华为广告的多模态隐喻研究

目录Chapter1 Introduction 21.1 Background of the Study 31.2 Objectives of the Study 31.3 Outlines of the Thesis 4Chapter 2 Literature Review 42.1. Metaphor and Multimodal Metaphor 42.2. Previous Studies on Multimodal Metaphor Abroad 52.3. Previous Studies on Multimodal Metaphor in China 72.4. Previous Studies on Huawei Advertisements 92.5. Summary 9Chapter3 Research Design 103.1 Theoretical Framework 103.2Research Methods and Data Collection 12Chapter 4 Data Analysis and Discussion 134.1 Visual metaphor 134.1.1 Huawei pro20 Evoke the Beauty 134.1.2 Huawei p9 More Clear Picture 144.1.3 Put down the Phone and Look at me 154.1.4 Huawei p10 Has more Functions 164.1.5 Watch is Meeting again 194.1.6 A Phone Achieve a Perfect Courtship 214.2 Auditory metaphor 234.2.1 Phone is a Dream 234.2.2 Love is for Waterproof 26Chapter 5 Conclusion 285.1 Major Findings of the Study 285.2 Implications of the Study 285.3 Limitations of the Thesis 295.4 Suggestions for Further Study 29Reference 30Multimodal Metaphor Analysis of Huawei AdvertisingAbstract: 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 theadvertisements, the conclusion of the analysis are that the advertisements are attractive, introductive, and constructive. In the phone advertisements, people tend to use declarative sentence to communicate with the potential customers. That may attractive the customers who spend a lot of time on mobile phone. A good advertisement plays an important role in the sale of the products.Key words: Multimodal Metaphor, Metaphor, HUAWEI, Advertisement.摘要：本文运用多模态隐喻对华为广告进行了分析和阐释。

