英语平面公益广告的多模态隐喻研究_英语论文.doc

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Contents

Acknowledgements

Abstract

摘要

Chapter One Introduction-1

1.1 Definition of Public Service Advertisements-1

1.2 Reasons for the Study-1

1.3 Significance of the Study-1

1.4 Layout of the Thesis-2

Chapter Two Literature Review-3

2.1 Linguistic and Semiotic Perspective-3

2.2 Social and Psychological Perspective-3

2.3 Functional Perspective-3

Chapter Three Theoretical Framework-5

3.1 Definition of Multimodal Metaphor-5

3.2 Conceptual Metaphor and Multimodal Metaphor-5

3.3 Classification of Multimodal Metaphor-5

Chapter Four Multimodal Metaphors in Print Public Service Advertisements-7

4.1 Environmental Protection-7

4.1.1 EARTH IS ICE CREAM-7

4.1.2 POP CAN IS OZONE HOLE-8

4.2 Health-9

4.2.1 CIGRETTE IS BOMB-9

4.2.2 CIGRETTE IS BULLET-10

4.3 Family Violence-12

4.3.1 BROKEN LEG IS BROKEN HEART-12

4.3.2 CUP IS FAMILY-13

Chapter Five Conclusion-15

5.1 Major Findings of the Study-15

5.2 Limitations and Suggestions for Further Research-15

References-16

 

Abstract

 

This thesis focuses on multimodal metaphors in print public service advertisements (PSAs). In recent years, many scholars both at home and abroad have done researches on PSAs from the perspectives of semiotics, sociology, psychology and function. However, few scholars conduct studies from the angle of cognitive linguistics. This thesis analyzes the interaction of print texts and visual image from the perspective of conceptual metaphor and multimodal metaphor.

It is found that PSAs are classified into three categories—environmental protection, health public service advertisements and family violence. Environmental protection takes global warming and ozone hole for example to convey metaphorical meanings. Health adopts anti-smoking advertisements to convey metaphorical meanings. Family violence combines print texts and visual image.

    This thesis provides a new angle for the study of PSAs. what’s more, it contributes to helping people make a better understanding of a successful advertisement and has a positive impact on people’s awareness and behaviors.

Keywords: print public service advertisements  conceptual metaphor  multimodal metaphor

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上传会员 小猪猪 对本文的描述:研究表明,公益广告主要分为三类,环保类公益广告、健康类公益广告和家庭暴力公益广告。环保类公益广告主要以地球变暖和臭氧空洞为例实现单域隐喻;健康类以禁烟为例实现双域......
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