【摘要】：當(dāng)今社會信息技術(shù)的飛速發(fā)展推動了多媒體和網(wǎng)絡(luò)等傳播技術(shù)的發(fā)展,信息的傳遞不僅依賴于單一的文字模式,在很多的交際情境下,人們運(yùn)用圖像、顏色、音頻、視頻等其他符號系統(tǒng)構(gòu)建意義,多模態(tài)形式在我們的生活中無處不在。隨著多模態(tài)交際方式的廣泛應(yīng)用,多模態(tài)語篇分析也逐步成為語言學(xué)界研究的關(guān)注點之一。隱喻和轉(zhuǎn)喻作為人類最基本的思維方式,是生活中普遍存在的現(xiàn)象。平面廣告作為典型的多模態(tài)語篇形式使用著大量的隱喻和轉(zhuǎn)喻,兩者相互作用并具有一定的獨(dú)特性。因此對隱喻和轉(zhuǎn)喻的研究也拓展到了多模態(tài)研究平臺。 本文是基于認(rèn)知語言學(xué)的多模態(tài)隱喻和轉(zhuǎn)喻研究,以概念合成理論框架分析多模態(tài)轉(zhuǎn)喻和隱喻,并以平面廣告為例,對多模態(tài)平面廣告中的意義構(gòu)建進(jìn)行探討。本文采用定性研究方法,以平面廣告中的多模態(tài)轉(zhuǎn)喻與隱喻為分析對象,從概念合成的角度解讀多模態(tài)轉(zhuǎn)喻與隱喻的動態(tài)構(gòu)建過程,即動態(tài)的相互作用。在平面廣告實例分析的基礎(chǔ)上,并將多模態(tài)轉(zhuǎn)喻與隱喻放在平等的位置,闡釋多模態(tài)語篇整體意義的構(gòu)建是通過轉(zhuǎn)喻和隱喻的互動和整合來實現(xiàn)的,意義的構(gòu)建是動態(tài)的復(fù)雜過程,多模態(tài)轉(zhuǎn)喻與隱喻相互作用,相互制約,并且指出轉(zhuǎn)喻在多模態(tài)概念構(gòu)建中發(fā)揮更基礎(chǔ)的作用。同時,本文在一定程度上也證明了概念合成理論對平面廣告隱喻和轉(zhuǎn)喻圖文分析的可操作性和解釋力。多模態(tài)隱喻與轉(zhuǎn)喻的運(yùn)用使廣告更具審美價值,從而實現(xiàn)勸說功能。
[Abstract]:The rapid development of information technology in today's society has promoted the development of multimedia and network communication technology. The transmission of information not only depends on a single text mode. In many communication situations, people use images, colors, audio. Video and other symbolic systems build meaning, multimodal forms are everywhere in our lives. With the wide application of multimodal communication, multimodal discourse analysis has gradually become one of the focuses in linguistics. Metaphor and metonymy, as the most basic way of thinking of human beings, are common phenomena in life. As a typical multimodal discourse form, graphic advertising uses a large number of metaphors and metonymy, which interact with each other and have certain uniqueness. Therefore, the study of metaphor and metonymy has also been extended to multi-modal research platform. Based on the study of multimodal metaphor and metonymy in cognitive linguistics, this paper analyzes multimodal metonymy and metaphor based on the theoretical framework of conceptual synthesis, and takes graphic advertising as an example to explore the meaning construction in multimodal planar advertising. In this paper, the dynamic construction process of multimodal metonymy and metaphor, that is, dynamic interaction, is interpreted from the point of view of conceptual synthesis by using qualitative research method and taking multimodal metonymy and metaphor in graphic advertising as the object of analysis. On the basis of the analysis of graphic advertising examples, this paper puts multimodal metonymy and metaphor in an equal position, and explains that the construction of the overall meaning of multimodal discourse is realized through the interaction and integration of metonymy and metaphor. The construction of meaning is a dynamic and complex process, in which multimodal metonymy and metaphor interact and restrict each other, and it is pointed out that metonymy plays a more basic role in the construction of multimodal concepts. At the same time, to a certain extent, this paper also proves the maneuverability and explanatory power of conceptual synthesis theory to the analysis of metaphor and metonymy in print advertising. The use of multimodal metaphor and metonymy makes advertising more aesthetically valuable and realizes the function of persuasion.
【學(xué)位授予單位】：長春理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H05

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