多模态隐转喻在上海公益广告专列中的认知构建
Cognitive Construction of Multimodal Metaphor and Metonomy in Shanghai Public Service Advertising Subway

公益类广告可以通过图片、视频等多种模态将所要表达的源域呈现给人们，使人们能够通过这些形式认知到源域中所蕴含的隐喻意义，进而可以联想到目标域等标的物。地铁公益广告是一种新的信息传播形式，综合了文字、图像、动画、颜色等多种方式为一体，对宣传城市风貌有着极其重要的作用。本文以Lakoff & Johnson和Forceville以及Barcelon等学者的理论为基础，将上海公益广告专列中的作品分为几类，探讨该专列公益广告中所蕴含的多模态隐转喻及其认知构建，并分析如何运用多模态隐转喻符号来最大程度的传达公益观念并实现多模态认知的动态构建。
Public service announcements rely on words, image, video, music and other modes to present the source domain to the audience, so that the audience can fully recognize the metaphor meaning of the source domain, and then associate with the target domain and its target objects. Public service announcements in Subway is a new form of information dissemination that integrates text, image, animation, color and other ways, and plays an extremely important role in the publicity of city fea-tures. Based on the theories of Lakoff & Johnson, Forceville and Barcelon et al., this paper classifies the works of public service advertisement in the Shanghai Subway into several categories and dis-cusses the cognitive construction of multimodal metaphor and metonymy in the Shanghai public service advertising subway. It also analyzes how to use various multimodal symbols to convey the concept of public welfare to the greatest extent and realize the dynamic construction of multimodal cognition.