativity approaches.

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英汉广告语篇中多模态隐喻表征类型的对比研究

本文以汽车广告为例，在自建语料库的基础上，对多模态隐喻的表征类型进行了英汉对比研究。我们发现，英汉多模态隐喻的表征类型既有相似之处，也有差异，这可能与认知的连续性和文化的多样性密切相关。这一对比研究证明和丰富了概念隐喻理论，促进了广告创意方法的进一步发展。

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

Multilingua-Journal of Cross-Cultural and Interlanguage Communication Multiple-

CiteScore

5.20

自引率

13.00%

发文量

期刊介绍： Multilingua is a refereed academic journal publishing six issues per volume. It has established itself as an international forum for interdisciplinary research on linguistic diversity in social life. The journal is particularly interested in publishing high-quality empirical yet theoretically-grounded research from hitherto neglected sociolinguistic contexts worldwide. Topics: -Bi- and multilingualism -Language education, learning, and policy -Inter- and cross-cultural communication -Translation and interpreting in social contexts -Critical sociolinguistic studies of language and communication in globalization, transnationalism, migration, and mobility across time and space