概念合成视角下多模态转喻与隐喻的动态构建

发布时间：2019-05-23 23:55

【摘要】：当今社会信息技术的飞速发展推动了多媒体和网络等传播技术的发展,信息的传递不仅依赖于单一的文字模式,在很多的交际情境下,人们运用图像、颜色、音频、视频等其他符号系统构建意义,多模态形式在我们的生活中无处不在。随着多模态交际方式的广泛应用,多模态语篇分析也逐步成为语言学界研究的关注点之一。隐喻和转喻作为人类最基本的思维方式,是生活中普遍存在的现象。平面广告作为典型的多模态语篇形式使用着大量的隐喻和转喻,两者相互作用并具有一定的独特性。因此对隐喻和转喻的研究也拓展到了多模态研究平台。本文是基于认知语言学的多模态隐喻和转喻研究,以概念合成理论框架分析多模态转喻和隐喻,并以平面广告为例,对多模态平面广告中的意义构建进行探讨。本文采用定性研究方法,以平面广告中的多模态转喻与隐喻为分析对象,从概念合成的角度解读多模态转喻与隐喻的动态构建过程,即动态的相互作用。在平面广告实例分析的基础上,并将多模态转喻与隐喻放在平等的位置,阐释多模态语篇整体意义的构建是通过转喻和隐喻的互动和整合来实现的,意义的构建是动态的复杂过程,多模态转喻与隐喻相互作用,相互制约,并且指出转喻在多模态概念构建中发挥更基础的作用。同时,本文在一定程度上也证明了概念合成理论对平面广告隐喻和转喻图文分析的可操作性和解释力。多模态隐喻与转喻的运用使广告更具审美价值,从而实现劝说功能。
[Abstract]:The rapid development of information technology in today's society has promoted the development of multimedia and network communication technology. The transmission of information not only depends on a single text mode. In many communication situations, people use images, colors, audio. Video and other symbolic systems build meaning, multimodal forms are everywhere in our lives. With the wide application of multimodal communication, multimodal discourse analysis has gradually become one of the focuses in linguistics. Metaphor and metonymy, as the most basic way of thinking of human beings, are common phenomena in life. As a typical multimodal discourse form, graphic advertising uses a large number of metaphors and metonymy, which interact with each other and have certain uniqueness. Therefore, the study of metaphor and metonymy has also been extended to multi-modal research platform. Based on the study of multimodal metaphor and metonymy in cognitive linguistics, this paper analyzes multimodal metonymy and metaphor based on the theoretical framework of conceptual synthesis, and takes graphic advertising as an example to explore the meaning construction in multimodal planar advertising. In this paper, the dynamic construction process of multimodal metonymy and metaphor, that is, dynamic interaction, is interpreted from the point of view of conceptual synthesis by using qualitative research method and taking multimodal metonymy and metaphor in graphic advertising as the object of analysis. On the basis of the analysis of graphic advertising examples, this paper puts multimodal metonymy and metaphor in an equal position, and explains that the construction of the overall meaning of multimodal discourse is realized through the interaction and integration of metonymy and metaphor. The construction of meaning is a dynamic and complex process, in which multimodal metonymy and metaphor interact and restrict each other, and it is pointed out that metonymy plays a more basic role in the construction of multimodal concepts. At the same time, to a certain extent, this paper also proves the maneuverability and explanatory power of conceptual synthesis theory to the analysis of metaphor and metonymy in print advertising. The use of multimodal metaphor and metonymy makes advertising more aesthetically valuable and realizes the function of persuasion.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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