概念整合理论视角下平面广告中的多模态隐喻研究
发布时间：2018-09-01 17:08
【摘要】：平面广告乐于采用图文并茂的形式来增强广告的说服力和感染力。在平面广告中,多模态隐喻的巧妙运用有助于更好地沟通商品信息和传达社会主流价值观念。文章以概念整合理论为理论指导,对平面广告中的多模态隐喻进行了定量和定性研究。定量研究主要体现在对含有多模态隐喻的平面广告的筛选,文章一共从100则含有多模态隐喻的平面广告中选取了16则样本。文章通过统计分析发现:平面广告中的多模态隐喻主要有两种构建方式,源域和目的域完整地呈现(42%);源域部分呈现而目的域全部呈现(58%)。源域和目的域之间的相似性是平面广告中多模态隐喻的映射基础,可大致分为四种类型:感观相似性(32%)、功能相似性(17%)、情景相似性(18%)、象征相似性(21%)。且平面广告中的多模态隐喻都都可以通过概念整合理论的四个网络进行分析。而文章所选用的16则案例均具备这些属性,且在特定的研究框架内,某些属性特别突出。定性研究主要从三个方面对搜集整理的平面广告语料中的多模态隐喻的运行机制进行了分析:从输入空间的视角来挖掘平面广告中多模态隐喻的构成方式,即多模态隐喻的选择性映射机制;以类属空间为切入点,考察平面广告中多模态隐喻相似性的类型,即多模态隐喻的关键关系映射机制;以整合空间为基点,并借助四种不同的整合网络结构对平面广告中的多模态隐喻进行整合分析,即多模态隐喻的层创意义形成机制。通过分析文章发现,首先,基于多模态隐喻而产生的广告形象新颖,生动,不仅激发了受众对商品信息的好奇和兴趣,而且能激发人们的购买欲望,因此平面商业广告中的多模态隐喻更加注重以图片模态呈现的源域;平面公益广告中的多模态隐喻一般采用图文并茂的形式,且以文字模态呈现的源域多采用直截了当的语言,简洁,凝重,令人振聋发聩。再者,平面商业广告和平面公益广告中的多模态隐喻多以创造相似性为映射基础,能给受众带来更强的震撼力,从而更好地推销目标产品,推广目标理念。概念整合理论的网络整合有助于更精准地推导出平面广告中多模态隐喻的层创结构,即,平面广告中目标产品的凸显优势或目标概念的核心价值。最后文章认为,平面广告中多模态隐喻的运用能更突显目标产品的优势,有效增强了目标理念的力度;从概念整合理论的角度对平面广告中的多模态隐喻进行分析,能更深刻地揭示出多模态隐喻的运行机制,从而可以发现含有多模态隐喻的平面广告可以激发人更强的想象力,从而具有更大的创造力和说服力。从理论上层面看,文章在某种程度上证实了概念整合理论对多模态隐喻研究的有效指导;从应用层面上看,文章希望能为广告策划者创造新颖别致的广告提供可供参考的思路,同时也希望能为广大受众更好地理解广告信息提供一种思路。
[Abstract]:Print advertising is willing to use graphic form to enhance the persuasion and appeal of advertising. In print advertising, the skillful use of multi-modal metaphors helps to better communicate commodity information and social mainstream values. Under the guidance of conceptual integration theory, this paper makes a quantitative and qualitative study of multi-modal metaphors in print advertising. The quantitative study is mainly reflected in the screening of print advertisements with multi-modal metaphors. In total, 16 samples were selected from 100 print advertisements with multi-modal metaphors. Through statistical analysis, it is found that there are two main ways to construct multimodal metaphors in print advertising: the source domain and the destination domain are presented completely (42%), the source domain is partially represented and the destination domain is all present (58%). The similarity between source domain and target domain is the mapping basis of multi-modal metaphor in print advertising. It can be divided into four types: sensory similarity (32%), functional similarity (17%), situational similarity (18%) and symbolic similarity (21%). And the multi-modal metaphors in print advertising can be analyzed through four networks of conceptual integration theory. The 16 cases selected in this paper all have these attributes, and some of them are especially prominent in the specific research framework. The qualitative study mainly analyzes the operation mechanism of multi-modal metaphors in the collected print advertising corpus from three aspects: mining the structure of multi-modal metaphors in print advertising from the perspective of input space. That is, the selective mapping mechanism of multi-modal metaphor, the type of similarity of multi-modal metaphor in print advertising, the key relational mapping mechanism of multi-modal metaphor, and the integration space as the starting point. Four different integrated network structures are used to analyze the multi-modal metaphors in print advertising, that is, the formation mechanism of multi-modal metaphors. First of all, the advertising image based on multi-modal metaphor is novel and vivid, which not only arouses the audience's curiosity and interest in commodity information, but also stimulates people's desire to buy. Therefore, the multi-modal metaphors in the print commercial advertisements pay more attention to the source areas which are presented in the image mode, and the multi-modal metaphors in the plane public service advertisements generally adopt the form of picture and text, and the source areas presented in the text mode are mostly in the direct language. Succinct, dignified, let a person be deafening. Furthermore, the multi-modal metaphors in print commercial advertisements and print public service advertisements are based on creating similarity, which can bring more powerful force to the audience, and promote the target products and ideas better. The network integration of conceptual integration theory is helpful to deduce more accurately the hierarchical structure of multi-modal metaphor in print advertising, that is, the prominent advantage of target product in print advertising or the core value of target concept. Finally, it is concluded that the use of multi-modal metaphors in print advertising can highlight the advantages of target products and effectively enhance the strength of target ideas, and analyze the multi-modal metaphors in print advertising from the perspective of conceptual integration theory. It can reveal the operating mechanism of multi-modal metaphor more deeply, and it can be found that the print advertisement with multi-modal metaphor can arouse people's imagination and have more creativity and persuasion. In theory, the paper proves to some extent the effective guidance of conceptual integration theory to the study of multi-modal metaphor, and from the application level, it hopes to provide some useful ideas for advertising planners to create novel and unique advertisements. At the same time, I also hope to provide a way for the broad audience to better understand advertising information.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H05
