从多模态话语分析视角看广告语言的映像象似性

语言的象似性指语言的表达形式与其表达的内容之间有某种象似关系。在广告英语中,映像象似性广泛存在于语言的音系、排版、字体等多模态手段中,是人们有意识使用的一种手段。搜集大量21世纪以来的品牌广告语料,试图通过多模态话语分析理论对英语广告中映像象似原则及其功能进行较为全面的分析,从而说明映像象似性理论在广告语言中的恰当运用,并证明认知语言学的相似性与功能语言学的多模态话语分析相结合的新领域研究方向。

On the Imagic Iconicity of Advertising English——From the perspective of multimodal discourse analysis

Iconicity,an essential part of cognitive linguistics,regards that there exists an inherent connection between linguistic form and language content.In advertising English,the multimodality elements of sound patterns,form arrangement,graphological forms and etc.are purposely used to reflect imagic iconicity.With a number of advertising English used in the famous brands of 21st century,this paper analyzes the principle and the function of imagic iconicity in creating advertising English based on the theory of multimodal discourse analysis.It is hopefully believed that the elaboration of the nature of advertising English with imagic iconicity theory leads to a new approach of multimodal discourse analysis which blends iconicity of cognitive linguistics with functional linguistics.