汉英“禁烟”广告多模态隐喻的对比研究

发布时间：2018-04-19 10:22

本文选题：禁烟广告 + 多模态隐喻　；参考：《西安外国语大学》2017年硕士论文

【摘要】：随着现代技术的快速发展,中国已经进入了数字信息化时代。在此背景下,人们的交流也日趋多样化,不仅仅是语言符号的交流,更多通过文字和图像等符号共同作用进行信息传递。人类的思维习惯和鉴赏能力在新的视觉文化冲击下正在发生变化,多模态语篇逐渐地引起人们的普遍关注。语言学的研究对象也随之发生变化,从纯文字文本的研究发展为以文字、图像、颜色、声音等符号相结合的多模态语篇研究,这就突破了单模态研究的局限。隐喻一直以来被人们认为是一种文学的修辞手段,自从George Lakoff和Mark Johnson提出了隐喻不仅是一种语言现象而且还是一种思维和认知方式,并且认为隐喻普遍的存在于我们的日常生活中。隐喻的研究也从单模态的文字或图像的研究转化到多模态的以文字、图像、声音等多种符号的研究。多模态隐喻研究主要涉及广告、漫画、电影和语言教学等领域,主要通过分析文字、图像、声音等符号的共同作用,来表现多模态隐喻的意义建构。本文运用多模态隐喻理论,以汉英“禁烟”多模态隐喻的广告为研究对象,从多模态隐喻的映射方式和多模态隐喻的类型两个方面对比分析,得出异同;并从认知的角度分析其异同的理据,主要从思维方式、生理基础和体验哲学三个方面来解释“禁烟”广告多模态隐喻相同的原因以及从地域文化、社会制度和思想的开放程度方面来解释“禁烟”广告多模态隐喻差异的原因。这不仅为禁烟广告的分析提供一个新的解读视角,而且可以激发广告设计者的灵感,促使他们设计出更多的优质广告,告诫烟民们吸烟的危害,激励烟民们采取行动,早日戒烟。
[Abstract]:With the rapid development of modern technology, China has entered the digital information age.In this context, people's communication is becoming more and more diverse, not only the communication of language symbols, but also the information transmission through the interaction of words and images.Human thinking habits and appreciation ability are changing under the impact of new visual culture, and multimodal discourse gradually attracts people's attention.The research object of linguistics has changed from the study of pure text to the study of multi-modal discourse which combines characters, images, colors, sounds and so on, which breaks through the limitation of single-mode research.Metaphor has long been regarded as a literary rhetorical device. Since George Lakoff and Mark Johnson proposed that metaphor is not only a linguistic phenomenon, but also a way of thinking and cognition.And it is believed that metaphor exists universally in our daily life.The study of metaphor is also transformed from the study of single-mode text or image to the study of multi-modal symbols such as text, image, sound and so on.The study of multi-modal metaphor mainly involves the fields of advertisement, cartoon, film and language teaching. It mainly expresses the meaning construction of multi-modal metaphor by analyzing the common effects of characters, images, sounds and other symbols.Based on the theory of multi-modal metaphor, this paper makes a comparative analysis of the mapping mode of multi-modal metaphor and the type of multi-modal metaphor in Chinese and English advertising of "No smoking metaphor", and concludes the similarities and differences.From the perspective of cognition, this paper analyzes the motivations of its similarities and differences, mainly from three aspects of thinking mode, physiological basis and experiential philosophy, to explain the reasons for the same multi-modal metaphor in "No smoking" advertising, as well as the regional culture.The openness of social system and thought explains the differences of multimodal metaphors in non-smoking advertising.This not only provides a new perspective for the analysis of anti-smoking advertisements, but also inspires advertisers to design more high-quality advertisements, warning smokers of the dangers of smoking and motivating smokers to take action.Give up smoking soon.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H15;H315

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