旨在分析多模态隐喻在华为广告中的应用。

近年来，中国手机在国内市场的需求趋于旺盛，因此中国手机企业拓展国际市场具有重要意义。

广告是展示其产品和与三星等外国产品不同的创新的好方法。

广告的设计可以帮助公司在国际市场上具有竞争力。

华为是国内市场上知名的产品，其产品质量高。

因此，研究华为广告中的多模态隐喻是非常重要的。

很多人对外国产品有很好的了解，但他们对中国产品有一点了解。

有一些人研究华为，所以选择华为作为案例是我的论文的创新之处。

本文在Charles forceville的多模态隐喻理论的基础上进行了分析。

在研究中，选择了三十种不同类型的广告，广告针对不同的国家。

这些广告是从华为官方网站下载的。

有关华为的官方广告主要介绍手机应用的新功能和新技术。

在材料中，广告的意义在于图片、语言、符号、音乐。

通过分析广告中的词语和句子，分析得出的结论是广告具有吸引力、引导性和建设性。

在手机广告中，人们往往使用陈述句来与潜在的客户沟通。

这可能吸引那些在手机上花费大量时间的顾客。

一个好的广告在产品的销售中起着重要的作用。

关键词：多模态隐喻，隐喻，华为，广告。

Chapter1 IntroductionIn this chapter, background, objectives and outline of the study will be introduced and hopefully this part will provide readers with a basic understanding of this study.1.1 Background of the StudyHUAWEI has become one of the fastest growing companies in the global smart phone market, and the achievement of HUAWEI, which owns a large number of independent intellectual property rights, is no accidental at all. In recent years, the Chinese mobile phone tends to attend supply over the demand in the domestic market, so it is important for Chinese mobile phone enterprises to expand the international market. HUAWEI is one of the most popular phone brands in the domestic market. According to the strategies analysis of the Counterpoint, in June this year, HUAWEI is beyond iphone for the first time, and in July to maintain this momentum, but the gap has narrowed to very weak. HUAWEI has become one of the fastest in the world of intelligent mobile phone market growth, as the HUAWEI intelligent mobile phone with independent intellectual property rights, relying on the chip R D strength and strong brand influence, to explore the development road of independent innovation, the courage to resist the temptation of the low-end price war, HUAWEI mobile phone brand in the high-end market impact. Advertisement is as an important role in the sales of the production. As HUAWEI a new power in the world, there are a few people use HUAWEI as a case analysis, so the analysis of the advertisements of HUAWEI is more important.1.2 Objectives of the StudyThis thesis tries to explore the multimodal metaphor uses in the advertisements, and analyzes the slogan or the words in the advertisements. How the picture, sound, gesture, language show in the advertisement texts. This thesis is based onthe Charles forceville of the corpus of multimodal metaphor, taking theadvertisements of the HUAWEI as the material to be analyzed, aiming at exploring promoting strategies in the HUAWEI advertisements. It firstly shows that advertisement’ humor and creative, which promotes the communication between consumers and the sellers, and the brand influence in the world.Hopefully, it will provide answers to the following questions:What are the multimodal metaphors of Huawei advertisings?How are these multimodal metaphors presented in different modes?What effect does multimodal metaphor achieve in Huawei advertising?1.3 Outlines of the ThesisChapter 1 gives a brief introduction to the background, which aims to study the outline of the study. Chapter 2 provides a literature review of the advertisings in relevant field, including a brief introduction of contributions made by numerous researchers to multimodal and multimodal metaphor. Chapter 3 introduces the theoretical framework of multimodal metaphor, research methods, and collects the data from online material in the latest five years. Chapter 4 devotes to analyze the promoting strategies for Huawei advertisements, explored from multimodal metaphor theory. Chapter 5 concludes the study on major findings, limitations of this thesis and some suggestions for the further study.Chapter 2 Literature ReviewThis part will give a brief review of the previous achievements in advertisement study and previous researches related to modalities and HUAWEI abroad and in China.2.1. Metaphor and Multimodal MetaphorA metaphor is figure of speech that directly refers to onething by mentioning another for rhetoricaleffect. And it may provide clarity or identify hidden similarities between two ideas. Antithesis, hyperbole, metonymy and simile are all types of metaphor. The Philosophy of Rhetoric (1937) by rhetorician I. A. Richards describes a metaphor as having two parts: the tenor and the vehicle. The tenor is the subject to which attributes are ascribed. The vehicle is the object whose attributes are borrowed. Other writers employ the general terms ground and figure to denote the tenor and the vehicle. Cognitive linguistics uses the terms target and source, respectively. A mixed metaphor is a metaphor that leaps from one identification to a second inconsistent with the first. In forceville’s book, he defined the multimodal metaphor. This volume is the first book-length study to investigate multimodal occurrences of metaphor, and is of interest to scholars interested in metaphor as well as in multimodal discourse. Each chapter investigates metaphors whose identification and interpretation depend on the co-presence of at least two of the following modalities: language, visuals, gestures, sound, music. On the basis of case studies in a variety of discourse genres (advertising, cartoons, films, comics, conversation, music, amply represented in photographs, logos, drawings, film stills, and musical scores), the contributors demonstrate that, and how, metaphor can occur multimodal, providing ideas and methodological angles enabling further theorizing and testing in this rapidly expanding field. Covering creative as well as conceptual metaphors, and where appropriate evaluating cultural factors governing metaphor interpretation, the contributors provide a wealth of material for studying the conceptual and rhetorical force of metaphor in contemporary society.2.2. Previous Studies on Multimodal Metaphor AbroadThe study of multimodal metaphors has a relatively mature development in the west. Forceville studies the multimodal for many years and has a lot of achievements. Then some representative scholars and their research findings will be introduced as follows:Lakoff Turner(1989) pointes Conceptual metaphor theory holds that metaphor is acognitive mechanism. Building a crossdomai n mapping from the source domain to the target domain to help us constr uct and