视觉语法下平面广告中多模态隐喻的意义构建和劝说策略分析

re is no doubt that most of the time advertising is intended to draw people‘s attention, inform them about the message they try to convey. For public service  advertising,  they  intend  to  call  for  actions  for  better  causes.  And  for commercial  advertising  they attempt  to  display  the  product  information  and  trigger further consumptions. So as to achieve the maximum effects of the persuasive power of the advertising but not to seem desperately pushing and annoy target audience or potential customers at the same time, many advertising designers try their best to add metaphorical  elements  to  intrigue people instead  of  using  direct  and  straightforward promotions  in  conventional  ways.  The  advertisements  studied  are mostly  endowed with  a  multimodal  characteristic  with  at  least  pictorial  and  linguistic  components. These features work in consistency as a whole to manifest the metaphorical meaning. Since printed advertisement ―need not be abridged in that they can be reproduced in their  entirety  and  more  or  less,  in  their  original  form‖  (Forceville, 1996:70),  the advertisements under study are all printed advertisements due to its static feature and in order to be more practical.        

Due to the fact that verbal language is no more the only or even the main semiotic  mode,  previous  studies  which concentrated  on  mono-modal  context  and linguistic  resources  are  inadequate  and  have  limitations  when  their theories  being applied to explore the present multimodal discourses. Ever since its emergence in the late  1990s  and prosperity  afterwards,  multimodal  discourse  analysis  including multimodal  metaphor  has  been  an  effective  way  to analyze  the  non-linguistic resources.  Nevertheless,  most  of  the  researches  on  multimodal  metaphor  are conducted  from  the  perspective  of  cognitive  linguistics.  Seldom  are  there  studies examining  the  multimodal metaphor  on  the  grounds  of  systemic-functional  theories, let alone using the Visual Grammar theory, put forward by Gunther Kress and Theo van  Leeuwen  in  the  pioneering  work  Reading  Images.  The  dissertation  not  only intend to explore how multimodal metaphor are constructed in printed advertisement including  public  service  advertisements and  commercial  advertisements,  but  also attempt  to  discuss  the  persuasive  strategies  and  effects  of multimodal metaphor  in printed  advertisements  form  the  perspective  of  Kress  &  Van  Leeuwen‘s meta-functional meanings and based on Aristotle‘s Three Appeals. 

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CHAPTER TWO LITERATUE REVIEW

2.1   Previous Studies of Multimodal Discourse Analysis

One  of  the  very  first  researchers  in  multimodal  discourse  analysis  is  R.Barthes.  He discussed  the  interaction  of pictures  and  words  in