禁烟广告的多模态隐喻研究

发布时间：2018-02-04 18:00

本文关键词： 禁烟广告多模态隐喻隐喻表征劝说功能　出处：《云南师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：隐喻“不仅是一种修辞手段,更是一种思维方式”(Lakoff,1993)。在我们的日常生活中,隐喻无处不在。随着社会和现代技术的发展,非语言符号在人们的日常生活中发挥着重要的作用。因此,隐喻不仅可以在语言中得到表达,而且也能在其他交际模态中得到表达,如音乐、声音、图片、颜色,手势等。基于上述原因,以Forceville为首的大批研究者打破纯语言隐喻的局限,提出了多模态隐喻,从而开启了隐喻研究的新方向。作为公益广告的一种,禁烟广告旨在普及吸烟的危害并劝说人们远离香烟。它在人们的日常生活中发挥着不可或缺的作用。本文基于概念隐喻和多模态隐喻理论,采用定性与定量相结合的研究方法,探索禁烟广告中的多模态隐喻。具体研究:(1)禁烟广告中多模态隐喻的表征类型主要有哪些?(2)禁烟广告中的多模态隐喻是如何实现其劝说功能的?通过对所收集的禁烟广告样本进行分析,结果显示:(1)平面禁烟广告中主要存在5种多模态隐喻表征类型,分别是S(wp)T(wp),S(wp)T(w),S(p)T(wp),S(w)T(p),S(wp)T(p);而视频禁烟广告中主要存在7种多模态隐喻表征类型:S(w)T(wp),S(wo)T(wpo),S(wp)T(w),S(w)T(p),S(wp)T(wp),S(wps)T(wps),S(po)T(po)。(2)禁烟广告中多模态隐喻的劝说功能主要包括认知劝说功能和情感劝说功能。认知劝说功能主要通过以下方式得以实现:a)通过广告中多模态隐喻所产生的语义冲突吸引注意;b)通过广告中多模态隐喻的部分投射来凸显禁烟广告的消极特征;c)通过广告中多模态隐喻中源域与目标域的互动来创造相似的认知经验。而情感劝说功能主要通过源域转移情感偏好和引发消极的情感经验来实现。
[Abstract]:Metaphor is not only a rhetorical device, but also a mode of thinking. In our daily life, metaphor is everywhere with the development of society and modern technology. Non-verbal symbols play an important role in people's daily life, so metaphor can be expressed not only in language, but also in other modes of communication, such as music, sound and pictures. Color, gestures and so on. For these reasons, a large number of researchers, led by Forceville, broke the limitations of pure linguistic metaphor and proposed multi-modal metaphors. As a kind of public service advertisement, it opens a new direction of metaphor research. Non-smoking advertising aims at popularizing the harm of smoking and persuading people to keep away from cigarettes. It plays an indispensable role in people's daily life. This paper is based on conceptual metaphor and multi-modal metaphor theory. By combining qualitative and quantitative methods, this paper explores multi-modal metaphors in non-smoking advertising. What are the main types of representations of multi-modal metaphors in non-smoking advertising? (2) how does the multi-modal metaphor in the anti-smoking advertising achieve its persuasive function? Through the analysis of the samples collected, the results show that there are mainly five types of multi-modal metaphor representation in the "1" plane non-smoking advertising. Szongwpu (Swpnus), Swptiao (Twpnchus), Swptiao (Twpnchus), Swptiao (Twptii), and Twptiao. There are seven types of multimodal metaphor representation in video advertising. (TWPU, TWPU, TWPU, TWPU, TWPS, TWPU, WPU, TWPU). The persuasion functions of multimodal metaphors in anti-smoking advertisements mainly include cognitive persuasion and emotional persuasion. The cognitive persuasion function is mainly realized by the following ways: a). The semantic conflicts caused by multi-modal metaphors in advertisements attract attention. B) to highlight the negative features of anti-smoking advertisements by projecting part of multi-modal metaphors in advertisements; C) creating similar cognitive experience through interaction between source domain and target domain in multimodal metaphor in advertising, while affective persuasion is mainly realized by transferring emotional preference and triggering negative emotional experience in source domain.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H05

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