CAJ | 학술논문

以《2014南京青奥会口号宣传片》为语料，以概念隐喻和架构理论为分析框架，考察其中的多模态隐喻及其理解机制。研究发现：宣传片中使用的概念隐喻主要包括“LIFE IS JOURNEY”“LIFE IS STAGE”“LIFE IS SEASON”，这些隐喻通过语言、图像、动画、手势等模态来构建隐喻的源域；隐喻表达所激活的青春架构、合作架构、分享架构、包容架构等隐含并强化了“分享青春、共筑未来”的青奥精神，能够实现劝说宣传效果，提高公众接受度，为以后的体育赛事宣传提供相关借鉴。
이《2014남경청오회구호선전편》위어료，이개념은유화가구이론위분석광가，고찰기중적다모태은유급기리해궤제。연구발현：선전편중사용적개념은유주요포괄“LIFE IS JOURNEY”“LIFE IS STAGE”“LIFE IS SEASON”，저사은유통과어언、도상、동화、수세등모태래구건은유적원역；은유표체소격활적청춘가구、합작가구、분향가구、포용가구등은함병강화료“분향청춘、공축미래”적청오정신，능구실현권설선전효과，제고공음접수도，위이후적체육새사선전제공상관차감。
This paper aims at probing into the multimodal metaphor and its corresponding un-derstanding mechanism, based on “The Slogan Promo of 2014 Nanjing Youth Olympic Games”.It is found that:1)The conceptual metaphors sorted out in the promo are “LIFE IS JOURNEY”,“LIFE IS STAGE”,and “LIFE IS SEASON”,whose source domains are con-structed through language,image,animation and gesture,etc..2)The corresponding frames such as “Youth frame”,“Cooperation frame”,“Share frame”,“Inclusiveness frame”that are activated by metaphors imply and reinforce the spirits of “Youth Olympic Games”:“Share the Games,Share our Dreams”,thus can be pervasive in publicity.3)Frame can better explain the cognitive psychological process of understanding multimodal metaphor through its implied and reinforced values,and provide references for promoting the future sports events in order to im-prove the public acceptance.