本文编号：2217835
[Abstract]:Print advertising is willing to use graphic form to enhance the persuasion and appeal of advertising. In print advertising, the skillful use of multi-modal metaphors helps to better communicate commodity information and social mainstream values. Under the guidance of conceptual integration theory, this paper makes a quantitative and qualitative study of multi-modal metaphors in print advertising. The quantitative study is mainly reflected in the screening of print advertisements with multi-modal metaphors. In total, 16 samples were selected from 100 print advertisements with multi-modal metaphors. Through statistical analysis, it is found that there are two main ways to construct multimodal metaphors in print advertising: the source domain and the destination domain are presented completely (42%), the source domain is partially represented and the destination domain is all present (58%). The similarity between source domain and target domain is the mapping basis of multi-modal metaphor in print advertising. It can be divided into four types: sensory similarity (32%), functional similarity (17%), situational similarity (18%) and symbolic similarity (21%). And the multi-modal metaphors in print advertising can be analyzed through four networks of conceptual integration theory. The 16 cases selected in this paper all have these attributes, and some of them are especially prominent in the specific research framework. The qualitative study mainly analyzes the operation mechanism of multi-modal metaphors in the collected print advertising corpus from three aspects: mining the structure of multi-modal metaphors in print advertising from the perspective of input space. That is, the selective mapping mechanism of multi-modal metaphor, the type of similarity of multi-modal metaphor in print advertising, the key relational mapping mechanism of multi-modal metaphor, and the integration space as the starting point. Four different integrated network structures are used to analyze the multi-modal metaphors in print advertising, that is, the formation mechanism of multi-modal metaphors. First of all, the advertising image based on multi-modal metaphor is novel and vivid, which not only arouses the audience's curiosity and interest in commodity information, but also stimulates people's desire to buy. Therefore, the multi-modal metaphors in the print commercial advertisements pay more attention to the source areas which are presented in the image mode, and the multi-modal metaphors in the plane public service advertisements generally adopt the form of picture and text, and the source areas presented in the text mode are mostly in the direct language. Succinct, dignified, let a person be deafening. Furthermore, the multi-modal metaphors in print commercial advertisements and print public service advertisements are based on creating similarity, which can bring more powerful force to the audience, and promote the target products and ideas better. The network integration of conceptual integration theory is helpful to deduce more accurately the hierarchical structure of multi-modal metaphor in print advertising, that is, the prominent advantage of target product in print advertising or the core value of target concept. Finally, it is concluded that the use of multi-modal metaphors in print advertising can highlight the advantages of target products and effectively enhance the strength of target ideas, and analyze the multi-modal metaphors in print advertising from the perspective of conceptual integration theory. It can reveal the operating mechanism of multi-modal metaphor more deeply, and it can be found that the print advertisement with multi-modal metaphor can arouse people's imagination and have more creativity and persuasion. In theory, the paper proves to some extent the effective guidance of conceptual integration theory to the study of multi-modal metaphor, and from the application level, it hopes to provide some useful ideas for advertising planners to create novel and unique advertisements. At the same time, I also hope to provide a way for the broad audience to better understand advertising information.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H05
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