公益广告中隐喻的多模态研究

发布时间：2018-01-04 05:37

本文关键词：公益广告中隐喻的多模态研究　出处：《西南大学》2015年硕士论文　论文类型：学位论文

【摘要】：隐喻作为思维的一种方式,不仅存在于语言之中而且存在于思想和行动之中。语言只是隐喻实现的一种形式,其他领域诸如绘画、音乐、电影和广告中也存在隐喻。广告中的隐喻已成为众多专家、学者研究的热门话题。然后,大部分的相关研究停留在文字模态层面或图像模态层面的隐喻,很少对多模态层面的隐喻展开探索。公益广告是维护社会道德、提升社会意识的教育力量,同时也是利用模态间的相互联系进行隐喻研究的最佳范例。基于概念隐喻理论和多模态隐喻理论,本文采用描写、阐释、内省和数据库分析等研究方法,对公益广告中的隐喻进行多模态研究。本文旨在回答以下四方面的问题：(1)公益广告中隐喻的工作机制是什么?(2)从多模态的角度,隐喻在公益广告中是如何呈现的?(3)隐喻在公益广告中发挥了怎样的作用?(4)是否存在影响公益广告中隐喻构建的因素?如果存在,因素有哪些?本文的主要研究结果可归纳如下：(1)立足于概念隐喻理论和多模态隐喻理论,公益广告中隐喻的工作机制存在两种类型。就单模态隐喻而言,在隐喻映射的帮助下,目标域意义的理解与始源域的经验及特征息息相关；就多模态隐喻而言,始源义借助图像／语言工具得以表示,同时它也作为思维工具来获取目标义。(2)根据公益广告中不同模态的相互作用,隐喻的呈现方式分为文字呈现、图像呈现及多模态呈现。随着现代网络技术和多媒体技术的发展,公益广告中隐喻的多模态化日渐盛行,隐喻的呈现方式也更倾向于多模态。(3)通过数据库分析研究,公益广告中隐喻的功能分为信息功能、启发功能和美学功能。(4)公益广告中隐喻的识解受客观因素和主管因素的影响。客观因素指具体某个广告的语境和文化特征,主观因素指目标观众的百科知识和个人经验。(5)在对公益广告中隐喻进行多模态分析,进一步证明隐喻和转喻是密切联系的。转喻的指示和突显功能有助于隐喻的构建,隐喻的识解扩大了转喻的映射范围。笔者希望,本文能为将来的隐喻研究带来一定的启示,同时也能促进公益广告中隐喻的创造及隐喻意义的识解。
[Abstract]:Metaphor as a way of thinking, not only in language but also in thought and action. A formal language is a metaphor for the other areas, such as painting, music, film and advertising metaphor also exists. Metaphors in advertising has become a hot topic of many experts and scholars. Then, related research most of the stay in the text or image modality metaphor mode level level, the level of multimodal metaphor rarely explored. Advertisement is to maintain social morality, enhance social awareness of the power of education, but also the best examples of metaphor research interrelated between the modes. The conceptual metaphor theory and multimodal metaphor theory based on this paper uses description, interpretation, research methods of introspection and database analysis, multi modal study of metaphors in public service advertisements. This paper aims to answer the following four aspects The problem: (1) what is the working mechanism of metaphor in public service advertisement? (2) from a multimodal perspective, metaphor in public service advertising is how to present metaphor? (3) what role to play in public service advertising? (4) the existence of factors affecting the construction of metaphors in public service advertisements if? There are, what are the factors? The main results of this thesis can be summarized as follows: (1) based on the conceptual metaphor theory and multimodal metaphor theory, there are two types of working mechanism of metaphor in public service advertisement. The single modal metaphor, metaphorical mapping in the help of experience and understanding, is closely related with Siwon target domain feature the significance of the domain; on the multimodal metaphor, meaning Siwon with the help of image / language tools to express, and as a thinking tool to obtain the target meaning. (2) according to the different modes of interaction in the ads, the presentation is divided into metaphor Text presentation, image rendering and multimodal presentation. With the development of modern network technology and multimedia technology, multimodal metaphors in public service advertisements is becoming more prevalent, the metaphor of the presentation are more prone to multi modal. (3) through the database analysis of metaphors in public service advertisements is divided into information function, function and inspiration aesthetic function. (4) the construal of metaphors in public service advertisements by objective factors and administrative factors. The objective factors refers to a specific context and cultural features of advertising, subjective factors refer to the target audience in the Encyclopedia of knowledge and personal experience. (5) on the metaphors in public service advertisements for multimodal analysis, further proof of metaphor and metonymy are closely linked. Instructions and highlight the function of metonymy helps to build a metaphor, metaphor construal expanded the scope of mapping metonymy. The author hopes that this paper can bring some future research of metaphor It can also promote the creation of metaphor and the understanding of metaphorical meaning in public service advertising.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H05

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