平面酒广告中视觉隐喻的多模态认知—语用研究

发布时间：2018-09-06 13:17

【摘要】：随着信息化和多媒体技术的迅猛发展,人们传递信息的语言方式不再只局限于纯文字表征,而扩展到文字、图像、声音等相互交织的多模态话语。Forceville(1996,2009)等学者首先开展了图像隐喻的研究,进而在这一基础上提出了多模态隐喻的理论,将语言领域的概念隐喻拓展到跨学科的多模态领域中。目前,许多学者已经对图像隐喻和多模态隐喻进行了研究,语类主要涉及广告、漫画、手势等,研究内容包括概念隐喻理论拓展到非文字领域的检验、多模态隐喻的运作机制、多模态隐喻转喻的关系等多个方面。但相关研究大多是从功能或认知单个角度进行的个案分析,分析视角相对单一且研究信度偏低。运用语料库的方法从认知-语用视角探讨视觉隐喻,符合认知语用研究的新趋势,有利于拓展多模态隐喻研究的方向,提高研究的信度,因此十分必要。平面广告是依赖视觉符号:图像和文字来说服消费者购买商品的一种交际手段,它利用消费者的多模态感知能力隐喻性地传达广告意图。而在广告学界,酒广告因经济的发展及人们生活水平的提高占据重要位置。因此,本文选取平面酒广告为语料,以认知视角的概念隐喻理论和在此基础上发展起来的多模态隐喻理论,以及语用视角的关联理论为理论基础,相互补充地共同探讨平面酒广告中的视觉隐喻,重点回答以下三个问题:(1)平面酒广告中视觉隐喻的类型及其频率、特点是什么?(2)平面酒广告中不同类型的视觉隐喻如何构建意义?(3)平面酒广告中视觉隐喻的认知语用功能是什么?本文随机选取90幅知名品牌平面酒广告自建语料库,以Pragglejaz Group(2007)的隐喻识别步骤、Forceville(2008)和Zhao Xiufeng(2010)关于视觉隐喻的分类为框架对平面酒广告中的视觉隐喻进行识别与分类,采用最新的多媒体数据处理和分析软件Nvivo11作为工具,通过导入、编辑、编码和创建节点来标注和统计数据,之后进行定性分析:识解视觉隐喻、探寻信息交际意图以及探讨认知语用功能。研究发现:(1)根据涉及的模态种类,平面酒广告中的视觉隐喻包括两大类:图像单模态隐喻(43.3%)和图文多模态隐喻(56.7%),图文多模态隐喻又可依据图文关系分为图文互补型(16.7%)和图文加强型(40%)。而根据源域和目标域的关系,这两大类视觉隐喻可分为四种:语境隐喻(16.7%)、混合隐喻(23.3%)、并置隐喻(26.7%)和合成隐喻(33.3%)。其中,图像模态是源域和目标域的主要模态,图像模态和文本模态相互配合展现两域。通过比较发现,平面酒广告常使用ALCOHOLIC DRINK IS WOMAN这一视觉隐喻,而且不同类型的酒因口感不同涉及的视觉隐喻也不同:啤酒清爽,常用BEER IS SEA;葡萄酒醇厚,WINE IS RED SILK;白酒刺激,常用VODKA IS PEAK等。值得一提的是研究中36.7%的隐喻映射过程都有转喻参与,转喻为隐喻提供必要基础,二者互动整合构建意义。(2)平面酒广告中各视觉隐喻类型数量不同,但其解读过程相似,包括两个步骤:明示过程和推理过程。对于广告者来说,视觉隐喻作为明示刺激向受众展现信息意图及其背后的交际意图;对于受众来说,感受到明示刺激后便会仔细阅读语境(包括文本内语境和文本外语境)理解信息意图,接着去追寻交际意图,运用最佳关联原则解读视觉隐喻。一旦视觉隐喻被受众理解,交际意图便会显现,通常是突出酒的优质特点、吸引力或特殊性来吸引消费者购买商品。最终,受众的认知环境发生改变。尽管,解读平面酒广告中视觉隐喻都是寻求最佳关联、识别视觉隐喻以及追寻商家的信息意图和交际意图的过程,但不同类型的视觉隐喻,侧重点不同:解读语境隐喻的关键在于充分理解语境,推测源域;解读并置隐喻的重点是发现源域和目标域之间的对比关系,文本、百科知识和经验在这其中起重要作用;混合隐喻和合成隐喻相似,源域和目标域都已呈现,因此把握两域之间的相似点是解读这两种视觉隐喻的关键。相比于图文多模态隐喻,图像单模态隐喻提供的信息相对较少,因此为了使受众可以正确理解隐喻,广告者使用的图像单模态隐喻多为简单隐喻。(3)平面酒广告中的视觉酒隐喻具有劝说功能、经济功能、信息功能和美学功能四项功能。劝说功能是最主要的,包括认知劝说和情感劝说:认知劝说通过制造语义冲突吸引注意、部分映射突出酒的优点忽视多饮酒对身体有害的缺点和创建饮酒在身体和心理上与其它活动的相似性三种途径实现;情感劝说有两种实现途径,一是通过源域来传递情感,如爱,二是通过新奇隐喻或相似体验引出受众的积极情感。经济功能主要体现在图像和文字的配合提高了受众处理信息的效率,而且图像在信息的传递上更生动形象。信息功能的实现依赖两种途径:运用礼貌话语委婉地传递意图,降低受众对酒广告的不信任感;用旧词谈论新事物以创造新意义。美学功能也不可忽视:一则新奇隐喻充满创意;二则不同类型的酒使用不同的颜色隐喻突出酒不同的特点;三则视觉隐喻本身的特性使得广告具有动态和叙述性,酒这一事物具体有形。正是视觉隐喻的丰富功能使得它被广泛使用在平面酒广告中。本文在理论上进一步印证了概念隐喻尤其是多模态隐喻,综合性地从认知和语用两个视角探讨平面酒广告中的视觉隐喻,对拓展隐喻及多模态隐喻的研究有重要的意义。此外,从实践方面来说,本文为平面酒广告的设计提供了有益的启示,广告者可以通过视觉隐喻来传递信息意图和交际意图。同时本文也帮助消费者客观准确地理解平面酒广告,理性消费。
[Abstract]:With the rapid development of information technology and multimedia technology, the way people convey information is no longer confined to the pure text representation, but extended to the interwoven multi-modal discourse of text, image and sound. Forceville (1996, 2009) and other scholars first carried out the study of image metaphor, and then proposed multi-modal metaphor on this basis. At present, many scholars have studied image metaphor and multimodal metaphor. The genre mainly involves advertisements, cartoons, gestures and so on. The research contents include the extension of conceptual metaphor theory to the test of non-verbal domain, and the operation mechanism of multimodal metaphor. However, most of the relevant studies are conducted from a single functional or cognitive perspective, with relatively single