本文關鍵詞：公益廣告中隱喻的多模態(tài)研究　出處：《西南大學》2015年碩士論文　論文類型：學位論文

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【摘要】：隱喻作為思維的一種方式,不僅存在于語言之中而且存在于思想和行動之中。語言只是隱喻實現(xiàn)的一種形式,其他領域諸如繪畫、音樂、電影和廣告中也存在隱喻。廣告中的隱喻已成為眾多專家、學者研究的熱門話題。然后,大部分的相關研究停留在文字模態(tài)層面或圖像模態(tài)層面的隱喻,很少對多模態(tài)層面的隱喻展開探索。公益廣告是維護社會道德、提升社會意識的教育力量,同時也是利用模態(tài)間的相互聯(lián)系進行隱喻研究的最佳范例。基于概念隱喻理論和多模態(tài)隱喻理論,本文采用描寫、闡釋、內(nèi)省和數(shù)據(jù)庫分析等研究方法,對公益廣告中的隱喻進行多模態(tài)研究。本文旨在回答以下四方面的問題：(1)公益廣告中隱喻的工作機制是什么?(2)從多模態(tài)的角度,隱喻在公益廣告中是如何呈現(xiàn)的?(3)隱喻在公益廣告中發(fā)揮了怎樣的作用?(4)是否存在影響公益廣告中隱喻構建的因素?如果存在,因素有哪些?本文的主要研究結果可歸納如下：(1)立足于概念隱喻理論和多模態(tài)隱喻理論,公益廣告中隱喻的工作機制存在兩種類型。就單模態(tài)隱喻而言,在隱喻映射的幫助下,目標域意義的理解與始源域的經(jīng)驗及特征息息相關；就多模態(tài)隱喻而言,始源義借助圖像／語言工具得以表示,同時它也作為思維工具來獲取目標義。(2)根據(jù)公益廣告中不同模態(tài)的相互作用,隱喻的呈現(xiàn)方式分為文字呈現(xiàn)、圖像呈現(xiàn)及多模態(tài)呈現(xiàn)。隨著現(xiàn)代網(wǎng)絡技術和多媒體技術的發(fā)展,公益廣告中隱喻的多模態(tài)化日漸盛行,隱喻的呈現(xiàn)方式也更傾向于多模態(tài)。(3)通過數(shù)據(jù)庫分析研究,公益廣告中隱喻的功能分為信息功能、啟發(fā)功能和美學功能。(4)公益廣告中隱喻的識解受客觀因素和主管因素的影響�？陀^因素指具體某個廣告的語境和文化特征,主觀因素指目標觀眾的百科知識和個人經(jīng)驗。(5)在對公益廣告中隱喻進行多模態(tài)分析,進一步證明隱喻和轉(zhuǎn)喻是密切聯(lián)系的。轉(zhuǎn)喻的指示和突顯功能有助于隱喻的構建,隱喻的識解擴大了轉(zhuǎn)喻的映射范圍。筆者希望,本文能為將來的隱喻研究帶來一定的啟示,同時也能促進公益廣告中隱喻的創(chuàng)造及隱喻意義的識解。
[Abstract]:Metaphor as a way of thinking, not only in language but also in thought and action. A formal language is a metaphor for the other areas, such as painting, music, film and advertising metaphor also exists. Metaphors in advertising has become a hot topic of many experts and scholars. Then, related research most of the stay in the text or image modality metaphor mode level level, the level of multimodal metaphor rarely explored. Advertisement is to maintain social morality, enhance social awareness of the power of education, but also the best examples of metaphor research interrelated between the modes. The conceptual metaphor theory and multimodal metaphor theory based on this paper uses description, interpretation, research methods of introspection and database analysis, multi modal study of metaphors in public service advertisements. This paper aims to answer the following four aspects The problem: (1) what is the working mechanism of metaphor in public service advertisement? (2) from a multimodal perspective, metaphor in public service advertising is how to present metaphor? (3) what role to play in public service advertising? (4) the existence of factors affecting the construction of metaphors in public service advertisements if? There are, what are the factors? The main results of this thesis can be summarized as follows: (1) based on the conceptual metaphor theory and multimodal metaphor theory, there are two types of working mechanism of metaphor in public service advertisement. The single modal metaphor, metaphorical mapping in the help of experience and understanding, is closely related with Siwon target domain feature the significance of the domain; on the multimodal metaphor, meaning Siwon with the help of image / language tools to express, and as a thinking tool to obtain the target meaning. (2) according to the different modes of interaction in the ads, the presentation is divided into metaphor Text presentation, image rendering and multimodal presentation. With the development of modern network technology and multimedia technology, multimodal metaphors in public service advertisements is becoming more prevalent, the metaphor of the presentation are more prone to multi modal. (3) through the database analysis of metaphors in public service advertisements is divided into information function, function and inspiration aesthetic function. (4) the construal of metaphors in public service advertisements by objective factors and administrative factors. The objective factors refers to a specific context and cultural features of advertising, subjective factors refer to the target audience in the Encyclopedia of knowledge and personal experience. (5) on the metaphors in public service advertisements for multimodal analysis, further proof of metaphor and metonymy are closely linked. Instructions and highlight the function of metonymy helps to build a metaphor, metaphor construal expanded the scope of mapping metonymy. The author hopes that this paper can bring some future research of metaphor It can also promote the creation of metaphor and the understanding of metaphorical meaning in public service advertising.

【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：H05

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本文編號：1377313