公益广告《家》的多模态隐喻研究_英语论文

Multimodal Metaphors in Family

摘要

近年来，对于公益广告的分析主要是在文字模态领域，很少从多模态隐喻的角度去研究。然而,随着信息技术的发展,在国内外公益广告中的多模态隐喻已经成为传播信息的新方法。多模态隐喻是信息交流的渠道和方式,包括语言、形象、音乐、颜色和其它符号系统。公益广告是广告中的重要组成部分，它对人们的社会生活具有重要的导向作用，能促进和引导人们的社会行为。本文基于多模态隐喻理论，对公益广告《家》中的多模态隐喻现象进行了研究。该研究能拓宽多模态隐喻理论的应用领域，深化人们对多模态隐喻的理解，为公益广告研究提供参考；同时也有助于人们赏析公益广告，使观众对公益广告的理解更加精准、更加全面。此外，该研究也为广告商策划广告方案提供导向，从而设计出更具有竞争力和吸引力的广告。 

关键词：公益广告；《家》；多模态语篇；多模态隐喻

Abstract

In recent years, studies on public service advertisements (PSAs) mainly focused on the analysis of metaphors in verbal mode. Few studies are carried out to analyze multimodal metaphors in PSAs. However, with the development of information and technology, multimodal metaphors in PSAs have become a new way to spread information in China and abroad. Multimodal metaphors are channels and ways of information communication, including linguistic symbols, image, music, colors and other symbol systems. The PSA is a significant part of advertising, which plays an important guiding role in modern social life, and can promote and guide people’s social behavior. This study can broaden the application field of multimodal metaphor theory and deepen the understanding of multimodal metaphors. At the same time, it can help people appreciate PSAs and make the interpretation of PSAs more precise and comprehensive. Besides, it can provide guidance for advertisers to design more competitive and attractive advertisements.

Keywords:  PSAs  Family  multimodal discourses  multimodal metaphors

Contents

Acknowledgements I

Abstract II

摘 要 III

Chapter One Introduction 1

1.1 Introduction to Public Service Advertisements 1

1.2 Reasons for the Study 1

1.3 Significance of the Study 1

1.4 Structure of the Thesis 2

Chapter Two Previous Studies on Public Service Advertisements 3

2.1 Metaphors in Public Service Advertisements 3

2.2 Lexical Characteristics in Public Service Advertisements 3

2.3 Semiotic Features in Public Service Advertisements 4

2.4 Functions of Public Service Advertisements 4

Chapter Three Multimodal Metaphors in Family 6

3.1 Multimodal Metaphors 6

3.2 Different Modalities in Family 6

3.2.1 Graphic Signs 6

3.2.2 Linguistic Signs 9

3.2.3 Sonic Signs 9

3.3 Metaphors in Family 9

3.3.1 Metaphors of Linguistic Signs 10

3.3.2 Metaphors in Dynamic Growth Process 10

3.3.3 Metaphors of Background Sound in Family 11

3.4 Functions of Multimodal Metaphors in Family 11

Chapter Four Conclusion 13

4.1 Findings of the Study 13

4.2 Suggestions for Further Study 13

References 14