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近年来,图文隐喻等不同模态的多模态隐喻成为欧美语言学家研究的重点,本文从模因论的角度出发,根据广告的语类特点及其在构成广告时所占的比例,将中英文商业广告中的图片和文字生成的图文隐喻进行分类:以图为主、图文并重和以文为主的图文隐喻,并分析其具体运作方式,以期拓宽图文隐喻的研究范畴。
In recent years, multi-modal metaphors such as graphic metaphors have become the focus of European and American linguists. From the perspective of memetics, based on the taxonomic characteristics of advertisements and their proportion in forming advertisements, The graphic metaphors generated by pictures and texts in Chinese and English commercials are classified into the following categories: the graphic metaphors which are mainly pictures, the graphic texts and the texts, and the specific operation modes are analyzed to broaden the research of graphic metaphors category.