在語(yǔ)言學(xué)和廣告學(xué)研究中,隱喻和廣告都是研究的熱點(diǎn)。隱喻不僅在日常語(yǔ)言使用中十分常見(jiàn),而且是人類的一種非常重要的認(rèn)知手段。廣告是商家向顧客宣傳產(chǎn)品的有效手段,是消費(fèi)者了解商品的直接渠道。隱喻作為廣告設(shè)計(jì)過(guò)程中的重要策略,不僅能傳遞商品信息,而且具有說(shuō)服功能。隨著科學(xué)信息技術(shù)的迅猛發(fā)展,廣告中隱喻的表現(xiàn)形式不再拘泥于語(yǔ)言層面,圖形、聲音、音樂(lè)和手勢(shì)等多種模態(tài)也成為了其表征形式。目前,一些語(yǔ)言學(xué)家熱衷于研究商品廣告中的隱喻,但大多數(shù)研究?jī)H局限于平面廣告,較少?gòu)恼J(rèn)知角度來(lái)分析流媒體商品廣告中的隱喻。本文以概念隱喻理論和多模態(tài)隱喻理論為指導(dǎo),采用定性分析和定量分析相結(jié)合的方法,對(duì)6則中國(guó)牛奶廣告和6則西方牛奶廣告中的多模態(tài)隱喻進(jìn)行對(duì)比研究,同時(shí)對(duì)牛奶電視廣告中多模態(tài)隱喻的勸說(shuō)策略進(jìn)行了探討。本文的研究問(wèn)題包括:（1）中英牛奶電視廣告是如何構(gòu)建多模態(tài)隱喻意義的?以及中英牛奶電視廣告的多模態(tài)隱喻的意義構(gòu)建過(guò)程中有什么異同?（2）中英牛奶電視廣告的勸說(shuō)策略有何異同?本文的研究發(fā)現(xiàn)如下:（1）所選牛奶電視廣告通過(guò)視覺(jué)、言語(yǔ)和聽(tīng)覺(jué)等三種不同的模態(tài)融合在一起構(gòu)建多模態(tài)隱喻意義;（2）轉(zhuǎn)喻在隱喻構(gòu)建過(guò)程中發(fā)揮... 

【文章來(lái)源】：湖南師范大學(xué)湖南省 211工程院校

【文章頁(yè)數(shù)】：123 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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



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