“中国梦”系列平面公益广告中多模态隐喻的认知研究 [3]
论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2017-08-23编辑:lgg点击率:6434
论文字数:38956论文编号:org201708171913479607语种:英语 English地区:中国价格:$ 66
关键词:英语毕业论文平面公益广告多模态隐喻认知研究
摘要:本文是英语毕业论文,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。
Feet”, and analyzes such an image - “the son helps his mother wash feet”, contending that the construction of this moving situation can easily achieve the identification with the target audiences by sympathy. From the pragmatic perspective, Sperber and Wilson’s relevance theory is adopted to the analyze the contextual effect of PSAs. For instance, Zhang Lihua (2006) explores an American anti-cancer PSA by analyzing the slogan. She concludes that the ostensive expressions provides target audiences with an inferential cognitive environment; Through the ostensive - inferential process, a contextual effect of “Quitting smoking is good for health and longevity” is achieved. From the semantic perspective, Kress and van Leeuwen’s visual grammar is applied to analyze the syntax of visual images and discourse meaning of PSAs. Take Xiang Rong’s (2015) “A multimodal discourse analysis of the interactive meaning” as an example. In the study, he explores the construction of PSAs, finding that the construction of contact, social distance, view and modality can be realized through verbal and visual mode, so as to express the interactive meaning of PSAs.
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2.2 Previous Studies of Multimodal Metaphor
The relevant studies of metaphor can be divided into two parts: One focuses on the monomodal metaphor, mainly including the verbal metaphor and pictorial metaphor. The other pays attention to the multimodal metaphor such as, the verbo-pictorial metaphor. Then, a review of these studies is presented. Before the previous studies of multimodal metaphor is presented, a minute review of relevant studies of monomodal metaphor is necessary to be given, owing that multimodal metaphor study is gradually evolved from monomodal metaphor study. As for the development of monomodal metaphor study, it can also be mainly divided into two stages: One explores the verbal metaphor and the other makes the research on the pictorial metaphor. Next, a detailed review of the verbal metaphor study and pictorial metaphor study is shown, respectively. The study of verbal metaphor can be traced back to Aristotle who defines metaphors as poetic or figurative linguistic expressions outside the realm of ordinary everyday language. This definition has to do with the as
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