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1、密级：中图分类号：硕士学位论文白酒音乐电视广告中多模态隐喻的认知研究研究生：刘健导师：胡剑波学科：外国语言文学研究方向：语言学2018年6月AThesisSubmittedfortheDegreeofMasterCognitiveResearchonMultimodalMetaphorinMusicTelevisionLiquorAdvertisementsCandidate：LiuJianSupervisorandRank：Prof.HuJianbo白酒音乐电视广告中多模态隐喻的认知研究学位类型学术型学位作者姓名刘健作者学号15011201011学科（专业学位类别)外国语言文学研究方向
2、（专业领域)语言学导师姓名及职称胡剑波教授实践导师姓名及职所在称学院外国语学院论文提交日期AbstractTheConceptualMetaphorTheoryholdsthatmetaphorisawayofthinking,whichprovidesthefoundationforthemultimodalmetaphortoformupmetaphoricalconceptinmultimodalcontextsbyusingtwoormorekindsofmode.TheMultimodalMetaphorTheoryislargelyappliedtotheanalysisof
3、advertising,postersandotherkindsofmultimodalcorpus.Thisstudy,aimingtoanalyzethemultimodalmetaphorsintheMusicTelevision(MTV)LiquorAdvertisementswiththecognitiveapproach,canexploretheconstructiontypes,mechanismsandrelatedcharacteristicsofthemultimodalmetaphorsintheMTVLiquorAdvertisements.WiththeChi
4、neseMTVLiquorAdvertisementsastheresearchobjects,thisstudycollects25MTVLiquorAdvertisementsfromthemajorvideowebsitesinChinaandtakesthetwomosttypicaladvertisements,i.e.,theLuzhouandtheWuliangchun,astheresearchfocus.ThisstudytriestodiscussthetypesofmultimodalmetaphorexistingintheMTVLiquorAdvertiseme
5、nts,thekindsofdynamicconstructionmechanismandfeaturesinthesemultimodalmetaphors,andtheirdesignstrategies.Dependingonthedecompositionalapproachofmultimodalmetaphor,thisstudyfocusesontheinterpretationofthetwoadvertisements,i.e.,theLuzhouandtheWuliangchun,whicharethetypicalcasesofthedual-modepuremus
6、icadvertisementsandthetriple-modesongadvertisementsrespectively.Thestructureofmultimodalmetaphorinthesetwoadvertisementsiscomposedbyfourslevelsofmultimodalmetaphor,includingcentralmetaphor,uppercomplexmetaphor,intermediatecomplexmetaphorandrootprimarymetaphor.Thesedifferentlevelsofmultimodalmetap
7、horadoptthetwomainconstructionmechanisms,namely,similarityconstructionanddouble-imageconstruction,tocombinethevisual,auditoryandverbalmodesforconveyingthetraitsofproducttotheaudience.Thetwomainconstructionmechanismsals
