發(fā)布時(shí)間：2020-12-29 04:37

　　本研究以概念隱喻理論為理論框架,對于從www.adsoftheworld.com和www.welovead.com兩個(gè)廣告網(wǎng)站上選取的80幅平面食品廣告進(jìn)行認(rèn)知視角的多模態(tài)隱喻研究。本研究通過分析平面食品廣告中多模態(tài)隱喻的分布、意義構(gòu)建以及影響意義構(gòu)建的因素,旨在為讀者理解平面食品廣告提供認(rèn)知依據(jù)。本研究依據(jù)隱喻識(shí)別標(biāo)準(zhǔn)(Forceville,1996:108),自建多模態(tài)隱喻標(biāo)注流程,借助NVivo 12對80幅平面食品廣告中出現(xiàn)的多模態(tài)隱喻進(jìn)行標(biāo)注與編碼,并采用定性研究與定量研究相結(jié)合的方法分析多模態(tài)隱喻的分布規(guī)律與意義構(gòu)建,旨在回答以下三個(gè)研究問題:(1)英語平面食品廣告中的多模態(tài)隱喻是如何分布的?(2)英語平面食品廣告中的多模態(tài)隱喻是怎樣構(gòu)建意義的?(3)英語平面食品廣告中多模態(tài)隱喻的意義構(gòu)建受到哪些因素的影響?研究發(fā)現(xiàn):80幅平面食品廣告中的多模態(tài)隱喻共計(jì)出現(xiàn)八類,其源域主要為“人物”、“植物”、“動(dòng)物”、“物體”,次要為“戰(zhàn)爭”、“方位”、“旅程”和“樂趣”;平面食品廣告中的多模態(tài)隱喻主要通過多模態(tài)觸發(fā)機(jī)制實(shí)現(xiàn)模態(tài)互動(dòng),通過隱喻映射機(jī)制實(shí)現(xiàn)對映射屬性的凸顯或隱藏;影響平面食... 

【文章來源】：吉林大學(xué)吉林省 211工程院校 985工程院校 教育部直屬院校

【文章頁數(shù)】：103 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
內(nèi)容提要
Synopsis
摘要
Abstract
Introduction
    Research Background
    Research Objectives
    Research Significance
    Thesis Organization
Chapter One Literature Review
    1.1 Previous Studies on Advertising
        1.1.1 An Overview of Advertising
        1.1.2 Interdisciplinary Studies on Advertising
    1.2 Previous Studies on Multimodal Metaphor
        1.2.1 An Overview of Multimodal Metaphor
        1.2.2 Cognitive Linguistic Studies on Multimodal Metaphor
        1.2.3 Systemic Functional Linguistic Studies on Multimodal Metaphor
    1.3 Summary
Chapter Two Theoretical Framework and Research Methodology
    2.1 Theoretical Framework
        2.1.1 An Overview of Conceptual Metaphor Theory（CMT）
        2.1.2 Applicability of CMT in This Study
        2.1.3 Application of CMT in This Study
    2.2 Research Methodology
        2.2.1 Research Questions
        2.2.2 Data Collection
        2.2.3 Data Annotation
        2.2.4 Analytical Instruments
        2.2.5 Research Procedure
Chapter Three Results and Discussion
    3.1 Distribution of Multimodal Metaphors
        3.1.1 Distribution of Major Multimodal Metaphors
        3.1.2 Distribution of Minor Multimodal Metaphors
    3.2 Meaning Construction of Multimodal Metaphors
        3.2.1 Meaning Construction of Major Multimodal Metaphors
        3.2.2 Meaning Construction of Minor Multimodal Metaphors
    3.3 Factors Influencing Meaning Construction of Multimodal Metaphors
        3.3.1 Diet and Consumption Concepts
        3.3.2 Meaning Potential and Functions of Multimodal Signs
    3.4 Summary
Conclusion
    Major Findings
    Implications
    Limitations
    Suggestions for Further Research
References
Appendix
作者簡介及科研成果
Acknowledgements



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