perspectives and low reliability. The use of corpus to explore visual metaphor from a cognitive-pragmatic perspective is in line with the new trend of cognitive-pragmatic research and is conducive to expanding multimodal implicitness. Graphic advertising is a means of communication that relies on visual symbols: images and words to persuade consumers to buy goods. It uses consumers'multi-modal perception ability to metaphorically convey advertising intentions. In advertising circles, wine advertising is due to economic development and people's living water. Therefore, based on the conceptual metaphor theory from the cognitive perspective and the multimodal metaphor theory developed on this basis, and the relevance theory from the pragmatic perspective, this paper explores the visual metaphor in the plane wine advertisement together, with the emphasis on the following three questions Questions: (1) What are the types and frequencies of visual metaphors in print wine advertisements, and what are their characteristics? (2) How do different types of visual metaphors construct meanings in print wine advertisements? (3) What are the cognitive and pragmatic functions of visual metaphors in print wine advertisements? Forceville (2008) and Zhao Xiufeng (2010) classify visual metaphors into frameworks to identify and classify visual metaphors in print wine advertisements. The latest multimedia data processing and analysis software Nvivo11 is used as a tool to annotate and statistics data by importing, editing, coding and creating nodes. The study finds that: (1) According to the modal types involved, visual metaphors in print wine advertisements can be divided into two categories: single-modal metaphor (43.3%) and multi-modal metaphor (56.7%) and multi-modal metaphor (pictorial-textual metaphor). According to the relationship between source domain and target domain, the two types of visual metaphors can be divided into four types: contextual metaphor (16.7%), mixed metaphor (23.3%), juxtaposed metaphor (26.7%) and composite metaphor (33.3%). Through comparison, it is found that the visual metaphor of ALCOHOLIC DRINK IS WOMAN is often used in print wine advertisements, and different types of wine involve different visual metaphors due to different taste: beer is refreshing, commonly used BEER IS SEA; wine is mellow, WINE IS RED SILK; liquor stimulation, commonly used VODKA IS PEAK, etc. 36.7% of the metaphorical mapping processes involve metonymy, which provides the necessary basis for metaphor and constructs meaning through interaction and integration. (2) The number of visual metaphors in print wine advertisements is different, but the interpretation process is similar, including two steps: the ostensive process and the inferential process. The audience shows the information intention and the communicative intention behind it; for the audience, when they feel the explicit stimulus, they will read the context (including the text context and the text context) carefully to understand the information intention, then pursue the communicative intention and interpret the visual metaphor using the principle