Multimodal Metaphor and Advertising Discourse Analysis: Metaphor Systems and Quantitative Analysis
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摘要: 多模态隐喻是是平面广告创意的重要特征,也是多模态语篇分析的重要研究内容。然而,纵观国内外广告图像隐喻研究,大多都是基于对几个例子定性分析的理论探讨,而很少有研究对某一类型广告的大量语料进行定量分析,对其语篇特征得出具有说服力的结论。鉴于此,本文通过一定量的广告图片分析,建立隐喻系统,阐释广告意义建构的多模态语篇机制。Abstract: Multimodal metaphor is a key feature of print advertisement and an important aspect of multimodal discourse analysis.However, studies in this area mostly focus on one or two examples, and there are few studies which perform quantitative analysis of a large dataset and come up with convincing observations with regard to the discursive features of the data. Therefore, this study attempts to analyze print advertisements of a sizable corpus, establish metaphor system, and elucidate the multimodal mechanisms for the construction of persuasive meaning in advertising discourse.
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