多模态语篇的劝说功能——从认知看交通安全警示牌的宣传效度

摘要

Metaphor and metonymy have prevailing effects on the multimodal communication for interacting with each other in meaning construction. The traffic safety sign, as a kind of multimodal discourse, exerts its persuasive function by motivating the audience to get involved in identifying and understanding the concerned metaphor and metonymy. Based on the Conceptual Blending Theory, this paper conducts a constructive study on the two categories of traffic safety signs at the measurement of their effectiveness. It is found that the former yields stronger persuasive force for catering to the audience＇s cognition and psy- chology.%隐喻和转喻思维常见于多模式交际中，两者相互作用共同构建主题意义。交通安全警示牌作为一类多模态语篇，通过引导受众参与隐喻或转喻的识解来实现其劝说功能。本文基于概念整合理论对劝谏式和警醒式两类交通安全警示牌的宣传效度展开对比研究。发现前者的言后效果更符合受众的认知心理，故宣传效度更为理想。