平面广告中的隐喻研究
发布时间：2018-07-31 11:34
【摘要】：隐喻最初是被广泛应用在文学领域的一种修辞手段。传统的隐喻研究主要把隐喻作为一种修辞手段来展开。从九十年代后期，国外学者开始从广告、漫画、手势语等多种语类中寻找隐喻，从而掀起了多模态隐喻研究的高潮。 在多模态隐喻的研究下，对平面广告中的隐喻研究日益凸显。尤其是在信息爆炸的今天，为了在有限的时间和空间内增强广告的传播效果，引起人们最大的关注度，，设计者在设计广告时往往绞尽脑汁，乐于采用图文并茂的形式，以此增强广告的感染力。使人们在自觉和不自觉中能够感知并挖掘出广告所带来的意义和传播价值。而这种图文并茂的形式所运用的就是隐喻的方式。 本文以平面广告中的隐喻为研究对象展开讨论。我们关注的问题主要有：一、平面广告中是否存在着概念隐喻；二、人类如何利用隐喻性的思维方式来获得平面广告创作者真正的交际意图；三、通过语言学的相关知识对平面广告中隐喻的输入手法和运作机制的解读，来了解平面广告这种独特的语类特征。这三个问题的研究结果既可以为概念隐喻理论的正确与否提供参考，也可以通过对平面广告语料特征的研究丰富认知语言学、语用学的内容，具有重要的理论和实践意义。 本文共分六章，第一章介绍了自亚里士多德以来学者们对隐喻的研究状况，另外对平面广告以及国内外学者对平面广告中隐喻的研究也作了简单地介绍。第二章，我们介绍了平面广告中隐喻的分类。第三章是平面广告中隐喻的信息输入。第四章是分析平面广告中的隐喻是如何判定的。第五章研究平面广告中隐喻的运作机制。第六章针对不同背景知识和不同文化的影响，平面广告中隐喻的选择和取舍也产生了变化，此章节就此进行了简单的对比和分析。 本文分别采取了国内和国外多个真实的平面广告案例，对其进行分析和解读，在素材的选择上具有真实可信性。同时，本文的特色在于运用语言学的知识，丰富传播学和设计学领域的研究，对广告创作者和媒体从业人员具有实际的指导意义。多模态隐喻在国内的研究才刚刚起步，因此本文希望能为其国内学者的进一步研究起到抛砖引玉的作用，为国内多模态隐喻的研究增添新的内容。
[Abstract]:Metaphor was initially a rhetorical device widely used in literature. Traditional metaphor studies mainly use metaphor as a rhetorical device. Since the late 1990s, foreign scholars began to search for metaphors in advertising, comics, sign language and other language categories, thus setting off the climax of multi-modal metaphor research. Under the research of multi-modal metaphor, the study of metaphor in print advertising is becoming more and more prominent. Especially in the information explosion today, in order to enhance the dissemination effect of advertisement in limited time and space, and arouse people's greatest attention, the designer often racked his brains when designing the advertisement, and was happy to adopt the form of picture and text. In order to enhance the appeal of advertising. So that people can perceive and excavate the significance and communication value of advertising in conscious and unconscious. This picturesque form is metaphorical. This paper focuses on metaphor in print advertising. The main problems we pay attention to are: first, whether there are conceptual metaphors in print advertising; second, how human beings use metaphorical thinking to obtain the real communicative intention of the creators of print advertising; third, Through the interpretation of linguistic knowledge on the input techniques and operational mechanism of metaphor in print advertising, this paper tries to understand the unique linguistic category characteristics of print advertising. The research results of these three questions can not only provide a reference for the correctness of conceptual metaphor theory, but also enrich the contents of cognitive linguistics and pragmatics through the study of the features of print advertising corpus, which has important theoretical and practical significance. This paper is divided into six chapters. The first chapter introduces the research status of metaphor since Aristotle, in addition to the print advertising and domestic and foreign scholars on the study of metaphor in print also made a brief introduction. In the second chapter, we introduce the classification of metaphor in print advertising. The third chapter is the information input of metaphor in print advertising. Chapter four analyzes how metaphors are judged in print advertising. Chapter five studies the mechanism of metaphor in print advertising. The sixth chapter aims at the influence of different background knowledge and different culture, the choice and choice of metaphor in print advertising also changes, this chapter makes a simple comparison and analysis. This paper analyzes and interprets several real print advertising cases both at home and abroad. At the same time, the feature of this paper is to use the knowledge of linguistics, enrich the field of communication and design research, and have practical guiding significance for advertising creators and media practitioners. The study of multi-modal metaphor is just beginning in China, so this paper hopes to provide a valuable reference for the further study of multi-modal metaphor in China and to add new content to the study of multi-modal metaphor in China.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15
