本文關鍵詞： 多模態(tài)隱喻 中美電信企業(yè)標識 意義構建 對比分析　出處：《湖南農業(yè)大學》2015年碩士論文　論文類型：學位論文

【摘要】：隱喻具有普遍性,二十世紀七十年代開始,隱喻成為了多學科交叉研究的熱點。1980年美國語言學家Lakoff Johnson提出了概念隱喻理論,指出“隱喻是思維問題,不是語言問題”(Lakoff 1993:210)。在此基礎上,荷蘭語言學家Forceville于二十世紀九十年代末將多模態(tài)語篇與認知語言學結合提出了多模態(tài)隱喻。論文分為六章,其中第一章對論文作了簡要介紹,包括論文的研究意義、目的與方法等；第二章為文獻綜述,重點對國內外多模態(tài)隱喻的研究進行了闡述；第三章為論文理論框架,包括多模態(tài)隱喻理論與視覺語法理論等；第四章重點從多模態(tài)隱喻的源域和目標域之間的映射,企業(yè)標識所處的特定語境以及各模態(tài)之間的相互作用三個角度分別對標識中文字模態(tài)、圖形模態(tài)和標識色所隱含的多模態(tài)隱喻意義構建進行解讀；第五章在視覺語法中構圖意義的信息價值原則、顯著性原則和框架原則指導下對中美電信企業(yè)標識中多模態(tài)隱喻的的異同進行了分析；第六章為論文結論部分。通過解讀與對比分析,得出結論： (1)企業(yè)標識中多模態(tài)隱喻的應用非常普遍,與純語言或者純圖形隱喻相比,含多模態(tài)隱喻的企業(yè)標識表意更加直觀、準確與深刻,傳達給受眾的信息更豐富,其豐富的內涵更能夠傳達企業(yè)文化,樹立企業(yè)形象； (2)企業(yè)標識的設計不僅是技術構圖的層面,更是思維層面的問題。標識圖形、文字以及色彩的選擇及組合能生動、直接地反映標識所處的特定語境,尤其能有效地企業(yè)文化相呼應； (3)在視覺語法中構圖意義的指導下,文化的差異使中美電信企業(yè)標識中的多模態(tài)隱喻存在異同。具體來說相同之處包括四個方面： (1)標識中均含有多模態(tài)隱喻；(2)多模態(tài)隱喻載體均為圖形、文字和顏色,圖形模態(tài)與色彩模態(tài)比例較大；(3)多模態(tài)隱喻都受國家文化的影響； (4)多模態(tài)隱喻都有效地傳達各自的企業(yè)文化。不同之處在于在中國電信企業(yè)標識中多模態(tài)應用非常普遍,含義深刻而美國電信企業(yè)標識中多模態(tài)隱喻數量較少,含義簡單明了。具體來說,中美電信企業(yè)標識中多模態(tài)隱喻的差異主要包括三點： (1)信息價值原則下,中國電信企業(yè)中圖形模態(tài)信息價值高而美國電信企業(yè)標識中,文字模態(tài)信息價值高； (2)顯著性原則下,中國電信企業(yè)標識突顯的是表達企業(yè)文化的圖形模態(tài),而美國電信企業(yè)標識突顯的是指代企業(yè)本身的文字模態(tài)； (3)框架原則下,與美國電信企業(yè)標識相比較,中國電信企業(yè)標識擁有較多空白空間,標識整體注重元素間的平衡,而美國電信企業(yè)標識注重突出個體特征。中美電信企業(yè)標識中多模態(tài)隱喻的差異,一定程度上折射了中美文化差異。該論文研究的意義在于將多模態(tài)隱喻理論的應用語類擴展到企業(yè)標識中。通過解讀,加強多模態(tài)隱喻的闡釋力；通過對比,促進人們對中美文化差異的了解,為受眾解讀企業(yè)標識背后的文化提供思路,也可為標識的綜合研究提供參考。
[Abstract]:Metaphor is universal, beginning in 1970s, the American linguist Lakoff Johnson metaphor has become the hotspot of.1980 multidisciplinary research of conceptual metaphor theory, pointed out that "metaphor is a thinking problem, not the problem of language" (Lakoff 1993:210). On this basis, Holland linguist Forceville in late 1990s to multimodal discourse and cognitive linguistics combined the multimodal metaphor. The thesis is divided into six chapters, the first chapter of this paper gives a brief introduction, including the research significance, objectives and methods; the second chapter is the literature review, the research focus of domestic and international multimodal metaphors are described; the third chapter is the theoretical framework, including multimodal metaphor theory with the visual grammar theory; the fourth chapter focuses on the mapping between the source domain and the target domain of multimodal metaphors, marking the enterprise Three aspects of the interaction between the specific context and the mode of identification in text mode respectively, meaning of multimodal metaphors implied in graphics mode and logo color set interpretation; information value principle of the fifth chapter of composition in visual grammar meaning, similarities and differences of Sino US telecommunications company identification of multimodal metaphors in guiding significance the principle and framework of principles are analyzed; the sixth chapter is conclusion. Through the analysis, interpretation and conclusion (1) the application of corporate identity in multimodal metaphor is very common, compared with pure language or pure graphic metaphor, corporate identity ideographic multimodal metaphors containing more intuitive, accurate and profound, convey give the audience more abundant information, its rich connotation to convey corporate culture, establish a corporate image; (2) corporate logo design is not only the technical composition of the surface layer is more. The level of thinking. Identifies the selection and combination of text and graphics, color can vividly, directly reflect the specific context of the identification, especially effective enterprise culture echoes; (3) in the visual grammar meaning of composition under the guidance of cultural differences make multimodal metaphor identification in the presence of Sino US telecom enterprises the similarities and differences. Specifically the similarities include four aspects: (1) were identified in the multimodal metaphor; (2) multimodal metaphors are vector graphics, text and color, and color graphics mode mode larger proportion; (3) multimodal metaphors are influenced by the national culture; (4) multimodal metaphor effectively convey their corporate culture. The difference is that multimodal application is very common in the China Telecom corporate logo, deep meaning and less number of American telecom enterprise logo of multimodal metaphor, meaning simple. It identifies the differences between Chinese and American telecom companies in multimodal metaphors include three points: (1) the value of information under the principle of graphic modal information China Telecom enterprises in the high value of American telecom business logo, text mode information value is high; (2) significant principle, China Telecom corporate logo highlights is the graphic expression mode of enterprise culture, while the United States Telecom corporate logo highlights is refers to the text mode generation enterprise itself; (3) the framework of principles, in comparison with the United States telecom enterprise logo, China Telecom corporate logo has more blank space, pay attention to the balance between the overall identity elements, while the United States telecom enterprise logo highlight the individual characteristics of the differences between Chinese and American Telecommunications. The corporate logo of multimodal metaphors in a certain extent, reflects the cultural differences between China and America. The significance of this research lies in the multimodal metaphor theory should be extended. Through the interpretation, we should strengthen the explanatory power of multimodal metaphor. By contrast, we can promote people's understanding of cultural differences between China and America, and provide ideas for readers to interpret the culture behind corporate logo, and also provide a reference for comprehensive research of logo.

【學位授予單位】：湖南農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：H05

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