Abstract: In view of the categorical features of multimodal promotional discourse, the cognitive c mechanism is analyzed from the perspectives of multimodal metaphor, multimodal metonymy and their interactions. The functions of metaphor and metonymy in multimodal discourses, as is shown by the research findings, bear their own emphases. Metonymies serve as cohesive devices in the organization of the discourse, while metaphors are found to play irreplaceable roles in the representation of the propagandas theme and more importantly function as important coherent devices. The two, performing their own functions with mutual effects on each other, create and manifest the thematic meanings of the discourse with the strengths of various modalities and make the whole discourse innately cohesive and coherent.

Key words: promotional discourse, multimodal metaphor, multimodal metonymy, cognitive mechanism

摘要： 结合多模态宣传语篇的语类特征，以2014年体操世锦赛宣传片为例，从多模态转喻和多模态隐喻及二者互动三方面研究多模态宣传语篇的认知机制。多模态转喻和隐喻的语篇功能各有侧重：不同类型的转喻作为衔接手段参与语篇的组织，而隐喻在架构并表征宣传片主题的同时更是多模态语篇重要的连贯手段；两者在语篇的推进过程中发挥各自功能又相互影响，围绕宣传目的利用不同模态各自的优势表征语篇的主题意义，并使语篇达到内在的衔接与连贯。

关键词: 宣传语篇, 多模态转喻, 多模态隐喻, 认知机制