發(fā)布時間：2019-03-20 17:13

【摘要】：自2009年開始，多模態(tài)隱喻研究開始在中國興起，成為概念隱喻發(fā)展的新方向。而公益廣告中的隱喻一直都是國內(nèi)外學者關(guān)注的熱點。近年來，對中美公益廣告中隱喻的對比研究也越來越多，但是主要是對公益廣告中以文字模態(tài)呈現(xiàn)的隱喻進行分析，很少從多模態(tài)隱喻的角度去研究。本研究通過對94條美國公益廣告和104條中文公益廣告對比分析，旨在總結(jié)出公益廣告中多模態(tài)隱喻的應(yīng)用情況,多模態(tài)隱喻的特點以及在公益廣告中的作用，以期加深對多模態(tài)隱喻的認識和理解，同時為公益廣告的制作提供啟示。 本研究主要從公益廣告中多模態(tài)隱喻的應(yīng)用程度、模態(tài)的使用種類和數(shù)量等角度進行分析，探討多模態(tài)隱喻在公益廣告中是如何應(yīng)用的。主要的研究問題是：（1）多模態(tài)隱喻在公益廣告中表現(xiàn)出哪些特點？（2）多模態(tài)隱喻在公益廣告中究竟起到什么作用？（3）公益廣告有哪些主要特征？（4）本研究中，中美公益廣告體現(xiàn)了哪些異同點？ 研究結(jié)果表明，公益廣告中大量使用了多模態(tài)隱喻，在三種多模態(tài)隱喻類型中，跨模態(tài)映射所占比例最大，其次是單模態(tài)映射和多模態(tài)映射。公益廣告中使用的主要模態(tài)是圖片、文字和聲音，圖片的應(yīng)用范圍最廣，文字的使用量比圖片略小。多模態(tài)隱喻在公益廣告中的特點主要有構(gòu)建過程的動態(tài)性、表現(xiàn)的生動性、輸入空間構(gòu)成的具體性以及輸入空間的可逆性。多模態(tài)隱喻能夠通過吸引公眾注意力促進公益廣告目的的實現(xiàn)，其應(yīng)用能夠提升公益廣告的教育功能、引導(dǎo)功能、文化傳承功能和審美功能。公益廣告的主要特征有：非強迫性、人本性、公益性、易于接受性等特點。中美公益廣告的相同點主要體現(xiàn)在五個方面：中美公益廣告中都大量使用了多模態(tài)隱喻；跨模態(tài)映射是多模態(tài)隱喻在中美公益廣告中的主要使用類型；使用的模態(tài)種類都以圖片、文字和聲音為主；公益廣告的制作和理解都基于各自的文化傳統(tǒng)；兩者都致力于提高公眾的社會責任感。中美公益廣告的不同點主要包含四個方面：從多模態(tài)應(yīng)用角度看，單模態(tài)映射在中國公益廣告中的使用比在美國公益廣告中的使用量大，跨模態(tài)映射在美國公益廣告中比在中國公益廣告中使用的多；從模態(tài)的使用角度看，文字在美國公益廣告中比在中國公益廣告中應(yīng)用廣泛，圖片在中國應(yīng)用的更多；在公益廣告主題的選擇上，美國更多關(guān)注個人，中國公益廣告多與政治或社會道德有關(guān)；在公益廣告的呈現(xiàn)上，，美國公益廣告多體現(xiàn)個人主義，中國強調(diào)集體主義。 本研究指出，多模態(tài)隱喻可以更好的表達觀點，吸引注意。公益廣告應(yīng)合理使用多種模態(tài)來增強表現(xiàn)力，提高公益廣告在提高社會風氣等方面的效果。在對公益廣告的觀察分析中，應(yīng)重視對多模態(tài)隱喻的解讀，多看多想，這樣才能更好的理解廣告。同時，對比分析指出，在中國的公益廣告中，多模態(tài)隱喻的應(yīng)用水平應(yīng)該進一步加強，用多種模態(tài)來表現(xiàn)隱喻。多模態(tài)隱喻在公益廣告中發(fā)揮著重要作用，應(yīng)給以足夠的重視。
[Abstract]:Since 2009, the study of multi-modal metaphor began to rise in China, becoming a new direction of conceptual metaphor development. In the public welfare advertisement, the metaphor has been a hot issue at home and abroad. In recent years, the comparative study of the metaphor in the public welfare advertisement of the United States has also been more and more, but mainly the analysis of the metaphor in the public welfare advertisement in the form of the text mode, and seldom studies from the perspective of the multi-modal metaphor. Through the comparative analysis of 94 American public service advertisements and 104 Chinese public service advertisements, this study aims at summarizing the application of multi-modal metaphor in public welfare advertisements, the characteristics of multi-modal metaphor and the role in public welfare advertisements, with a view to deepening the understanding and understanding of multi-modal metaphor, And also provides inspiration for the production of the public welfare advertisement. This study mainly analyzes the application of multi-modal metaphor in the public welfare advertisement, the type and quantity of the mode, and discusses how to apply the multi-modal metaphor in the public welfare advertisement. The main research question is: (1) which of the multi-modal metaphor shows in the public welfare advertisement Point? (2) What exactly does the multi-modal metaphor play in the public welfare advertisement (3) What are the main features of the public welfare advertisement (4) What are the similarities and differences between the public welfare advertisement in China and the United States in this study The results show that the multi-modal metaphor is widely used in the public welfare advertisement. In the three multi-modal metaphor types, the proportion of the cross-modal mapping is the largest, followed by the single-mode mapping and the