英语平面食品广告的多模态隐喻研究
发布时间：2020-12-29 04:37
本研究以概念隐喻理论为理论框架,对于从www.adsoftheworld.com和www.welovead.com两个广告网站上选取的80幅平面食品广告进行认知视角的多模态隐喻研究。本研究通过分析平面食品广告中多模态隐喻的分布、意义构建以及影响意义构建的因素,旨在为读者理解平面食品广告提供认知依据。本研究依据隐喻识别标准(Forceville,1996:108),自建多模态隐喻标注流程,借助NVivo 12对80幅平面食品广告中出现的多模态隐喻进行标注与编码,并采用定性研究与定量研究相结合的方法分析多模态隐喻的分布规律与意义构建,旨在回答以下三个研究问题:(1)英语平面食品广告中的多模态隐喻是如何分布的?(2)英语平面食品广告中的多模态隐喻是怎样构建意义的?(3)英语平面食品广告中多模态隐喻的意义构建受到哪些因素的影响?研究发现:80幅平面食品广告中的多模态隐喻共计出现八类,其源域主要为“人物”、“植物”、“动物”、“物体”,次要为“战争”、“方位”、“旅程”和“乐趣”;平面食品广告中的多模态隐喻主要通过多模态触发机制实现模态互动,通过隐喻映射机制实现对映射属性的凸显或隐藏;影响平面食...
【文章来源】：吉林大学吉林省 211工程院校 985工程院校 教育部直属院校
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
内容提要
Synopsis
摘要
Abstract
Introduction
Research Background
Research Objectives
Research Significance
Thesis Organization
Chapter One Literature Review
1.1 Previous Studies on Advertising
1.1.1 An Overview of Advertising
1.1.2 Interdisciplinary Studies on Advertising
1.2 Previous Studies on Multimodal Metaphor
1.2.1 An Overview of Multimodal Metaphor
1.2.2 Cognitive Linguistic Studies on Multimodal Metaphor
1.2.3 Systemic Functional Linguistic Studies on Multimodal Metaphor
1.3 Summary
Chapter Two Theoretical Framework and Research Methodology
2.1 Theoretical Framework
2.1.1 An Overview of Conceptual Metaphor Theory（CMT）
2.1.2 Applicability of CMT in This Study
2.1.3 Application of CMT in This Study
2.2 Research Methodology
2.2.1 Research Questions
2.2.2 Data Collection
2.2.3 Data Annotation
2.2.4 Analytical Instruments
2.2.5 Research Procedure
Chapter Three Results and Discussion
3.1 Distribution of Multimodal Metaphors
3.1.1 Distribution of Major Multimodal Metaphors
3.1.2 Distribution of Minor Multimodal Metaphors
3.2 Meaning Construction of Multimodal Metaphors
3.2.1 Meaning Construction of Major Multimodal Metaphors
3.2.2 Meaning Construction of Minor Multimodal Metaphors
3.3 Factors Influencing Meaning Construction of Multimodal Metaphors
3.3.1 Diet and Consumption Concepts
3.3.2 Meaning Potential and Functions of Multimodal Signs
3.4 Summary
Conclusion
Major Findings
Implications
Limitations
Suggestions for Further Research
References
Appendix
作者简介及科研成果
Acknowledgements
本文编号：2945021
【文章来源】：吉林大学吉林省 211工程院校 985工程院校 教育部直属院校
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
内容提要
Synopsis
摘要
Abstract
Introduction
Research Background
Research Objectives
Research Significance
Thesis Organization
Chapter One Literature Review
1.1 Previous Studies on Advertising
1.1.1 An Overview of Advertising
1.1.2 Interdisciplinary Studies on Advertising
1.2 Previous Studies on Multimodal Metaphor
1.2.1 An Overview of Multimodal Metaphor
1.2.2 Cognitive Linguistic Studies on Multimodal Metaphor
1.2.3 Systemic Functional Linguistic Studies on Multimodal Metaphor
1.3 Summary
Chapter Two Theoretical Framework and Research Methodology
2.1 Theoretical Framework
2.1.1 An Overview of Conceptual Metaphor Theory（CMT）
2.1.2 Applicability of CMT in This Study
2.1.3 Application of CMT in This Study
2.2 Research Methodology
2.2.1 Research Questions
2.2.2 Data Collection
2.2.3 Data Annotation
2.2.4 Analytical Instruments
2.2.5 Research Procedure
Chapter Three Results and Discussion
3.1 Distribution of Multimodal Metaphors
3.1.1 Distribution of Major Multimodal Metaphors
3.1.2 Distribution of Minor Multimodal Metaphors
3.2 Meaning Construction of Multimodal Metaphors
3.2.1 Meaning Construction of Major Multimodal Metaphors
3.2.2 Meaning Construction of Minor Multimodal Metaphors
3.3 Factors Influencing Meaning Construction of Multimodal Metaphors
3.3.1 Diet and Consumption Concepts
3.3.2 Meaning Potential and Functions of Multimodal Signs
3.4 Summary
Conclusion
Major Findings
Implications
Limitations
Suggestions for Further Research
References
Appendix
作者简介及科研成果
Acknowledgements
本文编号：2945021
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