禁烟公益广告多模态隐喻研究

A Study of Multimodal Metaphors in Public Service Advertisements(PSAs) of Anti-smoking

By Wei Jialiu

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

May, 2017

Acknowledgments

The study life at Nanjing University of Science and Technology impressed me a lot and it is unforgettable so that I will remember it forever. This thesis is full of time and my energy. At the same time, this thesis is filled with teachers’ earnest instructions.

For one thing, I do appreciate it that Professor Wang Hui has done much to my paper, from academic direction to thesis theme, and from key research point to research methods. She continuously supports and guides me, gives me constructive suggestions, and encourages me not to fear the uncompromising research. I wish to take this opportunity to express my heartfelt gratitude to her. Also, I sincerely thank for all the teachers who have taught me in my undergraduate.

Moreover, I am grateful to my friends and classmates. I am so lucky to get acquaintance with you. Thanks for your kind concern and encouragements, I really cherish the time we spent together.

Finally, I want to show my sincere gratitude to my families who give me supports and encouragement all the time.

Contents

1. Introduction - 2 -

1.1 Conceptual Metaphor - 2 -

1.2 Public Service Advertisements(PSA) and Anti-smoking advertisements - 2 -

1.2.1 Definitions.............................................................................................................- 3 -

1.2.2 Features of PSAs...................................................................................................- 3 -

1.3 Print As...........................................................................................................................- 3 -

2. Theoretical Framework........................................................................................- 4-

2.1 Mode and Multimodal Metaphore - 4 -

2.1.1.Definition...............................................................................................................- 4 -

2.1.2.Distinctive features...............................................................................................- 4 -

2.2 Representation of Similarity in Multimodal Metaphor - 6 -

2.3Working Mechanism of Multimodal Metaphor..........................................................- 7 -

3. Findings: Sample Analysis of Metaphorical Representation - 7 -

3.1 Lure of cigarettes - 8 -

3.2 Smoking period - 10 -

3.3 The consequences of smoking ...- 10 -

4. Conclusion .- 12 -

References - 14 -

A Study of Multimodal Metaphors in Public Service Advertisements(PSAs) of Anti-smoking

Wei Jialiu

Department of English

School of Language and Culture

Nanjing University of Information Science amp; Technology

Abstract: Metaphor is not only a linguistic phenomenon, but also a way of thinking. As one important kind of cognitive institution, it exists in sound, picture, color, words and so on. Inspired by Conceptual Metaphor Theory (CMT), Charles Forceville, the pioneer of multimodal metaphor study, has expanded the scope of metaphor study from pure verbal texts to multimodal research. Multimodal metaphor is one type of conceptual metaphor, which expresses metaphoric meaning by using words, pictures and sound modes. This thesis, based on multimodal metaphor theory and combined with the features of Public Service Advertisements(PSAs) of anti-smoking, selects from websites at home and aboard, discusses multimodal metaphor phenomenon and remonstrating functions of anti-smoking PSAs. At the same time, it analyzes the distinctive features of multimodal metaphor, in order to enhance the readers’ ability of recognizing it in the information era. Furthermore,this thesis can wake up the public’s consciousness of anti-smoking.

Key words: multimodal metaphor, anti-smoking PSAs,multimodal metaphoric representation

摘 要：隐喻不单单是一种语言现象，而且是一种思维方式。作为人类重要的认知机制，隐喻存在于声音、图像、颜色和语言等模态中。Charles Forceville等多模态隐喻研究的先锋者拓宽了概念隐喻，使其从单纯的视觉领域扩宽到多模态领域。多模态隐喻是一种利用语言文字、图像、声音等模态表达隐喻意义的概念隐喻。本文基于多模态隐喻理论，并结合禁烟公益广告的特点，选取了国内外经典禁烟广告，探讨禁烟公益广告中的多模态隐喻现象及隐喻的劝谏性功能，并对多模态隐喻的区别性特征进行了分析。本文有助于增强读者的多模态语篇识读能力，同时也进一步唤醒公众的禁烟意识。

关键词：多模态隐喻；禁烟公益广告；多模态隐喻表征

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