【摘要】：平面廣告樂于采用圖文并茂的形式來增強(qiáng)廣告的說服力和感染力。在平面廣告中,多模態(tài)隱喻的巧妙運(yùn)用有助于更好地溝通商品信息和傳達(dá)社會(huì)主流價(jià)值觀念。文章以概念整合理論為理論指導(dǎo),對(duì)平面廣告中的多模態(tài)隱喻進(jìn)行了定量和定性研究。定量研究主要體現(xiàn)在對(duì)含有多模態(tài)隱喻的平面廣告的篩選,文章一共從100則含有多模態(tài)隱喻的平面廣告中選取了16則樣本。文章通過統(tǒng)計(jì)分析發(fā)現(xiàn):平面廣告中的多模態(tài)隱喻主要有兩種構(gòu)建方式,源域和目的域完整地呈現(xiàn)(42%);源域部分呈現(xiàn)而目的域全部呈現(xiàn)(58%)。源域和目的域之間的相似性是平面廣告中多模態(tài)隱喻的映射基礎(chǔ),可大致分為四種類型:感觀相似性(32%)、功能相似性(17%)、情景相似性(18%)、象征相似性(21%)。且平面廣告中的多模態(tài)隱喻都都可以通過概念整合理論的四個(gè)網(wǎng)絡(luò)進(jìn)行分析。而文章所選用的16則案例均具備這些屬性,且在特定的研究框架內(nèi),某些屬性特別突出。定性研究主要從三個(gè)方面對(duì)搜集整理的平面廣告語料中的多模態(tài)隱喻的運(yùn)行機(jī)制進(jìn)行了分析:從輸入空間的視角來挖掘平面廣告中多模態(tài)隱喻的構(gòu)成方式,即多模態(tài)隱喻的選擇性映射機(jī)制;以類屬空間為切入點(diǎn),考察平面廣告中多模態(tài)隱喻相似性的類型,即多模態(tài)隱喻的關(guān)鍵關(guān)系映射機(jī)制;以整合空間為基點(diǎn),并借助四種不同的整合網(wǎng)絡(luò)結(jié)構(gòu)對(duì)平面廣告中的多模態(tài)隱喻進(jìn)行整合分析,即多模態(tài)隱喻的層創(chuàng)意義形成機(jī)制。通過分析文章發(fā)現(xiàn),首先,基于多模態(tài)隱喻而產(chǎn)生的廣告形象新穎,生動(dòng),不僅激發(fā)了受眾對(duì)商品信息的好奇和興趣,而且能激發(fā)人們的購(gòu)買欲望,因此平面商業(yè)廣告中的多模態(tài)隱喻更加注重以圖片模態(tài)呈現(xiàn)的源域;平面公益廣告中的多模態(tài)隱喻一般采用圖文并茂的形式,且以文字模態(tài)呈現(xiàn)的源域多采用直截了當(dāng)?shù)恼Z言,簡(jiǎn)潔,凝重,令人振聾發(fā)聵。再者,平面商業(yè)廣告和平面公益廣告中的多模態(tài)隱喻多以創(chuàng)造相似性為映射基礎(chǔ),能給受眾帶來更強(qiáng)的震撼力,從而更好地推銷目標(biāo)產(chǎn)品,推廣目標(biāo)理念。概念整合理論的網(wǎng)絡(luò)整合有助于更精準(zhǔn)地推導(dǎo)出平面廣告中多模態(tài)隱喻的層創(chuàng)結(jié)構(gòu),即,平面廣告中目標(biāo)產(chǎn)品的凸顯優(yōu)勢(shì)或目標(biāo)概念的核心價(jià)值。最后文章認(rèn)為,平面廣告中多模態(tài)隱喻的運(yùn)用能更突顯目標(biāo)產(chǎn)品的優(yōu)勢(shì),有效增強(qiáng)了目標(biāo)理念的力度;從概念整合理論的角度對(duì)平面廣告中的多模態(tài)隱喻進(jìn)行分析,能更深刻地揭示出多模態(tài)隱喻的運(yùn)行機(jī)制,從而可以發(fā)現(xiàn)含有多模態(tài)隱喻的平面廣告可以激發(fā)人更強(qiáng)的想象力,從而具有更大的創(chuàng)造力和說服力。從理論上層面看,文章在某種程度上證實(shí)了概念整合理論對(duì)多模態(tài)隱喻研究的有效指導(dǎo);從應(yīng)用層面上看,文章希望能為廣告策劃者創(chuàng)造新穎別致的廣告提供可供參考的思路,同時(shí)也希望能為廣大受眾更好地理解廣告信息提供一種思路。
[Abstract]:Print advertising is willing to use graphic form to enhance the persuasion and appeal of advertising. In print advertising, the skillful use of multi-modal metaphors helps to better communicate commodity information and social mainstream values. Under the guidance of conceptual integration theory, this paper makes a quantitative and qualitative study of multi-modal metaphors in print advertising. The quantitative study is mainly reflected in the screening of print advertisements with multi-modal metaphors. In total, 16 samples were selected from 100 print advertisements with multi-modal metaphors. Through statistical analysis, it is found that there are two main ways to construct multimodal metaphors in print advertising: the source domain and the destination domain are presented completely (42%), the source domain is partially represented and the destination domain is all present (58%). The similarity between source domain and target domain is the mapping basis of multi-modal metaphor in print advertising. It can be divided into four types: sensory similarity (32%), functional similarity (17%), situational similarity (18%) and symbolic similarity (21%). And the multi-modal metaphors in print advertising can be analyzed through