中英文公益广告中多模态隐喻的对比研究
发布时间：2022-02-22 08:26
本文以概念整合理论为理论框架,主要采用定性研究兼用定量研究作为研究方法。以中英文公益广告中三大主题广告为研究语料:环境保护、传统文化、社会道德。中文公益广告主要来源于CCTV公益广告网站。英文公益广告来源于You Tube。本文分析了中英文公益广告中多模态隐喻的特征,作用,其目的是进一步分析其相似和差异。本文将回答以下三个研究问题:1)中英文公益广告中的多模态隐喻有什么特点?2)公益广告中的多模态隐喻有什么作用?3)基于概念整合理论,中英文公益广告中的异同是什么?对中英文公益广告的对比研究表明:（1）多模态隐喻普遍存在于中英文公益广告中,主要模态涉及声音、颜色、图像、语言。公益广告中的多模态隐喻在本质上具有动态性,使表意形象生动。（2）在多模态隐喻中,原域多为具体实体,目标域多为抽象表达。多模态隐喻的运用使语义表达生动形象,且易于理解,因此有助于引导人们的思维与行为,促进传统文化的继承与发展。（3）中英文公益广告的共性体现在:都涉及颜色模态,语言模态和图像模态且都受各自传统文化的影响。差异性体现在:中文公益广告主题多为社会道德,集体主义,且涉及更多文化传统,英文公益广告则更注重人性、个...
【文章来源】：西安外国语大学陕西省
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER Ⅰ INTRODUCTION
1.1 Research Background
1.2 Objectives of the Research
1.3 Significance of the Research
1.4 Structure of the Thesis
1.5 Summary
CHAPTER Ⅱ LITERATURE REVIEW
2.1 Conceptual Metaphor
2.2 Previous Studies on Multimodal Metaphor
2.2.1 Studies on Multimodal Metaphor Abroad
2.2.2 Studies on Multimodal Metaphor at Home
2.3 Previous Studies on Public Service Advertisements
2.3.1 Studies on Public Service Advertisements Abroad
2.3.2 Studies on Public Service Advertisements at Home
2.4 Summary
CHAPTER Ⅲ THEORETICAL FOUNDATION
3.1 Development of Conceptual Blending Theory
3.1.1 Conceptual Metaphor Theory
3.1.2 Mental Spaces Theory
3.1.3 Conceptual Blending Theory
3.2 Cognitive Operation Process:Network Model
3.2.1 Cross-Space Mapping in Conceptual Blending Theory
3.2.2 Selective Projection and Blending
3.2.3 Four Types of Conceptual Integration Networks
3.2.4 Optimality Principles of Conceptual Blending Theory
3.2.5 Emergent Structure and Emergent Meaning
3.3 Summary
CHAPTER Ⅳ RESEARCH METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Analysis Procedure
CHAPTER Ⅴ ANALYSIS OF MULTIMODAL METAPHORS INBOTH CHINESE AND ENGLISH PUBLIC SERVICETADVERTISEMETS
5.1 Case One:Environmental Protection
5.2 Case Two:Traditional Culture
5.3 Case Three:Social Morality
CHAPTER Ⅵ CONCLUSION
6.1 Major Findings
6.2 Implications
6.3 Limitations and Suggestions
REFERENCES
APPENDIX
本文编号：3639075
【文章来源】：西安外国语大学陕西省
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER Ⅰ INTRODUCTION
1.1 Research Background
1.2 Objectives of the Research
1.3 Significance of the Research
1.4 Structure of the Thesis
1.5 Summary
CHAPTER Ⅱ LITERATURE REVIEW
2.1 Conceptual Metaphor
2.2 Previous Studies on Multimodal Metaphor
2.2.1 Studies on Multimodal Metaphor Abroad
2.2.2 Studies on Multimodal Metaphor at Home
2.3 Previous Studies on Public Service Advertisements
2.3.1 Studies on Public Service Advertisements Abroad
2.3.2 Studies on Public Service Advertisements at Home
2.4 Summary
CHAPTER Ⅲ THEORETICAL FOUNDATION
3.1 Development of Conceptual Blending Theory
3.1.1 Conceptual Metaphor Theory
3.1.2 Mental Spaces Theory
3.1.3 Conceptual Blending Theory
3.2 Cognitive Operation Process:Network Model
3.2.1 Cross-Space Mapping in Conceptual Blending Theory
3.2.2 Selective Projection and Blending
3.2.3 Four Types of Conceptual Integration Networks
3.2.4 Optimality Principles of Conceptual Blending Theory
3.2.5 Emergent Structure and Emergent Meaning
3.3 Summary
CHAPTER Ⅳ RESEARCH METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Analysis Procedure
CHAPTER Ⅴ ANALYSIS OF MULTIMODAL METAPHORS INBOTH CHINESE AND ENGLISH PUBLIC SERVICETADVERTISEMETS
5.1 Case One:Environmental Protection
5.2 Case Two:Traditional Culture
5.3 Case Three:Social Morality
CHAPTER Ⅵ CONCLUSION
6.1 Major Findings
6.2 Implications
6.3 Limitations and Suggestions
REFERENCES
APPENDIX
本文编号：3639075
本文链接：https://www.wllwen.com/waiyulunwen/yingyulunwen/3639075.html
最近更新
教材专著
