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引用次数: 2
摘要
在本文中，我们将尝试在里奥詹葡萄酒标签样本中提供多模态表示的分析。像线索这样的基本形式操作使我们能够呈现品牌名称、它们的起源、里奥江文化以及葡萄文化之间存在的转喻和隐喻关系。我们提出了四种图像隐喻模型和一种混合空间模型。这些概念映射在意义衍生中的作用与多模态类型以及酒标的交际功能有关。在本研究中，我们考虑了本体论转喻(Kovecses & Radden, 1998)、形式和内容认知操作(Ruiz de Mendoza, 2001、2011)以及多模态表征(Forceville, 2005、2009)。
Representaciones multimodales de metáforas y metonimias en las etiquetas de vino de la D.O. ca. Rioja
In this paper, we will try to offer an analysis of multimodal representations in a sample of Riojan wine labels. Basic formal operation such as cueing has allowed us to present metonymic and metaphoric relations existing between brand names, their origins, Riojan culture as well as viticultural aspects. We present four models of pictorial metaphors and a model of blended space. The role of these conceptual mappings in meaning derivation is relevant in multimodal genre as well as in the communicative functions of wine labels. In this study we have considered ontological metonymies (Kovecses & Radden, 1998), formal and content cognitive operations (Ruiz de Mendoza, 2001, 2011) as well as multimodal representations (Forceville, 2005, 2009).
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