汉英牛奶电视广告中的多模态隐喻研究
发布时间：2022-01-23 12:39
在语言学和广告学研究中,隐喻和广告都是研究的热点。隐喻不仅在日常语言使用中十分常见,而且是人类的一种非常重要的认知手段。广告是商家向顾客宣传产品的有效手段,是消费者了解商品的直接渠道。隐喻作为广告设计过程中的重要策略,不仅能传递商品信息,而且具有说服功能。随着科学信息技术的迅猛发展,广告中隐喻的表现形式不再拘泥于语言层面,图形、声音、音乐和手势等多种模态也成为了其表征形式。目前,一些语言学家热衷于研究商品广告中的隐喻,但大多数研究仅局限于平面广告,较少从认知角度来分析流媒体商品广告中的隐喻。本文以概念隐喻理论和多模态隐喻理论为指导,采用定性分析和定量分析相结合的方法,对6则中国牛奶广告和6则西方牛奶广告中的多模态隐喻进行对比研究,同时对牛奶电视广告中多模态隐喻的劝说策略进行了探讨。本文的研究问题包括:（1）中英牛奶电视广告是如何构建多模态隐喻意义的?以及中英牛奶电视广告的多模态隐喻的意义构建过程中有什么异同?（2）中英牛奶电视广告的劝说策略有何异同?本文的研究发现如下:（1）所选牛奶电视广告通过视觉、言语和听觉等三种不同的模态融合在一起构建多模态隐喻意义;（2）转喻在隐喻构建过程中发挥...
【文章来源】：湖南师范大学湖南省 211工程院校
【文章页数】：123 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Introduction
0.1 Research Background
0.2 Research Questions
0.3 Research Purposes and Significance
0.4 Layout of the Thesis
Chapter One Literature Review
1.1 Advertising
1.1.1 Definition of Advertisements
1.1.2 Classification of Advertisements
1.1.3 Previous Studies of Multimodal Metaphors in Advertisements
1.2 The Persuasive Strategies of Metaphors in Advertisements
1.2.1 Three Persuasive Strategies
1.2.2 Previous Researches on the Persuasive Strategies of Metaphors inAdvertisements
1.3 Summary
Chapter Two Theoretical Foundation
2.1 Conceptual Metaphor Theory
2.1.1 Definition of Conceptual Metaphor
2.1.2 Characteristics of Conceptual Metaphor
2.1.3 Classification of Conceptual Metaphor
2.1.4 Working Mechanism of Conceptual Metaphor
2.2 Multimodal Metaphor Theory
2.2.1 Mode
2.2.2 Definition of Multimodal Metaphor
2.2.3 Distinctive Features of Multimodal Metaphor
2.2.4 Metonymy in Multimodal Metaphor
Chapter Three Meaning Construction of Multimodal Metaphor in Chineseand English TV Advertisements of Milk
3.1 Meaning Construction of Multimodal Metaphor in Chinese TVAdvertisements of Milk
3.1.1 Meaning Construction of Multimodal Metaphor in Mengniu
3.1.2 Meaning Construction of Multimodal Metaphor in Yili
3.1.3 Meaning Construction of Multimodal Metaphor in BrightDairy
3.2 Meaning Construction of Multimodal Metaphor in English TVAdvertisements of Milk
3.2.1 Meaning Construction of Multimodal Metaphor in Cravendale
3.2.2 Meaning Construction of Multimodal Metaphor in Devondale
3.2.3 Meaning Construction of Multimodal Metaphor in RealCalifornia Milk
3.3 A Comparison of Meaning Construction of Multimodal Metaphorin Chinese and English TV Advertisements of Milk
Chapter Four Persuasive Strategies of Multimodal Metaphor in TVAdvertisements of Milk
4.1 Pathos in TV Advertisements of Milk
4.2 Ethos in TV Advertisements of Milk
4.3 Logos in TV Advertisements of Milk
4.4 Summary
Conclusion
Bibliography
Appendix
Acknowledgements
本文编号：3604367
【文章来源】：湖南师范大学湖南省 211工程院校
【文章页数】：123 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Introduction
0.1 Research Background
0.2 Research Questions
0.3 Research Purposes and Significance
0.4 Layout of the Thesis
Chapter One Literature Review
1.1 Advertising
1.1.1 Definition of Advertisements
1.1.2 Classification of Advertisements
1.1.3 Previous Studies of Multimodal Metaphors in Advertisements
1.2 The Persuasive Strategies of Metaphors in Advertisements
1.2.1 Three Persuasive Strategies
1.2.2 Previous Researches on the Persuasive Strategies of Metaphors inAdvertisements
1.3 Summary
Chapter Two Theoretical Foundation
2.1 Conceptual Metaphor Theory
2.1.1 Definition of Conceptual Metaphor
2.1.2 Characteristics of Conceptual Metaphor
2.1.3 Classification of Conceptual Metaphor
2.1.4 Working Mechanism of Conceptual Metaphor
2.2 Multimodal Metaphor Theory
2.2.1 Mode
2.2.2 Definition of Multimodal Metaphor
2.2.3 Distinctive Features of Multimodal Metaphor
2.2.4 Metonymy in Multimodal Metaphor
Chapter Three Meaning Construction of Multimodal Metaphor in Chineseand English TV Advertisements of Milk
3.1 Meaning Construction of Multimodal Metaphor in Chinese TVAdvertisements of Milk
3.1.1 Meaning Construction of Multimodal Metaphor in Mengniu
3.1.2 Meaning Construction of Multimodal Metaphor in Yili
3.1.3 Meaning Construction of Multimodal Metaphor in BrightDairy
3.2 Meaning Construction of Multimodal Metaphor in English TVAdvertisements of Milk
3.2.1 Meaning Construction of Multimodal Metaphor in Cravendale
3.2.2 Meaning Construction of Multimodal Metaphor in Devondale
3.2.3 Meaning Construction of Multimodal Metaphor in RealCalifornia Milk
3.3 A Comparison of Meaning Construction of Multimodal Metaphorin Chinese and English TV Advertisements of Milk
Chapter Four Persuasive Strategies of Multimodal Metaphor in TVAdvertisements of Milk
4.1 Pathos in TV Advertisements of Milk
4.2 Ethos in TV Advertisements of Milk
4.3 Logos in TV Advertisements of Milk
4.4 Summary
Conclusion
Bibliography
Appendix
Acknowledgements
本文编号：3604367
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