华为广告的多模态隐喻研究

目录

Chapter1 Introduction 2

1.1 Background of the Study 3

1.2 Objectives of the Study 3

1.3 Outlines of the Thesis 4

Chapter 2 Literature Review 4

2.1. Metaphor and Multimodal Metaphor 4

2.2. Previous Studies on Multimodal Metaphor Abroad 5

2.3. Previous Studies on Multimodal Metaphor in China 7

2.4. Previous Studies on Huawei Advertisements 9

2.5. Summary 9

Chapter3 Research Design 10

3.1 Theoretical Framework 10

3.2Research Methods and Data Collection 12

Chapter 4 Data Analysis and Discussion 13

4.1 Visual metaphor 13

4.1.1 Huawei pro20 Evoke the Beauty 13

4.1.2 Huawei p9 More Clear Picture 14

4.1.3 Put down the Phone and Look at me 15

4.1.4 Huawei p10 Has more Functions 16

4.1.5 Watch is Meeting again 19

4.1.6 A Phone Achieve a Perfect Courtship 21

4.2 Auditory metaphor 23

4.2.1 Phone is a Dream 23

4.2.2 Love is for Waterproof 26

Chapter 5 Conclusion 28

5.1 Major Findings of the Study 28

5.2 Implications of the Study 28

5.3 Limitations of the Thesis 29

5.4 Suggestions for Further Study 29

Reference 30

Multimodal Metaphor Analysis of Huawei Advertising

Abstract: This thesis analyzes and explains the HUAWEI advertisements by using multimodal metaphor. It aims at analyzing the multimodal metaphor how to apply in the HUAWEI advertisements. In recent years, the Chinese mobile phone tends to reach supply over the demand in the domestic market, so it is important for Chinese mobile phone enterprises to expand the international market. And the advertisement is a good way to show its products and the innovation that are different from foreign products, like Samsung. And the design of the advertisement can help the company have competiveness in the world market. HUAWEI is a well-known product in the domestic market and the quality of its product is high. Therefore, the study of multimodal metaphor in HUAWEI advertisement is very important. Many people have a good understand about the foreign product, but they have a little about the Chinese product. There are a few people study the HUAWEI .So the choice of the HUAWEI as a case is the innovation in my thesis. This thesis is analyzed under the theory of the multimodal metaphor of the Charles forceville. In the study, thirty pieces of the advertisements were chosen about different types of the phones, and the advertisements aimed to different countries. These advertisements are downloaded from the HUAWEI official Website. The official advertisements about the HUAWEI mainly introduce the new functions and new technology applied in the mobile phone. In the materials, the significance of the advertisement by picture, language, sign, music. By analyzing the words and the sentences in the