电视公益广告中的多模态隐喻分析

发布时间：2018-03-08 13:27

本文选题：多模态隐喻　切入点：模态功能　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：电视公益广告因其独特性以及艺术性的表现手法变得越来越流行。对于电视公益广告的研究也随之开始流行。大多数电视公益广告用一个事物解释另一个事物,即是说,电视公益广告具有隐喻性。电视公益广告由图画,声音等模态所呈现,因此它的隐喻意义也是由多模态所构建的。现今,电视公益广告中的多模态隐喻研究盛行,然而,大部分研究是从系统功能方面分析电视公益广告中的多模态隐喻,因此,从认知视角对于电视公益广告中的多模态隐喻的分析仍需深入研究。本文致力于回答两个问题:1)电视公益广告涉及了哪些模态,这些模态的功能和模态之间的关系是什么?2)电视公益广告中的隐喻意义是如何通过多模态构建的?本文讨论了电视公益广告中的模态,模态功能和各模态之间的关系,以三则电视公益广告作为研究对象,运用概念隐喻的工作机制从认知视角分析了电视公益广告中多模态隐喻意义的构建。通过研究发现电视公益广告主要涉及图像,书面文本,口头话语,非语言声音,音乐这五个模态,。通常,图像模态较之其他模态更为凸显。所有的模态具有自身的功能同时相互关联。电视公益广告包含了四种基本模态关系。基于概念隐喻的工作机制,各模态共同配合来完成电视公益广告中隐喻意义的构建。该研究进一步证明了思维在本质上具有隐喻性,拓宽了多模态隐喻的研究范畴,巩固了理论基础。同时,使观众更有效的传递和接收电视公益广告所表达的信息。最后,本文对于电视公益广告中多模态隐喻意义构建的分析方法对其他领域的语言研究也有一定的价值。
[Abstract]:Television public service advertising has become more and more popular because of its uniqueness and artistic expression. The research on television public service advertising has also become popular. Most television public service advertisements explain another thing by one thing, that is to say, TV public service advertisement is metaphorical. Television public service advertisement is represented by pictures and sounds, so its metaphorical meaning is also constructed by multi-modal. Nowadays, the study of multi-modal metaphor in TV public service advertisement is popular, however, Most of the studies are based on the systematic analysis of multi-modal metaphors in TV public service advertising. The analysis of multimodal metaphors in TV public service advertisements from a cognitive perspective still needs to be deeply studied. This paper is devoted to answering two questions: 1) which modes are involved in TV public service advertising, and what is the relationship between the functions and modes of these modes? 2) how is the metaphorical meaning in TV public service advertisement constructed through multi-modal? This paper discusses the modal, modal function and the relationship between each modal in TV public service advertisement, taking three TV public service advertisements as the research object. Using the working mechanism of conceptual metaphor, this paper analyzes the construction of multi-modal metaphorical meanings in TV public service advertisements from the cognitive perspective. It is found that TV public service advertisements mainly involve images, written texts, oral discourse and non-verbal sounds. Generally speaking, image modes are more prominent than other modes. All modes have their own functions and are related to each other. TV public service advertisements contain four basic modal relationships. The study further proves that thinking is metaphorical in nature, broadens the scope of multi-modal metaphor, and consolidates the theoretical basis. Finally, the analysis method of multi-modal metaphorical meaning construction in TV public service advertising is valuable to other language research.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H05

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