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关联理论视角下多模态隐喻的交际效果分析--以平面广告为例

Acknowledgements第6-7页
摘要第7-8页
Abstract第8-9页
Chapter 1 Introduction第12-18页
    1.1 Research Background第12-14页
    1.2 Purpose and Significance of the Study第14-16页
    1.3 Layout of the Thesis第16-18页
Chapter Two Literature Review第18-26页
    2.1 Previous Studies on the Relevance Theory第18-21页
    2.2 Previous Studies on Multimodal Metaphor第21-23页
    2.3 Previous Studies of Multimodal Metaphor in Advertising Home and Abroad第23-26页
Chapter Three Relevance Theory第26-33页
    3.1 Introduction of the Relevance Theory第26页
    3.2 Contextual Effect第26-27页
    3.3 Relevance and Optimal Relevance第27-29页
    3.4 Context and Mutual Manifestness第29-30页
    3.5 Ostensive-Inferential Communication第30-33页
Chapter Four Research Methodology第33-35页
    4.1 Research Questions第33页
    4.2 Data Collection and Research Procedure第33-35页
Chapter Five Case Study of the Multimodal Metaphorical Factors in Graphic Ad Designs第35-68页
    5.1 Identification of Multimodal Metaphor第35-39页
        5.1.1 Contextual Metaphor第38页
        5.1.2 Hybrid Metaphor第38页
        5.1.3 Integrated Metaphor第38-39页
        5.1.4 Complementary Metaphor第39页
    5.2 Brief Analysis of Samples Based on Metaphor Identification第39-49页
    5.3 Interpretation of Contextual Metaphors in Graphic Ad Designs第49-56页
        5.3.1 Analysis of Single Contextual Metaphor in the Graphic Ad Design第50-51页
        5.3.2 Communicative Process between the Advertiser and the Audience第51-53页
        5.3.3 Analysis of the Multiple Contextual Metaphors in the Graphic Ad Design第53-54页
        5.3.4 Communicative Process between the Advertiser and the Audience第54-56页
    5.4 Interpretation of Hybrid Metaphors in Graphic Ad Designs第56-59页
        5.4.1 Analysis of the Metaphorical Information in the Graphic Ad Design第56-58页
        5.4.2 Communicative Process between the Advertiser and the Audience第58-59页
    5.5 Interpretation of Integrated Metaphors in Graphic Ad Designs第59-61页
        5.5.1 Analysis of the Metaphorical Information in the Graphic Ad Design第60-61页
        5.5.2 Communicative Process between the Advertiser and the Audience第61页
    5.6 Interpretation of Complementary Metaphors in Graphic Ad Designs第61-68页
        5.6.1 Analysis of the Metaphorical Information in the Graphic Ad Design第62-63页
        5.6.2 Communicative Process between the Advertiser and the Audience第63-68页
Chapter Six Conclusion第68-72页
    6.1 Major Findings and Contribution of the Present Study第68-70页
    6.2 Limitations of the Present Study and Suggestions for Further Research第70-72页
        6.2.1 Limitations of the Study第70-71页
        6.2.2 Suggestions for Further Research第71-72页
References第72-79页
Appendix: Samples in the print and publishing category of Cannes Lions International Advertising Festivals from 2004 to 2017第79-85页

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