视觉语法下平面广告中多模态隐喻的意义构建和劝说策略分析
论文作者:www.51lunwen.org论文属性:职称论文 Scholarship Papers登出时间:2017-07-19编辑:lgg点击率:10961
论文字数:37185论文编号:org201707161911409814语种:英语 English地区:中国价格:免费论文
关键词:商务英语论文平面广告视觉语法劝说策略
摘要:本文是商务英语论文,本文试图探讨隐喻的潜力和代表性意义的隐喻结构,互动意义及在印刷广告包括戒烟和鞋的商业广告的公益广告的多模态隐喻建筑构图意义。本文以亚里士多德的修辞诉求为理论基础,探讨了这些印刷广告的说服策略和效果。
CHAPTER ONE INTRODUCTION
1.1 Research Background
People nowadays are bombarded with all kinds of advertisements everywhere like TV commercials at home, posters on the public transportations, billboards by the road, and messages from mobile phones. The
thesis chooses to analyze advertisements not only because its penetration into all aspects of people‘s life, but also due to the fact that it represents a genre full of metaphors with a multimodal character and clear-cut persuading intentions. There is no doubt that most of the time
advertising is intended to draw people‘s attention, inform them about the message they try to convey. For public service advertising, they intend to call for actions for better causes. And for commercial advertising they attempt to display the product information and trigger further consumptions. So as to achieve the maximum effects of the persuasive power of the advertising but not to seem desperately pushing and annoy target audience or potential customers at the same time, many advertising designers try their best to add metaphorical elements to intrigue people instead of using direct and straightforward promotions in conventional ways. The advertisements studied are mostly endowed with a multimodal characteristic with at least pictorial and linguistic components. These features work in consistency as a whole to manifest the metaphorical meaning. Since printed advertisement ―need not be abridged in that they can be reproduced in their entirety and more or less, in their original form‖ (Forceville, 1996:70), the advertisements under study are all printed advertisements due to its static feature and in order to be more practical.Due to the fact that verbal language is no more the only or even the main semiotic mode, previous studies which concentrated on mono-modal context and linguistic resources are inadequate and have limitations when their theories being applied to explore the present multimodal discourses. Ever since its emergence in the late 1990s and prosperity afterwards, multimodal discourse analysis including multimodal metaphor has been an effective way to analyze the non-linguistic resources. Nevertheless, most of the researches on multimodal metaphor are conducted from the perspective of cognitive linguistics. Seldom are there studies examining the multimodal metaphor on the grounds of systemic-functional theories, let alone using the &n
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