“中国梦”系列平面公益广告中多模态隐喻的认知研究 [2]
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:6461
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。
figuration, feature mapped, and cognitive motivation of multimodal metaphor in “Chinese dream” series of PPSAs, and to illuminate how pictorial signs and written signs interact with each other to construct the metaphorical scenarios, propagate the ideas of Chinese dream and promote the universality and nationality of this series of PPSAs. Through this study on multimodal metaphor in “Chinese dream” series of PPSAs, both theoretical and practical significance can be achieved. Theoretically speaking, the study on multimodal metaphor in “Chinese dream” series of PPSAs can provide more substantial evidence for the notion of “metaphorical nature of human thinking” , further testifying the validity of CMT. And, it also extends the scope of CMT study that predominantly pertains to verbal metaphor to a much broader area of multimodality, which has an endowment of approaching the essence of metaphor more directly. Practically speaking, a better understanding of the new spirit in this era under the leadership of Chairman Xi can be achieved through identifying multimodal metaphor constructed in “Chinese dream” series of PPSAs, and interpreting their vivid expressions and implied meanings. Moreover, the study on “Chinese dream” series of PPSAs, with their typical themes, high systematization and distinctive characteristics, could supply advertisement designers with some
References in how to achieve universality and nationality in actual deign of PPSAs, by virtue of a comprehensive analysis of the commonly used primary domains, the feature mapped as well as the aesthetic experience and persuasive effects achieved.
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Chapter Two Literature Review
This chapter firstly presents a brief review of studies of public service advertisements made from different perspectives. And then, a review of relevant studies of metaphor from monomodality including verbal metaphor and pictorial metaphor to multimodality such as verbo-pictorial metaphor is followed.
2.1 Previous Studies of Public Service Advertisements
Public service advertisements do not aim at promoting products to customers but arousing people’s public awareness (Chen Zhenghui, 2012). This part focuses on the previous studies of public service advertisements from different perspectives. From the rhetoric perspective, Kenneth Burke’s identification theory is applied to explore the harmonious function of PSAs. For example, Chen Lihong (2010) explores a PSA named “Pass Love - Wash
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