隐喻视角下的广告多模态

发布时间：2018-04-02 04:34

本文选题：广告　切入点：多模态　出处：《南京大学》2011年硕士论文

【摘要】：随着全球经济的迅速发展,广告已经成为现代社会中重要的商业交流手段。它在当今社会中无所不在,并在人们的日常生活和交际中起着日益显著的作用。因此,大量的修辞手法被有意识地运用于广告,现代广告研究已经成为语言研究的一个主要方向。在视觉文化冲击的今天,为了增强感染力和表达效果,为了向广告受众传递更多更为有效的信息,广告经历了从单模态到多模态的进化,广告通过文字、图像等多种模态来表达意义,形成多模态性。纵观广告的发展历史,不难发现多模态的运用在广告设计中已越来越成为趋势。多模态话语分析理论兴起于20世纪90年代,它以系统功能语言学理论为基础,尝试把系统功能语言学应用到图像、音乐、语言、手势等其它符号资源上,因为这些社会符号同样具有系统性、功能性及层次性。本文尝试运用多模态话语分析理论,以多篇广告为范例,从语言学的角度分别对广告的语言部分和图片部分进行细致的剖析,解读广告中的多模态话语构建机制,通过对不同图文结构的广告进行分类的讨论,探讨了多模态话语分析理论在广告语篇中的应用性。本文研究发现,广告中的文字、图像等模态都能表达概念意义、人际意义和语篇意义,而且它们相互作用生成意义。本文是将系统功能语言学以及在此基础之上建立的多模态语篇分析理论应用于广告语篇的一种尝试。在图文并茂的基础上,一则精妙的广告文案往往离不开修辞手段的恰当运用。作为一种常用的修辞手段,隐喻既通俗易懂又让人回味无穷,让广告的受众从形象生动的隐喻中感受到强大的冲击力和感染力,激发人们的购买欲望。所以,隐喻以其特有的功能与效果在广告文案的创作中逐渐受到广告创作者的青睐并被越来越广泛地使用。亚里士多德强调隐喻使得语言更生动,莱考夫等人则认为隐喻并非仅仅是语言现象,它还是一种借助语言手段和非语言手段进行表达的基本思维方式。广告中的图文隐喻证明了隐喻的实现可以通过语言之外的其他形式,如图片或者图文组合的形式。当前,学者们从各个角度对广告隐喻进行了不同程度的研究。然而,对图文广告隐喻的独特性的认知研究还有待加强。对语料的进一步研究发现,多模态广告中的图文隐喻可以进行更详细的分类,本文正是遵循认知路径,尝试对广告中各类型图文隐喻的运作机制进行深入的探讨,旨在挖掘广告隐喻中所包含的认知机制和文化模式,探索运用隐喻提高广告修辞效果的可能性。为避免研究对象形式固定单一,使研究结果适用于各种语言环境,因此文中使用的实例取材广泛,并不局限于某种特定语言或特定产品的广告,主要来源有经典广告集和大众所熟悉的知名品牌的产品广告。其余有代表性的广告则列于附录。本文希望其研究结果能有助于广告读者加深对多模态中外文广告的表达方式的认识与理解,更系统地了解广告中隐喻这一修辞手法的分类和运作机制,对如何揭示广告传达的意图则具有实践价值。本文共分五个部分：第一章是引言部分,简要阐述了对本文的研究动机、研究意义和目的、研究方法及整篇文章的结构布局等基本问题。第二章是对广告的概述,包括广告的定义、发展历史以及分类,为第三章广告多模态的分析做了铺垫。第三章首先解释了什么是多模态以及多模态话语分析,提出了多模态语篇分析的理论依据,即系统功能语法和视觉语法。接着分别对广告的语言和图片部分进行细致的剖析。以多篇广告为范例,对不同图文结构的广告进行分类讨论。第四章参照前人研究的基础,对图文隐喻进行了更详细的分类,并结合实例探讨每种类型隐喻的运行机制。第五章对全文进行了简要总结,并指出了本文研究的局限性和对今后研究的一些启示。
[Abstract]:With the rapid development of global economy , advertising has become an important commercial communication means in modern society . It plays a more and more prominent role in the daily life and communication of people . Therefore , a great deal of rhetoric has been consciously applied to advertising , and modern advertising research has become a major direction of language research .

This paper attempts to apply multi - modal discourse analysis theory to image , music , language , gesture and other symbolic resources . The paper attempts to apply multi - modal discourse analysis theory to image , music , language , gesture and other symbolic resources .

As a common rhetorical device , metaphor is both popular and memorable , so that the audience of the advertisement can feel powerful impact and infection from the vivid metaphor of the image , inspire people ' s desire to buy . Therefore , the metaphor plays the role and effect of the advertisement in the creation of the advertisement text , which is more and more widely used by the advertising creators .

Aristotle emphasizes that metaphor makes the language more vivid , Levocoff and others think that metaphor is not merely a linguistic phenomenon , it is also a basic way of thinking expressed by means of linguistic means and non - linguistic means .

In order to avoid the research object form fixed single , make the research result suitable for all kinds of language environment , so the example used in this paper is widely used , and is not limited to the advertisement of a certain language or specific product , the main source has the classic advertisement set and the well - known brand product advertisement familiar with the public . The other representative advertisements are listed in the appendix .

This paper hopes that the results of this study will help the readers to understand and understand the expressions of the advertisement in multi - modal Chinese and foreign language , and to learn more systematically the classification and operation mechanism of metaphor in advertisements , and have practical value to how to reveal the intention of advertisement communication .

This article is divided into five parts :

The first chapter is the introduction part , briefly describes the research motivation , the research significance and the purpose , the research method and the structure layout of the whole article .

The second chapter is an overview of the advertisement , including the definition of advertisement , the history of development , and the classification , which is to pave the way for the analysis of the multi - modal analysis of the third chapter .

The third chapter explains what is the multi - modal and multi - modal discourse analysis , and puts forward the theory of multi - modal discourse analysis , that is , the system function grammar and the visual grammar . Then the language and picture parts of the advertisement are analyzed carefully .

In chapter 4 , referring to the basis of previous research , more detailed classification of schema metaphor is carried out , and the operational mechanism of each type of metaphor is discussed in combination with examples .

The fifth chapter summarizes the full text , and points out the limitations of this paper and some revelations to the future research .

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H05

【参考文献】