本文编号：2155459
[Abstract]:Metaphor was initially a rhetorical device widely used in literature. Traditional metaphor studies mainly use metaphor as a rhetorical device. Since the late 1990s, foreign scholars began to search for metaphors in advertising, comics, sign language and other language categories, thus setting off the climax of multi-modal metaphor research. Under the research of multi-modal metaphor, the study of metaphor in print advertising is becoming more and more prominent. Especially in the information explosion today, in order to enhance the dissemination effect of advertisement in limited time and space, and arouse people's greatest attention, the designer often racked his brains when designing the advertisement, and was happy to adopt the form of picture and text. In order to enhance the appeal of advertising. So that people can perceive and excavate the significance and communication value of advertising in conscious and unconscious. This picturesque form is metaphorical. This paper focuses on metaphor in print advertising. The main problems we pay attention to are: first, whether there are conceptual metaphors in print advertising; second, how human beings use metaphorical thinking to obtain the real communicative intention of the creators of print advertising; third, Through the interpretation of linguistic knowledge on the input techniques and operational mechanism of metaphor in print advertising, this paper tries to understand the unique linguistic category characteristics of print advertising. The research results of these three questions can not only provide a reference for the correctness of conceptual metaphor theory, but also enrich the contents of cognitive linguistics and pragmatics through the study of the features of print advertising corpus, which has important theoretical and practical significance. This paper is divided into six chapters. The first chapter introduces the research status of metaphor since Aristotle, in addition to the print advertising and domestic and foreign scholars on the study of metaphor in print also made a brief introduction. In the second chapter, we introduce the classification of metaphor in print advertising. The third chapter is the information input of metaphor in print advertising. Chapter four analyzes how metaphors are judged in print advertising. Chapter five studies the mechanism of metaphor in print advertising. The sixth chapter aims at the influence of different background knowledge and different culture, the choice and choice of metaphor in print advertising also changes, this chapter makes a simple comparison and analysis. This paper analyzes and interprets several real print advertising cases both at home and abroad. At the same time, the feature of this paper is to use the knowledge of linguistics, enrich the field of communication and design research, and have practical guiding significance for advertising creators and media practitioners. The study of multi-modal metaphor is just beginning in China, so this paper hopes to provide a valuable reference for the further study of multi-modal metaphor in China and to add new content to the study of multi-modal metaphor in China.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15
【参考文献】
相关期刊论文 前10条
1 赵秀凤;苏会艳;;多模态隐喻性语篇意义的认知构建——多模态转喻和隐喻互动下的整合[J];北京科技大学学报(社会科学版);2010年04期
2 苏眉;;语言与图像的协作——基于一则食品广告的多模态语篇分析[J];华东交通大学学报;2010年05期
3 于莹;;认知语义学框架下的隐喻研究[J];黑龙江教育学院学报;2008年01期
4 张国磊;;英汉公益广告的隐喻研究——以禁烟公益广告为例[J];海外英语;2010年08期
5 范洪涛;;多模态话语的社会符号学解析——以一则公益广告为例[J];兰州教育学院学报;2011年02期
6 孙蕊;;视觉上的弦外之音——浅谈广告设计中的视觉隐喻[J];美与时代;2006年06期
7 龚立民;;概念隐喻在广告中的应用[J];绵阳师范学院学报;2011年07期
8 李战子;多模式话语的社会符号学分析[J];外语研究;2003年05期
9 赵秀凤;;概念隐喻研究的新发展——多模态隐喻研究——兼评Forceville & Urios-Aparisi《多模态隐喻》[J];外语研究;2011年01期
10 冯德正;;多模态隐喻的构建与分类——系统功能视角[J];外语研究;2011年01期
本文编号：2155459
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2155459.html
