【摘要】：隱喻最初是被廣泛應(yīng)用在文學(xué)領(lǐng)域的一種修辭手段。傳統(tǒng)的隱喻研究主要把隱喻作為一種修辭手段來展開。從九十年代后期，國外學(xué)者開始從廣告、漫畫、手勢語等多種語類中尋找隱喻，從而掀起了多模態(tài)隱喻研究的高潮。 在多模態(tài)隱喻的研究下，對平面廣告中的隱喻研究日益凸顯。尤其是在信息爆炸的今天，為了在有限的時間和空間內(nèi)增強廣告的傳播效果，引起人們最大的關(guān)注度，，設(shè)計者在設(shè)計廣告時往往絞盡腦汁，樂于采用圖文并茂的形式，以此增強廣告的感染力。使人們在自覺和不自覺中能夠感知并挖掘出廣告所帶來的意義和傳播價值。而這種圖文并茂的形式所運用的就是隱喻的方式。 本文以平面廣告中的隱喻為研究對象展開討論。我們關(guān)注的問題主要有：一、平面廣告中是否存在著概念隱喻；二、人類如何利用隱喻性的思維方式來獲得平面廣告創(chuàng)作者真正的交際意圖；三、通過語言學(xué)的相關(guān)知識對平面廣告中隱喻的輸入手法和運作機制的解讀，來了解平面廣告這種獨特的語類特征。這三個問題的研究結(jié)果既可以為概念隱喻理論的正確與否提供參考，也可以通過對平面廣告語料特征的研究豐富認知語言學(xué)、語用學(xué)的內(nèi)容，具有重要的理論和實踐意義。 本文共分六章，第一章介紹了自亞里士多德以來學(xué)者們對隱喻的研究狀況，另外對平面廣告以及國內(nèi)外學(xué)者對平面廣告中隱喻的研究也作了簡單地介紹。第二章，我們介紹了平面廣告中隱喻的分類。第三章是平面廣告中隱喻的信息輸入。第四章是分析平面廣告中的隱喻是如何判定的。第五章研究平面廣告中隱喻的運作機制。第六章針對不同背景知識和不同文化的影響，平面廣告中隱喻的選擇和取舍也產(chǎn)生了變化，此章節(jié)就此進行了簡單的對比和分析。 本文分別采取了國內(nèi)和國外多個真實的平面廣告案例，對其進行分析和解讀，在素材的選擇上具有真實可信性。同時，本文的特色在于運用語言學(xué)的知識，豐富傳播學(xué)和設(shè)計學(xué)領(lǐng)域的研究，對廣告創(chuàng)作者和媒體從業(yè)人員具有實際的指導(dǎo)意義。多模態(tài)隱喻在國內(nèi)的研究才剛剛起步，因此本文希望能為其國內(nèi)學(xué)者的進一步研究起到拋磚引玉的作用，為國內(nèi)多模態(tài)隱喻的研究增添新的內(nèi)容。
[Abstract]:Metaphor was initially a rhetorical device widely used in literature. Traditional metaphor studies mainly use metaphor as a rhetorical device. Since the late 1990s, foreign scholars began to search for metaphors in advertising, comics, sign language and other language categories, thus setting off the climax of multi-modal metaphor research. Under the research of multi-modal metaphor, the study of metaphor in print advertising is becoming more and more prominent. Especially in the information explosion today, in order to enhance the dissemination effect of advertisement in limited time and space, and arouse people's greatest attention, the designer often racked his brains when designing the advertisement, and was happy to adopt the form of picture and text. In order to enhance the appeal of advertising. So that people can perceive and excavate the significance and communication value of advertising in conscious and unconscious. This picturesque form is metaphorical. This paper focuses on metaphor in print advertising. The main problems we pay attention to are: first, whether there are conceptual metaphors in print advertising; second, how human beings use metaphorical thinking to obtain the real communicative intention of the creators of print advertising; third, Through the interpretation of linguistic knowledge on the input techniques and operational mechanism of metaphor in print advertising, this paper tries to understand the unique linguistic category characteristics of print advertising. The research results of these three questions can not only provide a reference for the correctness of conceptual metaphor theory, but also enrich the contents of cognitive linguistics and pragmatics through the study of the features of print advertising corpus, which has important theoretical and practical significance. This paper is divided into six chapters. The first chapter introduces the research status of metaphor since Aristotle, in addition to the print advertising and domestic and foreign scholars on the study of metaphor in print also made a brief introduction. In the second chapter, we introduce the classification of metaphor in print advertising. The third chapter is the information input of metaphor in print advertising. Chapter four analyzes how metaphors are judged in print advertising. Chapter five studies the mechanism of metaphor in print advertising. The sixth chapter aims at the influence of different background knowledge and different culture, the choice and choice of metaphor in print advertising also changes, this chapter makes a simple comparison and analysis. This paper analyzes and interprets several real print advertising cases both at home and abroad. At the same time, the feature of this paper is to use the knowledge of linguistics, enrich the field of communication and design research, and have practical guiding significance for advertising creators and media practitioners. The study of multi-modal metaphor is just beginning in China, so this paper hopes to provide a valuable reference for the further study of multi-modal metaphor in China and to add new content to the study of multi-modal metaphor in China.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H15

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