多模态隐喻在公益广告中的构建研究_英语论文

Metaphors In Public Service Advertisements: A Multi-Modal Approach

摘要

随着现代科技和传媒的发展，隐喻不再是文学艺术和语言的专属。非语言符号例如图片、声音等元素更多的参与多模态构建，导致越来越多的学者开始关注多模态语篇中关于多模态隐喻的构建问题。现阶段的研究主要停留在对一个广告进行多模态隐喻的分析，暂时缺少系统的横纵向分析多模态隐喻在公益广告中的特点和作用。基于这样的分析现状，本文以2013年到2017年央视春节联欢晚会中的公益广告为例，研究多模态隐喻在公益广告中的构建，进一步说明多模态隐喻对广告中文化内涵的阐述。通过横向及纵向的对比发现，在选取的公益广告中，多模态隐喻多以声音、图像等方式出现，并辅助广以文字部分，从而完善广告内容；多模态隐喻的合理使用使观众更容易在广告设置的情境中感受到其所要传递的主题。

关键词：多模态；隐喻；公益广告；构建

Abstract

With the development of modern science，technology and media, metaphor is no longer exclusive to literature art and linguistics. No-linguistic symbols such as pictures, sounds and other elements use metaphor as well, so more and more scholars begin to pay attention to such multi-modal metaphors. However, previous research focuses on the analysis of multi-modal metaphors for one advertisement, and lacks the exploration of characteristics and functions of multi-modal metaphors in the public service advertisements. In view of this, the current study takes the public service advertisements of CCTV Spring Festival Gala (2013-2017) as examples and analyzes the metaphors of image, sound and language in public service advertisements, and further illustrates the cultural implications behind the metaphors. Through the comparison, it is found that multi-modal metaphor appears through sound, image and so on in the selected public service advertisements, and the wide part of the text is used to improve the content of advertising. The fair use of multi-modal metaphor makes the audience be lost in advertisement scene and it is easy to understand the subject in the context of the advertisement settings.

Key words: multi-modal metaphor; public service advertisement; approach

Contents

Acknowledgments iii

Abstract（Chinese） iv

Abstract（English） v

Chapter One Introduction 1

Chapter Two Literature Review 2

2.1 Definitions of Key Words 2

2.2 Previse Studies on Multi-modal Metaphor 3

Chapter Three Theoretical Framework 5

3.1 The text and the non-text 5

3.2 Narrativity 5

3.3 Dynamic 6

Chapter Four Methodology 7

4.1 Research Questions 7

4.2 Data Collection 7

4.3 Data Analysis 7

Chapter Five Results 8

5.1 Verbal Metaphor in public service advertisements 8

5.2 Langue Metaphor in public service advertisements 9

5.3 Sound Metaphor in public service advertisements 10

5.4 Discussion 11

5.4.1 The text and non-text of Multi-modal Metaphor 11

5.4.2 Narrativity of Multi-modal Metaphor 13

5.4.3 Dynamic of Multi-modal Metaphor 14

Chapter Six Conclusion 15

References 17