企业标识中多模态隐喻的意义构建——以中国三大电信企业标识为例

Forceville提出的多模态隐喻,使隐喻的研究结合了视觉、听觉等不同模态来进行。由图形和文字等视觉符号组成的企业标识中有典型的多模态隐喻的运用。从多模态隐喻所涉及的源域和目标域之间的映射、企业标识所处的特定语境以及各模态之间相互作用三个角度对中国三大电信企业标识中的多模态隐喻意义建构进行解读,以期达到为多模态隐喻的实际应用以及企业标识的综合研究提供参考的目的。

The Meaning Construction of Multimodal Metaphors in Corporation Logos -Taking Three Telecommunication Corporations of China for Examples

The idea of multimodal metaphor put forward by Forceville, enlarged the scope of research on metaphor by combining it with the visual and audio modals. Corporation logos made of visual symbols such as pictures, character and so on use typical multimodal metaphors. In order to promote the practical application of multimodal metaphor and study of corporation logo, it interprets the meaning construction of multimodal metaphors in the logo of three telecommunication corporations of China from three perspectives： the mapping between the source domain and the target domain in multimodal metaphors; the specific context where corporation logos appear and the interaction of different modals.