多模态隐喻视角下电视汽车广告研究

发布时间：2018-04-17 17:03

本文选题：多模态隐喻 + 汽车广告　；参考：《云南师范大学》2016年硕士论文

【摘要】：最初人们对于隐喻的研究是局限于文学领域,传统的隐喻研究是将其看作一种修辞手段。近年来,心理学和认知学研究将隐喻看成一种重要的认知方式。由于科学技术的迅猛发展,语篇在人类的交际生活中呈现出多种多样的模式,对语篇的研究多模态范式成为不可或缺的一个重要视角或路径。作为语言学研究的一个主要话题,隐喻研究的发展与延伸,即多模态隐喻也就应运而生,并成为当代认知语言学以及隐喻研究的热点。广告是社会经济发展和文化繁荣的一种标志,也是世界传播文化的最具代表的媒体之一,而且其对文化传播的影响是不可估量的。汽车成为现代家庭不可或缺的交通工具,各商家也通过电视广告来展现汽车的品质和质量,激起观众的购买欲。现在,虽然有很多关于广告的研究,但是从认知科学或认知语言学,多模态隐喻方面对汽车广告进行研究却不多。该研究共包含三个研究问题,(1)这些广告中的多模态隐喻可以分为几类?它们的特征都是什么?(2)广告中的音乐对于构建多模态隐喻有什么作用?(3)中美汽车广告中的多模态隐喻有哪些异同点?本研究得出的结论是:1.汽车中的多模态隐喻种类可以分为三种,一种是用多模态隐喻对所宣传汽车的新性能,突出强调该新型能,二是突出强调该种汽车所带来的新的改变和氛围,三是强调该种车的品牌。2.音乐在组成多模态隐喻时的作用分为三种,直接激活源域,间接通过转喻激活源域,间接激活目标域进行概念合成。3.中美汽车广告目标域的展现大致相同,而中国汽车广告多采用视觉,其次是语言和非语言音乐展示多模态隐喻的源域,而美国汽车广告则显示出对语言和视觉的同样喜好进行展示多模态隐喻的源域。本研究通过对汽车电视广告的分析指出,多模态隐喻对于构建现代广告具有重要的作用,广告应当合理采用多模态隐喻来增强广告的表现力和感染力。在观看广告同时,应当分析其中的多模态隐喻来分析该款汽车是否符合自己的需求。同时,通过对比分析,中国广告应该进一步加强对多模态隐喻的使用,多模态隐喻对现代电视广告有着重要的作用,应给予足够重视。
[Abstract]:At first, the study of metaphor was confined to literature, and the traditional study of metaphor regarded it as a rhetorical device.In recent years, psychology and cognitive studies have regarded metaphor as an important cognitive style.Due to the rapid development of science and technology, discourse presents a variety of patterns in human communicative life, and the study of multi-modal paradigm of discourse has become an indispensable perspective or path.As a major topic in linguistic research, the development and extension of metaphor research, namely, multi-modal metaphor has emerged as the times require, and has become the focus of contemporary cognitive linguistics and metaphor research.Advertising is a symbol of social economic development and cultural prosperity, and also one of the most representative media in the world to spread culture, and its impact on cultural communication is incalculable.Automobile has become an indispensable means of transportation for modern families. TV advertisements are also used to show the quality and quality of cars, thus arousing the audience's desire to buy.Nowadays, although there are many researches on advertising, there are few researches on automobile advertising from cognitive science or cognitive linguistics, multi-modal metaphor.This study contains three research questions: (1) how many types of metaphors can be classified in these advertisements?What are their characteristics? (what is the function of music in advertising to construct multi-modal metaphors?) what are the similarities and differences of multi-modal metaphors in Chinese and American automobile advertising?The conclusion of this study is 1: 1.There are three types of multi-modal metaphors in automobiles. One is to use multi-modal metaphors to promote the new performance of the vehicle, and the other is to highlight the new energy, and the new changes and atmosphere brought about by the vehicle.The third is to emphasize the brand of this kind of car.The role of music in the formation of multi-modal metaphors can be divided into three categories: direct activation of source domain, indirect activation of source domain through metonymy, and indirect activation of target domain for conceptual synthesis.In China and America, the target domain of automobile advertisement is about the same, while Chinese automobile advertisement mostly adopts vision, followed by language and non-language music to display the source domain of multi-modal metaphor.American automobile advertising shows the same preference for language and vision to display multimodal metaphors.This study points out that multi-modal metaphor plays an important role in the construction of modern advertising, and multi-modal metaphors should be used reasonably to enhance the expression and appeal of advertisements.At the same time, the multimodal metaphors should be analyzed to see if the car meets its needs.At the same time, through comparative analysis, we should further strengthen the use of multi-modal metaphors in Chinese advertising, which plays an important role in modern television advertising and should be given sufficient attention.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H15

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