understand of the structure, relationship, and related knowledge of the target domain.Forceville (1996，2009) defines monomodal metaphors as a mode that source domain and the target domain is carried through a mode or mainly through a mode, such as metaphorical expressions in language. However, multimodal metaphors means that the source domain and the target domain pass through different modes or mainly through Metaphors expressed in different modes.Forceville (2009) pertains to multimodal metaphor in advertising. It makes sense to begin with this topic, since advertising has been the subject of a number of studies pertaining to pictorial metaphor – the variety of non-verbal metaphor that hitherto has attracted most scholarly attention. This is not surprising, for advertising constitutes a body of texts and practices that is persuasive par excellence. It allows bringing into play the modes of language, visuals, and sound/music. The first contribution in this cluster, “Brand images: Verbal and visual metaphor in corporate branding messages,” by Veronika Koller, charts how the logos, visuals, and layouts that are used to create companies’ corporate identities often require or invite the construal of metaphors. Tying in with the pervasive brands are living organisms metaphor, visual elements often subtly encourage the inference of positive corporate qualities that are not necessarily verbalized. Identifying the metaphorical mechanisms deployed to achieve this goal points the way to how the inevitably biased nature of companies’ self-portraits can be critically examined.ＭüllerCienki (2008) studies the relationship between metaphor, gesture and thinking is discussed in detail. It is advocated that we should not stop thinking about metaphor from a specific mode, but regard metaphor as a multi-mode in essence. M üllerCienki (2009) says in a speech and gesture two modes in multimodal metaphor presented by source and target domain the same and the same number of different domain and source domain is very common, but the verbal metaphor in multimode gesture: source domain is the same and different target domains are relatively rare. Their study of verbal metaphorical gestures shows that "dead metaphor", a highly regulated metaphor, is also used as a metaphor been actively processed to reveal the dynamic nature of multimodal metaphors in the text.Larysa Bobrova (2015) studies Identifying Potential Multimodal Metaphors in TV Commercials. In the TV commercials, there are a lot of multimodal metaphors. This integrated theoretical framework informs three sequential steps that seek to determine whether a commercial is viewed as potentially metaphorical, to identify cognitively prominent projected features of the phenomena involved in the metaphorical context and to justify them, and from this to formulate a metaphor. Each step is illustrated by examples from American, Russian, and Ukrainian TV commercials for alcoholic beverages. The proposed analytical procedure is user-friendly and flexible. It can be reliably employed to identify multimodal potential metaphors displayed in TV commercials and in other multimodal contexts.Pérez-Sobrino (2016) studies Multimodal Metaphor and Metonymy in Advertising: A Corpus-Based Account. This paper offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations (for the purposes of this work, metaphor and metonymy) and use of modal cues. Subsequently, the weight ofmode and marketing strategy to trigger more or less amounts of conceptual complexity is analyzed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor–metonymy interactions that stem from the data and that have not yet been surveyed in multimodal use. The results show that metaphtonymy (a metaphor–metonymy compound) is the most frequent conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advertisement.2.3. Previous Studies on Multimodal Metaphor in ChinaIn china, the study of the multimodal metaphors has started late, it almost began in the 2000. There are some scholars who have made some achievements in recent years. Lan Chun, Cai Ying (2013) study a cognitive linguistics study of multimodal metaphors in TV advertisements, taking the Head and Shoulders advertising as an example. In their studies, they take 21 Head and Shoulders shampoo advertisements as samples and observed two metaphorical systems of chain and event structure, finding that almost all metaphors are visual, language, and hearing. Modality is presented in the form of a combination of modes, and in the shortest possible time uses the best way to work together to launch a theme and create a brand image. Ning Yu (2011) studies Beijing Olympics and Beijing opera: A multimodal metaphor in a CCTV Olympics commercial. This paper is a cognitive semantic analysis of a CCTV educational commercial, which is one of a series designed and produced in preparation for, and in celebration of, the Beijing 2008 Olympic Games. Called the “Beijing Opera Episode”, this TV commercial converges on the theme: “To mount the stage of the world, and to put on a show of China”. That is, China sees her hosting of the 2008 Olympics by Beijing as a great opportunity for her to step onto the international stage to perform a show of China. This theme, which alludes to China’s globalization and retention of cultural identity, is conceptualized and expressed in terms of a central metaphor of theatrical performance: hosting the Beijing olympics is performing Beijing opera on an international stage. This study first analyzes in detail how this central metaphor is manifested multimodal through visual and aural as well as verbal discourse, thus examining it as a multimodal metaphor. The study then applies a decompositional approach, based on the distinction between primary and complex metaphors, to analyzing the central metaphor as a metaphorical compound with its internal structures and components, which is nevertheless built on a more general cognitive foundation. The study also offers a linguistic perspective on a cultural model underlying the central metaphor, which is arguably a Chinese cultural model for understanding various aspects and events of life in general. At the core of this cultural model is the widespread life is a stage