中美电信企业标识中多模态隐喻的意义构建及对比研究

发布时间：2018-02-04 20:46

本文关键词： 多模态隐喻中美电信企业标识意义构建对比分析　出处：《湖南农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：隐喻具有普遍性,二十世纪七十年代开始,隐喻成为了多学科交叉研究的热点。1980年美国语言学家Lakoff Johnson提出了概念隐喻理论,指出“隐喻是思维问题,不是语言问题”(Lakoff 1993:210)。在此基础上,荷兰语言学家Forceville于二十世纪九十年代末将多模态语篇与认知语言学结合提出了多模态隐喻。论文分为六章,其中第一章对论文作了简要介绍,包括论文的研究意义、目的与方法等；第二章为文献综述,重点对国内外多模态隐喻的研究进行了阐述；第三章为论文理论框架,包括多模态隐喻理论与视觉语法理论等；第四章重点从多模态隐喻的源域和目标域之间的映射,企业标识所处的特定语境以及各模态之间的相互作用三个角度分别对标识中文字模态、图形模态和标识色所隐含的多模态隐喻意义构建进行解读；第五章在视觉语法中构图意义的信息价值原则、显著性原则和框架原则指导下对中美电信企业标识中多模态隐喻的的异同进行了分析；第六章为论文结论部分。通过解读与对比分析,得出结论： (1)企业标识中多模态隐喻的应用非常普遍,与纯语言或者纯图形隐喻相比,含多模态隐喻的企业标识表意更加直观、准确与深刻,传达给受众的信息更丰富,其丰富的内涵更能够传达企业文化,树立企业形象； (2)企业标识的设计不仅是技术构图的层面,更是思维层面的问题。标识图形、文字以及色彩的选择及组合能生动、直接地反映标识所处的特定语境,尤其能有效地企业文化相呼应； (3)在视觉语法中构图意义的指导下,文化的差异使中美电信企业标识中的多模态隐喻存在异同。具体来说相同之处包括四个方面： (1)标识中均含有多模态隐喻；(2)多模态隐喻载体均为图形、文字和颜色,图形模态与色彩模态比例较大；(3)多模态隐喻都受国家文化的影响； (4)多模态隐喻都有效地传达各自的企业文化。不同之处在于在中国电信企业标识中多模态应用非常普遍,含义深刻而美国电信企业标识中多模态隐喻数量较少,含义简单明了。具体来说,中美电信企业标识中多模态隐喻的差异主要包括三点： (1)信息价值原则下,中国电信企业中图形模态信息价值高而美国电信企业标识中,文字模态信息价值高； (2)显著性原则下,中国电信企业标识突显的是表达企业文化的图形模态,而美国电信企业标识突显的是指代企业本身的文字模态； (3)框架原则下,与美国电信企业标识相比较,中国电信企业标识拥有较多空白空间,标识整体注重元素间的平衡,而美国电信企业标识注重突出个体特征。中美电信企业标识中多模态隐喻的差异,一定程度上折射了中美文化差异。该论文研究的意义在于将多模态隐喻理论的应用语类扩展到企业标识中。通过解读,加强多模态隐喻的阐释力；通过对比,促进人们对中美文化差异的了解,为受众解读企业标识背后的文化提供思路,也可为标识的综合研究提供参考。
[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.

【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H05

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