multi-mode. State mapping. The main modality used in the public service advertisement is the picture, the text and the sound. The application scope of the picture is the most widely used, and the usage of the text is more than that of the figure. The characteristics of multi-modal metaphor in the public welfare advertisement mainly include the dynamic nature of the construction process, the vividness of the performance, the specific nature of the input space and the input space. The multi-modal metaphor can promote the realization of public welfare advertising by attracting the attention of the public, and the application of the multi-modal metaphor can promote the education function, the guiding function, the cultural inheritance function and the trial of the public welfare advertisement. The main characteristics of public welfare advertisement are: non-compulsive, human nature, public welfare, and easy to accept The common point of the public welfare advertisement in China and the United States is mainly reflected in five aspects: the multi-modal metaphor is used in the public welfare advertisement of the US and the United States; the cross-modal mapping is the main use type of the multi-modal metaphor in the public welfare advertisement of the United States; and the modality type used is the picture, the text and the sound. The production and understanding of public welfare advertisements are based on their respective cultural traditions; both of them are committed to the improvement of the public's society The different points of the public welfare advertisement of China and the United States mainly include four aspects: from the point of view of the multi-modality application, the use ratio of the single mode mapping in the public welfare advertisement of China is larger than that of the public welfare advertisement in the United States, and the cross-mode mapping is made in the public welfare advertisement of the United States in the public welfare advertisement of the United States In the view of the use of the modality, the text has been widely used in the public welfare advertisement of the United States than in the public welfare advertisement in China, and the picture is more widely used in China; on the selection of the theme of the public welfare advertisement, the United States is more concerned with the individual, the public welfare advertisement of China and the political or social channel On the presentation of public welfare advertisement, the public welfare advertisement of the United States is a multi-manifestation of individualism, and China's emphasis on public welfare advertising The study points out that multi-modal metaphor can better express the point of view The public welfare advertisement should use a variety of modes to enhance the expressiveness, improve the public welfare advertisement in the improvement of the social atmosphere, etc. In the observation and analysis of public welfare advertisement, attention should be paid to the interpretation of multi-modal metaphor, so that it can be better At the same time, the comparative analysis points out that in the public welfare advertisement in China, the application level of the multi-modal metaphor should be further strengthened, The multi-modal metaphor plays an important role in the public welfare advertisement and should be given
【學位授予單位】：曲阜師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H315;H15

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