metaphor, which however has a specific manifestation within the Chinese cultural context.Qiu (2013) studies the Interaction of Multimodal Metaphor and Metonymy in Public Service Advertising: A Case Study. This paper provides an analysis of a public service advertising in terms of a metaphor: A SEAT BELT IS A FAMILY, a variant of the metaphor A CAR IS A LIVING ROOM. The analysis shows how aspects of metaphors and metonymies surface in various modes and how metaphor and metonymy interaction fulfils different cognitive and persuasive roles in a multimodal genre. This paper proposes that two domains are reversible in multimodal discourse; metonymy is more fundamental than metaphor and the former serves as the basis and motivation for the latter. Because of genric features of PSA, the “embodied”aspects of metaphors and metonymies need to be universally comprehensible.Xi Yongshun and Shi Shunliang (2017) research on the relationship between advertising and graphics in the recent ten years (from 2007 to 2016). There are four main types of advertising: products, brands, ideas and public service advertising. There are more literature on product advertising and public service advertising. And brand advertising is relatively small. This is also in line with today's country that the overall trend of the developed economy and the healthy development of the society. Ding Tianhui (2017)in his study depicts Drama "A Streetcar Named Desire" in the visual and auditory modal multimodal metaphor application at the same time, deepen the theme connotation; the image, color, movement and music symbol system of the superposition and interaction effectively arouse the reader's multiple sensory perceptions, to construct the metaphorical meaning of narrative and more dynamic, so as to help the readers a more comprehensive interpretation of the inevitability of hypocrisy, morbid and sensitive and fragile Blanche desire in the abyss of the fall of fate. Zhang Delu (2009) studies that multimodal discourse is a phenomenon that uses a variety of senses, such as hearing, vision, and touch, and other means of language, image, sound, action and other means of communication . Liu yin (2017) studies multimodal metaphorical representation in public service TV advertisements .The multimodal mapping in public television advertising is defined as a metaphor that is presented by more than two modes in the source or target domains. Through the analysis of the corpus, the multimodal metaphors of the public service TV advertisement is further divided into three categories: source domain graph language and target domain language(other modal auxiliary), source domain picture language - target domain image - other modal auxiliary and the source domain image - the target domain - (other modal assists). Wang Huajun (2012) in his journal studies Multimodal Metaphor on an Overview.2.4. Previous Studies on Huawei AdvertisementsLiu Jia (2013) In his study, proposes a multi-modal perspective of advertising language research, extending the research of advertising language ontology and application to the multimodal wide area perspective of new media, and surpassing the previous research paradigms of multimodal equal treatment and comparative analysis. Based on the analysis of the multi-modal complement and strengthening functions and reasons of advertising language, the direction of the theoretical innovation of advertising linguistics in the new media era is discussed. Through the collection and transcription of multimodal advertising, the "advertising language resource base" and "audio resource library" are constructed as the basic material for studying the modal of advertising voice. The advertising language of different industries, different periods, different categories and different communication effects is fully described and compared, and the characteristics, rules of voice, vocabulary, syntax, discourse and pragmatics of multimodal advertisements are discussed. Wang Hongyang(2007) Based on the theoretical framework of the visual communication grammar, which is developed by Kress＆van Leeu wen from Halliday's systemic functional linguistics, this paper studies how the interactive meaning is construed in a poster. The aim of this study is to explore the possibilities so analyzing multimodal advertising discourse from a different perspective. The analysis in this paper shows that important interactive and interpersonal meanings can be identified from a multimodal perspective of discourse analysis.2.5. SummaryThe study of multimodal metaphor is still in its infancy and is not mature both at home and abroad. At present, there is not a complete theoretical system of multimodality metaphor study, which is based on the theory of double domain mapping proposed by Lakoff and Johnson. But multimodal metaphor has greatdifferences and characteristics compared with conceptual metaphor. Therefore, establishing a complete theoretical system suitable for multimodal metaphor research is the direction for researchers in the future. With multiple modes in the age of information and globalization unceasing popularization, multimodal semiotics and multimodal discourse also has a certain degree of development, so the multimodal metaphor research process in the future, the relevant research results the researchers should combine multimodal semiotic and multimodal discourse to do deeper research on multimodal metaphor. In terms of future research directions or research contents, multimodal metaphor can be combined with cultural and linguistic conventions to explore the relationship between multimodal metaphor and multimodal metonymy. In the other hands, We can combine the research of multimodal metaphor with specific categories, such as political cartoons, foreign language teaching, commercial advertisements, public service advertisements and movies.Chapter3 Research Design3.1 Theoretical FrameworkCognitive linguistics (CL) is anint erdisciplinary branch of linguistics, combining knowledge andresearch from both p sychology and linguistics. It describes how language interacts with cognition,how lan guage forms our thoughts, and the evolution of language parallel wit h the change in the common mindset across time.According