| Metaphor has been widely acknowledged by the linguistic field as a cognitive tool to recognize the world. Researches on metaphor have become an important research topic of cognitive linguistics. And studies on multimodal metaphor have been developing fast led by Forceville and other scholars. TV Public Service Advertisement, as a multimodal discourse, contains rich multimodal metaphors. Therefore, it is valuable and significant data in studies on the multimodal metaphor. In this thesis, studies on multimodal metaphors in TV PSA have been made, and mainly three research questions are answered. (1) What are the processes of meaning construction of multimodal metaphors in TV PSAs based on CBT? (2) How are different modes interacted specifically in meaning construction of multimodal metaphors? (3) How is discourse coherence of the TV PSAs achieved through the multimodal metaphors?The theoretical framework of this thesis is Concept Blending Theory. The author chooses three recent excellent TV PSA as representatives as research materials from hundreds of TV PSAs by means of pilot analysis. Based on the selected data, the dynamic construction processes of multimodal metaphors and their function towards discourse coherence are analyzed and discussed and following findings and results are achieved:1. Improved blending network proposed used in this thesis applies to the construction process of multimodal metaphors in TV PSAs. This process can be divided into three steps:under the effect of grounding box,1) identifying input spaces; 2) cross-space mapping and selectively projecting to the blended space under the constraint of generic space; 3) forming emergent structure through cognitive processes of composition, completion and elaboration. Blending networks of multimodal metaphor in TV PSAs mainly include single-scope network and double-scope network.2. In the selected data, moving picture and written word are the most important modes in the construction process of source space and target space. Written words supplement and explain what is told by moving pictures and make multimodal metaphors get across more clearly and concretely. Sound, gesture and spoken voice participate in constructing multimodal metaphors in some advertisement. Spoken voice expresses the same meaning with some written words but it activate the audience's hearing sense, making the metaphor more striking and direct to comprehend. There are basically two situations where sound and gesture take part in the construction of multimodal metaphor. One is that they are indispensible in constructing the input and act a role of transition and trigger to the next important phenomenon. The other is that they supplement and strengthen what are told by moving pictures and written words. Background music is shared by two inputs and acts a role of assistant in constructing metaphors.3. Multimodal metaphors attributes to the formation of discourse coherence in TV PSAs. In surface cohesion level of the discourse, extensibility of metaphor and the cohesion chain together achieve the discourse cohesion. The concept of semantic field contributes to the formation of cohesion chain. Cohesion chain of metaphors in the selected advertisement includes three types in the aspect of structure, that is, liner cohesion chain, paralleled progression cohesion chain and net cohesion chain. In the deep coherence level, cross-space mapping, projection and blending make contribution to the formation of inner-coherence of multimodal metaphors. Besides, the surface-deep-surface structure determined by CBT is the basis of the formation of logical coherence in the level of structure. |
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