four networks of conceptual integration theory. The 16 cases selected in this paper all have these attributes, and some of them are especially prominent in the specific research framework. The qualitative study mainly analyzes the operation mechanism of multi-modal metaphors in the collected print advertising corpus from three aspects: mining the structure of multi-modal metaphors in print advertising from the perspective of input space. That is, the selective mapping mechanism of multi-modal metaphor, the type of similarity of multi-modal metaphor in print advertising, the key relational mapping mechanism of multi-modal metaphor, and the integration space as the starting point. Four different integrated network structures are used to analyze the multi-modal metaphors in print advertising, that is, the formation mechanism of multi-modal metaphors. First of all, the advertising image based on multi-modal metaphor is novel and vivid, which not only arouses the audience's curiosity and interest in commodity information, but also stimulates people's desire to buy. Therefore, the multi-modal metaphors in the print commercial advertisements pay more attention to the source areas which are presented in the image mode, and the multi-modal metaphors in the plane public service advertisements generally adopt the form of picture and text, and the source areas presented in the text mode are mostly in the direct language. Succinct, dignified, let a person be deafening. Furthermore, the multi-modal metaphors in print commercial advertisements and print public service advertisements are based on creating similarity, which can bring more powerful force to the audience, and promote the target products and ideas better. The network integration of conceptual integration theory is helpful to deduce more accurately the hierarchical structure of multi-modal metaphor in print advertising, that is, the prominent advantage of target product in print advertising or the core value of target concept. Finally, it is concluded that the use of multi-modal metaphors in print advertising can highlight the advantages of target products and effectively enhance the strength of target ideas, and analyze the multi-modal metaphors in print advertising from the perspective of conceptual integration theory. It can reveal the operating mechanism of multi-modal metaphor more deeply, and it can be found that the print advertisement with multi-modal metaphor can arouse people's imagination and have more creativity and persuasion. In theory, the paper proves to some extent the effective guidance of conceptual integration theory to the study of multi-modal metaphor, and from the application level, it hopes to provide some useful ideas for advertising planners to create novel and unique advertisements. At the same time, I also hope to provide a way for the broad audience to better understand advertising information.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：H05

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本文編號(hào)：2217835