理想化认知模型下微信广告多模态隐喻识解

发布时间：2018-06-23 03:48

本文选题：多模态隐喻 + 理想化认知模型　；参考：《西南大学》2017年硕士论文

【摘要】：新媒体广告以技术主导的数字化、受众为主的互动性、媒体终端的个性化等为特点,多采用图像、文字、声音等多模态结合的动态形式表现,能更有效地完成信息传递。新媒体广告中多模态的表现形式通常具有隐喻性,受认知模型和文化模型的制约,其研究是隐喻研究的重要课题综观已有研究,学者们主要从概念整合理论、关联理论、社会符号学及概念隐喻双重视角、中西文化视角等出发,将注意力投向存在于公益广告、卡通、动漫、电影及体姿语等媒介中的多模态隐喻研究。但是现有研究对多模态隐喻的意义识解,包括各模态在隐喻识解过程中的作用及其相互作用关注较少。鉴于此,本文拟从理想化认知模型(ICM)出发,以新媒体——微信广告为例,探讨多模态隐喻的意义识解过程,具体关注以下问题:(1)新媒体广告中有哪些隐喻模态?(2)各模态之间有什么样的关系?(3)如何识解新媒体广告中多模态隐喻?本文有如下结论:(1)新媒体广告中至少有9种模态形式,新媒体广告中最常见的模态形式依次是多模态、图像模态、音乐模态,最有效的则依次是多模态、图像模态、声音模态。(2)多模态隐喻意义的构建是一个互动的、动态的和共生的过程,在新媒体广告中每个模态可以单独或合作完成隐喻意义的构建,合作过程中存在主要辅助的一个或多个模态。(3)对多模态隐喻的识解涉及由多模态表征的源域和目标域两个不同的概念本体、其内容的特质及其之间的跨界映射。抽象的概念隐喻不但可以外化为语言,也可以通过其他模态或多种模态协同作用来形象地表征,对多模态隐喻的识解须调动视觉、听觉、嗅觉等多重感官,通过认知、人体经验和语境因素的共同作用,来与周围环境进行信息沟通和感情交流,实现符号信息之间的有效互动。本文进一步证明了多模态隐喻的认知功能以及ICM对多模态隐喻的识解能力,并从微观的层面验证了ICM对多模态隐喻的识解同样具有解释力。
[Abstract]:The new media advertisement is characterized by the digitalization of technology, the interaction of the audience, the individuation of the media terminal, and so on. The new media advertisement is characterized by the multi-modal combination of image, text, sound and so on, which can complete the information transmission more effectively. The multi-modal forms of expression in new media advertisements are usually metaphorical, restricted by cognitive and cultural models. Their research is an important subject of metaphor research. Scholars have mainly focused on conceptual integration theory and relevance theory. From the dual perspectives of social semiotics and conceptual metaphor, and from the perspective of Chinese and western cultures, attention is paid to the study of multi-modal metaphors in public service advertisements, cartoons, animation, movies and body and pose languages. However, little attention has been paid to the meaning understanding of multi-modal metaphors, including the role of each modal in the process of metaphorical interpretation and their interaction. Based on the idealized cognitive model (ICM) and taking the new media-WeChat advertising as an example, this paper attempts to explore the process of meaning interpretation of multi-modal metaphors. Specific attention is paid to the following questions: (1) what metaphorical modes are there in new media advertisements? (2) what is the relationship between the different modes? (3) how to understand multi-modal metaphors in new media advertisements? The main conclusions of this paper are as follows: (1) there are at least 9 modes in new media advertising, and the most common modal forms in new media advertising are multi-modal, image mode, music mode, multi-modal, image mode, and so on. (2) the construction of multi-modal metaphorical meaning is an interactive, dynamic and symbiotic process. There are one or more modes in the process of cooperation. (3) the interpretation of multimodal metaphors involves two different conceptual ontologies, the source domain and the target domain, which are represented by multiple modes, and the characteristics of their contents and their cross-mapping between them. Abstract conceptual metaphor not only can be externalized into language, but also can be vividly represented by other modes or multi-modal synergism. The interpretation of multi-modal metaphor should involve many senses, such as vision, hearing, smell and so on, through cognition. Human experience and contextual factors act together to communicate and communicate with the surrounding environment to realize the effective interaction between symbolic information. This paper further proves the cognitive function of multi-modal metaphors and the ability of ICM to interpret multi-modal metaphors, and verifies that ICM's interpretation of multi-modal metaphors has the same explanatory power at the micro level.
【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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