發(fā)布時間：2018-06-23 03:48

  本文選題：多模態(tài)隱喻 + 理想化認知模型�。� 參考：《西南大學》2017年碩士論文

【摘要】：新媒體廣告以技術(shù)主導(dǎo)的數(shù)字化、受眾為主的互動性、媒體終端的個性化等為特點,多采用圖像、文字、聲音等多模態(tài)結(jié)合的動態(tài)形式表現(xiàn),能更有效地完成信息傳遞。新媒體廣告中多模態(tài)的表現(xiàn)形式通常具有隱喻性,受認知模型和文化模型的制約,其研究是隱喻研究的重要課題綜觀已有研究,學者們主要從概念整合理論、關(guān)聯(lián)理論、社會符號學及概念隱喻雙重視角、中西文化視角等出發(fā),將注意力投向存在于公益廣告、卡通、動漫、電影及體姿語等媒介中的多模態(tài)隱喻研究。但是現(xiàn)有研究對多模態(tài)隱喻的意義識解,包括各模態(tài)在隱喻識解過程中的作用及其相互作用關(guān)注較少。鑒于此,本文擬從理想化認知模型(ICM)出發(fā),以新媒體——微信廣告為例,探討多模態(tài)隱喻的意義識解過程,具體關(guān)注以下問題:(1)新媒體廣告中有哪些隱喻模態(tài)?(2)各模態(tài)之間有什么樣的關(guān)系?(3)如何識解新媒體廣告中多模態(tài)隱喻?本文有如下結(jié)論:(1)新媒體廣告中至少有9種模態(tài)形式,新媒體廣告中最常見的模態(tài)形式依次是多模態(tài)、圖像模態(tài)、音樂模態(tài),最有效的則依次是多模態(tài)、圖像模態(tài)、聲音模態(tài)。(2)多模態(tài)隱喻意義的構(gòu)建是一個互動的、動態(tài)的和共生的過程,在新媒體廣告中每個模態(tài)可以單獨或合作完成隱喻意義的構(gòu)建,合作過程中存在主要輔助的一個或多個模態(tài)。(3)對多模態(tài)隱喻的識解涉及由多模態(tài)表征的源域和目標域兩個不同的概念本體、其內(nèi)容的特質(zhì)及其之間的跨界映射。抽象的概念隱喻不但可以外化為語言,也可以通過其他模態(tài)或多種模態(tài)協(xié)同作用來形象地表征,對多模態(tài)隱喻的識解須調(diào)動視覺、聽覺、嗅覺等多重感官,通過認知、人體經(jīng)驗和語境因素的共同作用,來與周圍環(huán)境進行信息溝通和感情交流,實現(xiàn)符號信息之間的有效互動。本文進一步證明了多模態(tài)隱喻的認知功能以及ICM對多模態(tài)隱喻的識解能力,并從微觀的層面驗證了ICM對多模態(tài)隱喻的識解同樣具有解釋力。
[Abstract]:The new media advertisement is characterized by the digitalization of technology, the interaction of the audience, the individuation of the media terminal, and so on. The new media advertisement is characterized by the multi-modal combination of image, text, sound and so on, which can complete the information transmission more effectively. The multi-modal forms of expression in new media advertisements are usually metaphorical, restricted by cognitive and cultural models. Their research is an important subject of metaphor research. Scholars have mainly focused on conceptual integration theory and relevance theory. From the dual perspectives of social semiotics and conceptual metaphor, and from the perspective of Chinese and western cultures, attention is paid to the study of multi-modal metaphors in public service advertisements, cartoons, animation, movies and body and pose languages. However, little attention has been paid to the meaning understanding of multi-modal metaphors, including the role of each modal in the process of metaphorical interpretation and their interaction. Based on the idealized cognitive model (ICM) and taking the new media-WeChat advertising as an example, this paper attempts to explore the process of meaning interpretation of multi-modal metaphors. Specific attention is paid to the following questions: (1) what metaphorical modes are there in new media advertisements? (2) what is the relationship between the different modes? (3) how to understand multi-modal metaphors in new media advertisements? The main conclusions of this paper are as follows: (1) there are at least 9 modes in new media advertising, and the most common modal forms in new media advertising are multi-modal, image mode, music mode, multi-modal, image mode, and so on. (2) the construction of multi-modal metaphorical meaning is an interactive, dynamic and symbiotic process. There are one or more modes in the process of cooperation. (3) the interpretation of multimodal metaphors involves two different conceptual ontologies, the source domain and the target domain, which are represented by multiple modes, and the characteristics of their contents and their cross-mapping between them. Abstract conceptual metaphor not only can be externalized into language, but also can be vividly represented by other modes or multi-modal synergism. The interpretation of multi-modal metaphor should involve many senses, such as vision, hearing, smell and so on, through cognition. Human experience and contextual factors act together to communicate and communicate with the surrounding environment to realize the effective interaction between symbolic information. This paper further proves the cognitive function of multi-modal metaphors and the ability of ICM to interpret multi-modal metaphors, and verifies that ICM's interpretation of multi-modal metaphors has the same explanatory power at the micro level.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：H05

【參考文獻】

相關(guān)期刊論文 前10條

1 舒詠平;陶薇;;新媒體廣告的“原生之困”與管理創(chuàng)新[J];現(xiàn)代傳播(中國傳媒大學學報);2016年03期

2 林蔭;;從中西文化視角論視頻廣告中的多模態(tài)隱喻——以可口可樂視頻廣告為例[J];莆田學院學報;2016年01期

3 趙素欣;;移動互聯(lián)時代的新媒體廣告[J];新聞戰(zhàn)線;2016年04期

4 代美苓;;從社會符號學及概念隱喻雙重視角探析公益廣告中的多模態(tài)隱喻建構(gòu)[J];海外英語;2016年03期

5 田芳;;公益廣告的新媒體化探析[J];藝術(shù)百家;2015年S1期

6 謝勝男;;英國新媒體廣告自律管理[J];編輯之友;2015年10期

7 嚴慧仙;;多模態(tài)視頻話語分析對跨文化能力培養(yǎng)的啟示——以《舌尖上的中國》為例[J];外語電化教學;2015年03期

8 孫小倩;;從關(guān)聯(lián)理論視角看平面廣告中的多模態(tài)隱喻[J];新余學院學報;2013年03期

9 戴理敏;殷銀芳;苗興偉;;多模態(tài)隱喻識解的理想化認知模型分析[J];外語電化教學;2013年01期

10 潘艷艷;張輝;;多模態(tài)語篇的認知機制研究——以《中國國家形象片·角度篇》為例[J];外語研究;2013年01期

相關(guān)碩士學位論文 前2條

1 宋康利;概念整合理論視角下平面廣告中的多模態(tài)隱喻研究[D];湖南工業(yè)大學;2015年

2 王恩晨;關(guān)聯(lián)理論視角下的平面公益廣告中多模態(tài)隱喻的研究[D];鄭州大學;2014年

，

本文編號：2055619