發(fā)布時間：2022-02-22 08:26

　　本文以概念整合理論為理論框架,主要采用定性研究兼用定量研究作為研究方法。以中英文公益廣告中三大主題廣告為研究語料:環(huán)境保護(hù)、傳統(tǒng)文化、社會道德。中文公益廣告主要來源于CCTV公益廣告網(wǎng)站。英文公益廣告來源于You Tube。本文分析了中英文公益廣告中多模態(tài)隱喻的特征,作用,其目的是進(jìn)一步分析其相似和差異。本文將回答以下三個研究問題:1)中英文公益廣告中的多模態(tài)隱喻有什么特點(diǎn)?2)公益廣告中的多模態(tài)隱喻有什么作用?3)基于概念整合理論,中英文公益廣告中的異同是什么?對中英文公益廣告的對比研究表明:（1）多模態(tài)隱喻普遍存在于中英文公益廣告中,主要模態(tài)涉及聲音、顏色、圖像、語言。公益廣告中的多模態(tài)隱喻在本質(zhì)上具有動態(tài)性,使表意形象生動。（2）在多模態(tài)隱喻中,原域多為具體實體,目標(biāo)域多為抽象表達(dá)。多模態(tài)隱喻的運(yùn)用使語義表達(dá)生動形象,且易于理解,因此有助于引導(dǎo)人們的思維與行為,促進(jìn)傳統(tǒng)文化的繼承與發(fā)展。（3）中英文公益廣告的共性體現(xiàn)在:都涉及顏色模態(tài),語言模態(tài)和圖像模態(tài)且都受各自傳統(tǒng)文化的影響。差異性體現(xiàn)在:中文公益廣告主題多為社會道德,集體主義,且涉及更多文化傳統(tǒng),英文公益廣告則更注重人性、個... 

【文章來源】：西安外國語大學(xué)陜西省

【文章頁數(shù)】：83 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER Ⅰ INTRODUCTION
    1.1 Research Background
    1.2 Objectives of the Research
    1.3 Significance of the Research
    1.4 Structure of the Thesis
    1.5 Summary
CHAPTER Ⅱ LITERATURE REVIEW
    2.1 Conceptual Metaphor
    2.2 Previous Studies on Multimodal Metaphor
        2.2.1 Studies on Multimodal Metaphor Abroad
        2.2.2 Studies on Multimodal Metaphor at Home
    2.3 Previous Studies on Public Service Advertisements
        2.3.1 Studies on Public Service Advertisements Abroad
        2.3.2 Studies on Public Service Advertisements at Home
    2.4 Summary
CHAPTER Ⅲ THEORETICAL FOUNDATION
    3.1 Development of Conceptual Blending Theory
        3.1.1 Conceptual Metaphor Theory
        3.1.2 Mental Spaces Theory
        3.1.3 Conceptual Blending Theory
    3.2 Cognitive Operation Process:Network Model
        3.2.1 Cross-Space Mapping in Conceptual Blending Theory
        3.2.2 Selective Projection and Blending
        3.2.3 Four Types of Conceptual Integration Networks
        3.2.4 Optimality Principles of Conceptual Blending Theory
        3.2.5 Emergent Structure and Emergent Meaning
    3.3 Summary
CHAPTER Ⅳ RESEARCH METHODOLOGY
    4.1 Research Questions
    4.2 Data Collection
    4.3 Analysis Procedure
CHAPTER Ⅴ ANALYSIS OF MULTIMODAL METAPHORS INBOTH CHINESE AND ENGLISH PUBLIC SERVICETADVERTISEMETS
    5.1 Case One:Environmental Protection
    5.2 Case Two:Traditional Culture
    5.3 Case Three:Social Morality
CHAPTER Ⅵ CONCLUSION
    6.1 Major Findings
    6.2 Implications
    6.3 Limitations and Suggestions
REFERENCES
APPENDIX



本文編號：3639075