中美公益广告中多模态隐喻的对比研究

发布时间：2019-03-20 17:13

【摘要】：自2009年开始，多模态隐喻研究开始在中国兴起，成为概念隐喻发展的新方向。而公益广告中的隐喻一直都是国内外学者关注的热点。近年来，对中美公益广告中隐喻的对比研究也越来越多，但是主要是对公益广告中以文字模态呈现的隐喻进行分析，很少从多模态隐喻的角度去研究。本研究通过对94条美国公益广告和104条中文公益广告对比分析，旨在总结出公益广告中多模态隐喻的应用情况,多模态隐喻的特点以及在公益广告中的作用，以期加深对多模态隐喻的认识和理解，同时为公益广告的制作提供启示。本研究主要从公益广告中多模态隐喻的应用程度、模态的使用种类和数量等角度进行分析，探讨多模态隐喻在公益广告中是如何应用的。主要的研究问题是：（1）多模态隐喻在公益广告中表现出哪些特点？（2）多模态隐喻在公益广告中究竟起到什么作用？（3）公益广告有哪些主要特征？（4）本研究中，中美公益广告体现了哪些异同点？研究结果表明，公益广告中大量使用了多模态隐喻，在三种多模态隐喻类型中，跨模态映射所占比例最大，其次是单模态映射和多模态映射。公益广告中使用的主要模态是图片、文字和声音，图片的应用范围最广，文字的使用量比图片略小。多模态隐喻在公益广告中的特点主要有构建过程的动态性、表现的生动性、输入空间构成的具体性以及输入空间的可逆性。多模态隐喻能够通过吸引公众注意力促进公益广告目的的实现，其应用能够提升公益广告的教育功能、引导功能、文化传承功能和审美功能。公益广告的主要特征有：非强迫性、人本性、公益性、易于接受性等特点。中美公益广告的相同点主要体现在五个方面：中美公益广告中都大量使用了多模态隐喻；跨模态映射是多模态隐喻在中美公益广告中的主要使用类型；使用的模态种类都以图片、文字和声音为主；公益广告的制作和理解都基于各自的文化传统；两者都致力于提高公众的社会责任感。中美公益广告的不同点主要包含四个方面：从多模态应用角度看，单模态映射在中国公益广告中的使用比在美国公益广告中的使用量大，跨模态映射在美国公益广告中比在中国公益广告中使用的多；从模态的使用角度看，文字在美国公益广告中比在中国公益广告中应用广泛，图片在中国应用的更多；在公益广告主题的选择上，美国更多关注个人，中国公益广告多与政治或社会道德有关；在公益广告的呈现上，，美国公益广告多体现个人主义，中国强调集体主义。本研究指出，多模态隐喻可以更好的表达观点，吸引注意。公益广告应合理使用多种模态来增强表现力，提高公益广告在提高社会风气等方面的效果。在对公益广告的观察分析中，应重视对多模态隐喻的解读，多看多想，这样才能更好的理解广告。同时，对比分析指出，在中国的公益广告中，多模态隐喻的应用水平应该进一步加强，用多种模态来表现隐喻。多模态隐喻在公益广告中发挥着重要作用，应给以足够的重视。
[Abstract]:Since 2009, the study of multi-modal metaphor began to rise in China, becoming a new direction of conceptual metaphor development. In the public welfare advertisement, the metaphor has been a hot issue at home and abroad. In recent years, the comparative study of the metaphor in the public welfare advertisement of the United States has also been more and more, but mainly the analysis of the metaphor in the public welfare advertisement in the form of the text mode, and seldom studies from the perspective of the multi-modal metaphor. Through the comparative analysis of 94 American public service advertisements and 104 Chinese public service advertisements, this study aims at summarizing the application of multi-modal metaphor in public welfare advertisements, the characteristics of multi-modal metaphor and the role in public welfare advertisements, with a view to deepening the understanding and understanding of multi-modal metaphor, And also provides inspiration for the production of the public welfare advertisement. This study mainly analyzes the application of multi-modal metaphor in the public welfare advertisement, the type and quantity of the mode, and discusses how to apply the multi-modal metaphor in the public welfare advertisement. The main research question is: (1) which of the multi-modal metaphor shows in the public welfare advertisement Point? (2) What exactly does the multi-modal metaphor play in the public welfare advertisement (3) What are the main features of the public welfare advertisement (4) What are the similarities and differences between the public welfare advertisement in China and the United States in this study The results show that the multi-modal metaphor is widely used in the public welfare advertisement. In the three multi-modal metaphor types, the proportion of the cross-modal mapping is the largest, followed by the single-mode mapping and the multi-mode. State mapping. The main modality used in the public service advertisement is the picture, the text and the sound. The application scope of the picture is the most widely used, and the usage of the text is more than that of the figure. The characteristics of multi-modal metaphor in the public welfare advertisement mainly include the dynamic nature of the construction process, the vividness of the performance, the specific nature of the input space and the input space. The multi-modal metaphor can promote the realization of public welfare advertising by attracting the attention of the public, and the application of the multi-modal metaphor can promote the education function, the guiding function, the cultural inheritance function and the trial of the public welfare advertisement. The main characteristics of public welfare advertisement are: non-compulsive, human nature, public welfare, and easy to accept The common point of the public welfare advertisement in China and the United States is mainly reflected in five aspects: the multi-modal metaphor is used in the public welfare advertisement of the US and the United States; the cross-modal mapping is the main use type of the multi-modal metaphor in the public welfare advertisement of the United States; and the modality type used is the picture, the text and the sound. The production and understanding of public welfare advertisements are based on their respective cultural traditions; both of them are committed to the improvement of the public's society The different points of the public welfare advertisement of China and the United States mainly include four aspects: from the point of view of the multi-modality application, the use ratio of the single mode mapping in the public welfare advertisement of China is larger than that of the public welfare advertisement in the United States, and the cross-mode mapping is made in the public welfare advertisement of the United States in the public welfare advertisement of the United States In the view of the use of the modality, the text has been widely used in the public welfare advertisement of the United States than in the public welfare advertisement in China, and the picture is more widely used in China; on the selection of the theme of the public welfare advertisement, the United States is more concerned with the individual, the public welfare advertisement of China and the political or social channel On the presentation of public welfare advertisement, the public welfare advertisement of the United States is a multi-manifestation of individualism, and China's emphasis on public welfare advertising The study points out that multi-modal metaphor can better express the point of view The public welfare advertisement should use a variety of modes to enhance the expressiveness, improve the public welfare advertisement in the improvement of the social atmosphere, etc. In the observation and analysis of public welfare advertisement, attention should be paid to the interpretation of multi-modal metaphor, so that it can be better At the same time, the comparative analysis points out that in the public welfare advertisement in China, the application level of the multi-modal metaphor should be further strengthened, The multi-modal metaphor plays an important role in the public welfare advertisement and should be given
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15

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