摘要:本文是英语论文范文,本文旨在维护社会道德、提升公众社会意识的电视公益广告综合运用了图片、语言、音乐等多种模态,包含着丰富的隐喻,为本文多模态隐喻研究提供了理想的研究语料。
Chapter One Introduction
Metaphor, as a way of thinking and cognition, is pervasive in our language,thought, action as well as daily life. It has been attracting innumerable researchers’attention from multiple perspectives for a long
history. However, scholars havefocused more on verbal metaphor, and seldom have they touched non-verbal andmultimodal metaphor until recent years. Nowadays, people have come into a newmedia age as a result of the rapid development of technology. Non-verbal modes, suchas pictures, sound and music are attached importance to in daily communication. This
thesis attempts to analyze the multimodal metaphor in public service advertisementsrelated to the theme “Harmony of a Family”.In this chapter, the following three parts are presented: research background,significance of the research, and organization of the thesis.
1.1 Research Background
Since the great philosopher Aristotle first began to research the phenomenon ofmetaphor, linguistic scholars have been studying metaphor from “ a figure of speech”to “ a matter of thought” based on different perspectives for thousands of years.However, traditional linguistic analysis always treats metaphor as a pure linguisticphenomenon. Although modern cognitive linguists George Lakoff and Mark Johnsonput forward the “Conceptual Metaphor Theory”, which regarded metaphor as a modeof thought, metaphor was researched from monomodality. Until 1996, CharlesForceville published his book Pictorial Metaphor on Advertising in which visualmetaphor was proposed, marking the shift of study from monomodality tomultimodality. In 2004, a new term called “multimodal metaphor” emerged in thewest, which was a big breakthrough. Since then, the study of dynamic multimodalmetaphor represents the new trend.Saussure (1916) held that the fundamental problems of linguistics cannot besolved by the study of language alone while it is a good choice to solve it by thelanguage in actual use. As a text genre, advertisements are seen and heard everywhere,and becoming a penetrative phenomenon in our daily life. Advertisers attempt to exertan extensive influence on the public by different attractive means, such as pictures,sounds, music and language, which is in accordance with the opinion of Cook (2001)that multimodality is its most evident characteristic. As it plays the role of regulatingpeople’s mind, behaviors and social consciousness as well as making contributions tosocial harmony, public service advertisements are a typical multimodal discourse.Nowadays, the Chinese government has made great efforts to develop public serviceadvertisement with the aim to maintain social morality and promote the Chineseculture. Under this background, the author attempts to make an analysis of two piecesof public service advertisements related to the theme “Harmony of a Family” from theperspective of multimodal metaphor.
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1.2 Significance of the Research
Below are three factors to support the reasons of choosing multimodal metaphorin public service advertisements as a research topic.Theoretically, the development of multimodal metaphor makes up the deficiencyof pure verbal metaphor study. In 1980, the famous American linguists, GeorgeLakoff and Mark Johnson published their masterpiece Metaphors We Live By, andclaimed that “our ordinary conceptual system, in terms of which we think and act, isfundamentally metaphorical in nature” (Lakoff and Johnson
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