“中国梦”系列平面公益广告中多模态隐喻的认知研究

发布时间：2018-02-06 00:37

本文关键词： 概念隐喻中国梦平面公益广告多模态隐喻认知研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：“中国梦”系列平面公益广告通过图像和文字两种模态来传递信息,进行交际。鉴于此,本文选取了53幅与中国梦相关的平面公益广告作为语料,从源域和目标域的模态配置、特征映射、认知理据三个方面对“中国梦”系列平面公益广告中所包含的多模态隐喻进行案例分析。本研究基于概念隐喻理论,借鉴Forceville提出的分析图片隐喻的模型,采用定性分析的方法。分析过程主要围绕两个问题展开:(1)“中国梦”系列平面公益广告中多模态隐喻是如何表征的;(2)“中国梦”系列平面公益广告中多模态隐喻如此表征的理据。研究发现,“中国梦”系列平面公益广告通过图文两种模态构建旅行隐喻、节日隐喻、游戏隐喻和农耕隐喻,以传达中国梦的相关理念。其中隐喻源域多由图像模态呈现,目标域一般由文字模态激活,从而有助于公众在短时间内获取信息。而且,这两种模态协调运作,构建了一个个动态、叙事性的隐喻场景,给公众带来审美体验的同时,也实现了此系列平面公益广告的劝说功能。除此之外,“中国梦”系列平面公益广告中的多模态隐喻既有体验性,也体现了文化性;通过映射凸显了目标域中国梦的民族特色,促进了该系列平面公益广告的普适性和民族性。本研究不仅为“人类隐喻性思维”这一论断提供了更多的证据,也为同类平面公益广告的设计和传播提供了借鉴和参考。
[Abstract]:"Chinese Dream" series of graphic public service advertisements convey information and communicate through two modes: image and text. In view of this, this paper selects 53 print public service advertisements related to Chinese Dream as the corpus. This study is based on conceptual metaphor theory, which is based on the modal configuration, feature mapping and cognitive motivation of source domain and target domain. Based on the model of image metaphor proposed by Forceville. Using the qualitative analysis method, the analysis process mainly focuses on two questions: how to represent the multi-modal metaphors in the "Chinese Dream" series of plane public service advertisements; (2) the motivation of the multi-modal metaphor in the "Chinese Dream" series of planar public service advertisements. The study found that the "Chinese Dream" series of planar public service advertisements construct travel metaphors and holiday metaphors through the two modes of graphics and text. Game metaphor and farming metaphor to convey Chinese Dream's related ideas. The source domain of metaphor is mostly presented by image mode, and the target domain is generally activated by text mode, which helps the public to obtain information in a short period of time. These two modes operate harmoniously and construct a dynamic narrative metaphorical scene which not only brings aesthetic experience to the public but also realizes the persuasion function of this series of print public service advertisements. The multi-modal metaphors in Chinese Dream series are both experiential and cultural. Through mapping, it highlights the national characteristics of the target domain Chinese Dream, and promotes the universality and nationality of the series of planar public service advertisements. This study not only provides more evidence for the conclusion of "human metaphorical thinking". It also provides reference and reference for the design and dissemination of the same kind of plane public service advertisement.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H15

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