俄语非商业广告的多模态隐喻浅析

Analysis of Multimodal Metaphors in Russian Non-Commercial Advertising

摘要: 随着国家综合实力的不断提升以及“一带一路”倡议的深入推进，我国越来越重视叙事能力的提升和话语体系的构建。本研究运用多模态隐喻理论对从LIME，ИДЕЯ，ТОЧНО等广告大赛以及YouTube网站上收集的近5年的俄语非商业广告进行分析归纳与总结，探究出俄语非商业广告中多模态隐喻的源域类型主要包括：人作为源域的多模态隐喻；自然作为源域的多模态隐喻；人工制品作为源域的多模态隐喻。俄语非商业广告中多模态隐喻的主要功能为：表现力功能、语用功能和评价功能。在一定程度上能够反映俄罗斯社会的主流价值观、认知方式和思想态度，管窥俄罗斯媒体的话语叙事方式，进而提高跨文化交际能力。

Abstract: With the continuous improvement of the country’s comprehensive strength and the in-depth promotion of the “One Belt, One Road” initiative, our country pays more and more attention to the improvement of narrative ability and the construction of discourse system. In this study, the multimodal metaphor theory is applied to analyze and summarize the non-commercial advertisements in Russian collected from LIME, ИДЕЯ, ТОЧНО and other advertisement competitions as well as YouTube website in the past five years, and it is found out that the types of source domains of multimodal metaphors in the non-commercial advertisements in Russian include: multimodal metaphors with human as the source domain; multimodal metaphors with nature as the source domain; and multimodal metaphors with artifacts as the source domain. The main functions of multimodal metaphors in Russian non-commercial advertisements are expressive, pragmatic and evaluative. To a certain extent, they can reflect the mainstream values, cognitive styles and ideological attitudes of Russian society, give a glimpse into the narrative style of Russian media discourse, and thus improve intercultural communication skills.