to Merriam-Webster, the word "cognitive" is defined as "of, relating to, being, or involving conscious intellectual activity (such as thinking, reasoning, or remembering)". Merriam-Webster also defines linguistics as "the study of human speech including the units, nature, structure, and modification of language". Combining those two definitions together to form cognitive linguistics would provide the notion of the concepts and ideas discussed in the realm of CL. Within CL, the analysis of the conceptual and experiential basis of linguistic categories is of primary importance. The formal structures of language are studied not as if they were autonomous, but as reflections of general conceptual organization, categorization principles, processing mechanisms, and experiential and environmental influences.In cognitive linguistics, conceptual metaphor, or cognitive metaphor, refers to the understanding of one idea, or conceptual domain, in terms of another. An exampleof this is the understanding of quantity in terms of directionality (e.g. "the price of peace is rising").A conceptual domain can be any coherent organization of human experience. The regularity with which different languages employ the same metaphors, which often appear to be perceptually based, has led to the hypothesis that the mapping between conceptual domains corresponds to neural mappings in the brain. This theory has gained wide attention, although some researchers question its empirical accuracy.This idea, and a detailed examination of the underlying processes, was first extensive ly explored byGeorge Lakoff and Mark Johnson in their work Metaphors We Live By. Other cogniti ve scientists, for example Gilles Fauconnier, study subjects similar to conceptual metaphor under the labels "analogy", "conceptual blending" and "ideasthesia".Conceptual metaphors are seen in language in our everyday lives. Conceptual metaphors shape not just our communication, but also shape the way wethi nk and act. In George Lakoff and Mark Johnson's work,Metaphors We Live By (198 0), we see how everyday language is filled with metaphors we may not always notice. An example of one of the commonly used conceptual metaphors is "argument is war". This metaphor shapes our language in the way we view argument as war or as abattle to be won. It is not uncommon to hear someone say "He won that argument" or "I attacked every weak point in his argument". The very way argument is thought of is shaped by this metaphor of arguments being war and battles that must be won. Argument can be seen in other ways than a battle, but we use this concept to shape the way we think of argument and the way we go about arguing.Conceptual metaphors are used very often to understand theories and models. A conceptual metaphor uses one idea and links it to another to better understand something. For example, the conceptual metaphor of viewing communication as a conduit is one large theory explained with a metaphor. So not only is our everyday communication shaped by the language of conceptual metaphors, but so is the very way we understand scholarly theories. These metaphors are prevalent in communication and we do not just use them in language; we actually perceive and act in accordance with the metaphors.Forceville and Urios-Aparisi (2009) introduce Multimodal metaphors in advertisements, cartoons, animations, music and movies have been widely used. It is found that: 1) the source domain and target domain of multimodal metaphor can be used. It is a concrete concept rather than a metaphor, it is usually (abstract concept A is a concrete concept B). 2) Personification is an important form of multimodal metaphor. 3) In the transmission of information, each model has its own organizational principle and each has its own advantages and limitations. Various modalities cooperate with each other to form conceptual metaphors.Forceville (2008) introduces the advantages of multimodal metaphor. It includes four points: 1) images, sounds and gestures have the direct perceptions that are not available in languages and is more precise in expression. 2) In terms of similarity between source domain and target domain, multimodal metaphor has more choice. 3) Multimodal metaphor is more likely to be understood and accepted by the customers who come from different cultural backgrounds, because images and sounds are more common than words. 4) The source domain of multimodal metaphor may have a stronger emotional impact than that of pure language.The recognition of multimodal metaphors is based on the arrangement or group of internal elements of a single picture based on the coordination or alternation of shots or scenes, combination of ways and graphic relations. Eisenstein (19431963) pointed out that the combination of two lenses is bound to produce new representations and new features, the concept and the new image. The formation of movie metaphors is through this way to highlight the similarity between different things. From the audience's Association, we can understand the director's intention and appreciate the emotional color of the incident (Zhong Youxun, He Yuhong 2004:61 - 63). An image structure and the spatial relationship between elements can also form image metaphors, but whether the image metaphor is established depends on the relevant information provided by the language. Language not only provides clues for multimodal metaphor recognition, but also guides and limits people's interpretationof multimodal metaphors. In addition, to some extent, multimodal metaphor determination depends on its metonymic basis, namely, what is the source domain and the target domain respectively. The cultural connotation and the source domain are metonymy relations. Metaphor, thecultural connotation of the source domain is reflected in thetarget domain. Which par t of cultural connotation is reflected in the target domain and also because of (Asian) cultural organization is different.3.2Research Methods and Data CollectionThis paper will use the quantitative and qualitative analysis to study the Huawei advertisings and will be based on the corpus of Huawei advertisings. The materials will be searched from the internet about the Huawei official web. The analysis。