of optimal relevance. In the end, the cognitive environment of the audience changes. Although the interpretation of visual metaphors in print wine advertisements is a process of seeking optimal relevance, identifying visual metaphors and pursuing the merchant's information and communicative intentions, different types of visual perceptions do exist. The key to interpreting contextual metaphor is to fully understand the context and infer the source domain; the key to interpreting juxtapositional metaphor is to discover the contrastive relationship between the source domain and the target domain, in which text, encyclopedic knowledge and experience play an important role; mixed metaphor and composite metaphor are similar, and both source domain and target domain have been presented. Grasping the similarity between the two domains is the key to interpreting the two visual metaphors. Compared with graphic multi-modal metaphors, image single-modal metaphors provide relatively little information. Therefore, in order to make the audience understand metaphors correctly, the image single-modal metaphors used by advertisers are mostly simple metaphors. (3) The visual wine metaphors in plane wine advertisements are persuasive. Persuasion is the most important function, including cognitive persuasion and emotional persuasion. Cognitive persuasion attracts attention by creating semantic conflicts. Part of the mapping highlights the advantages of alcohol, ignores the disadvantages of excessive drinking and creates physical and psychological harmfulness of drinking and other activities. Similarity can be realized in three ways; emotional persuasion can be realized in two ways: one is to convey emotions through the source domain, such as love; the other is to elicit positive emotions from the audience through novel metaphors or similar experiences. The realization of information function depends on two ways: using polite utterances to euphemistically convey intention, reducing the audience's distrust of wine advertisements; using old words to talk about new things to create new meanings. The aesthetic function can not be ignored: a novel metaphor is full of creativity; and different types of wine use different color metaphors to highlight different liquors. It is the rich function of visual metaphor that makes it widely used in print wine advertisements. This paper further proves conceptual metaphor, especially multimodal metaphor, comprehensively from the cognitive and pragmatic perspectives. It is of great significance to explore the visual metaphor in plane wine advertisement for expanding the study of metaphor and multimodal metaphor. In addition, from the practical aspect, this paper provides useful inspiration for the design of plane wine advertisement. Advertisers can convey information intention and communicative intention through visual metaphor. At the same time, this paper also helps consumers to be objective. Accurately understand flat wine advertising, rational consumption.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H030

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