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

advertisements, 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 Introduction

In 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 Study

HUAWEI 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 Study

This 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 on

the Charles forceville of the corpus of multimodal metaphor, taking the

advertisements 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 Thesis

Chapter 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 Review

This 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 Metaphor

A metaphor is figure of speech that directly refers to one

thing 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 Abroad

The 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 a

cognitive mechanism. Building a cross

domai 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 of

mode 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 China

In 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 Advertisements

Liu 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. Summary

The 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 great

differences 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 Design

3.1 Theoretical Framework

Cognitive linguistics (CL) is an

int 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 example

of 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 we

thi 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 a

battle 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 interpretation

of 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, the

cultural 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 Collection

This 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

process will include, firstly, classifying different types of Huawei advertisings; secondly, distinguish kinds of metaphors in different advertisings; thirdly, combine multimode to analyze the metaphor in different advertisings.

In addition, the thesis will be based on the quantitative analysis, the materials will be from the Huawei adverting corpus built by the author.

Chapter 4 Data Analysis and Discussion

4.1 Visual metaphor

4.1.1 Huawei pro20 Evoke the Beauty

In the other piece of the Huawei advertising is about the Huawei pro 20.

I see, I feel, and I create.

I catch the build, in my word there is no rule.

See more if you used the Huawei new pro20.

Picture 1

This is Huawei the newest model phone. In this piece of Huawei advertising, she evokes the long- frozen phone. There are many unknowns in the way. In the final, it is covered with the color of the aurora. And it has a powerful picture function.

The picture is so clear and has the high quality. From the phone, we can see another different world, there is lively and beautiful. From picture three to picture five, we can see the animal through the phone become live. There is a sentence “I see, I feel, and I create.”“ I see the phone in the ice.”“I feel that the mountain in the distance become a monster, and the red skirt stretch out its wings.”“I create that the waterfall is my white dress. The world is not black or white, my night has the aurora.” I can feel the picture function is strong and that I can create the world through the Huawei phone. It is amazing.

Source domain mapping Target domain

The clear picture amazing

A live animal Strong camera function

Table 1

4.1.2 Huawei p9 More Clear Picture

A Huawei advertising shows us the camera focus.

Picture 2

This piece of advertising shows to us the camera focus and the powerful photo function. The background music and the picture both interact to show the function of the camera function. The clear pixels and the camera focus attract customers to buy the Huawei phone. In this advertising, it uses four words “perfect, power, pure, pretty”. These four words the first letter is ‘p’, this advertising uses four ‘p’for the first letter to strengthen the power of the photo function. ‘Perfect, power, pure, pretty’ all mean the strong camera function. Huawei makes it possible. Source domain mapping Target domain

perfect, power, pure, pretty Strong camera function

Table 2

4.1.3 Put down the Phone and Look at me

Picture 3

In this piece of advertising, it tells that on this wonderful night of Christmas, the existence of mobile phones made the close family distance from each other, the little boy became depressed and lost, and the last family of the story put down the cell phone to enjoy the Christmas. There is no dialogue in the whole video, but through the eyes of a little boy, the most real emotions are conveyed.

Source domain mapping Target domain

The boy’s eyes The parents’ concern

The dog The accompany

The light The dream come true

Table 3

4.1.4 Huawei p10 Has more Functions

In Huawei p10 advertising, there is a beautiful and romantic scene and dynamic picture, showing us the function of the new phone clearer. Different from the characteristics of accurate and concise writing, the image is more intuitive and image. Therefore, the image can make the audience causes resonance emotionally and cognitively. If words and images can be organically combined and the text pairs can be combined that pictures can play the role of the finishing touch.

Precise 3d facial detection ( capture your features in pixel-level detail)

Portrait mode. ）rtistic portrait in leica image style (with natural bokeh effect.) Huawei hybrid zoom. See beauty in more detail.

Picture 4

Monochrome photography.

(Black or white portraits with beautifully blurred background.)

Huawei supercharge.( A 30- minute charge for a day’s use. battery life depends on actual use situation. 3200 mah battery for p10 and 3750mah battery for p10 plus. ) Kirin 960 chipset. Born fast, stays fast even after 18 months usage. (Product speed depends on actual usage situation.)

Ultra memory. (Always outperforms in multi-tasking.)

All new leica front camera. (Unique selfie in leica image style.)

Optical image stabilization.( Stunning low light photography.)

12mp rgb or 20mp monochrome cameras. (Combine for amazing photos.)

2.5 curved gorilla glass. Even stranger and more scratch resistant.

Under-glass fingerprint sensor.( Looks and feels seamless).

Lte quad-antenna. All-round great connectivity. Lte quad-antenna is available in p10 plus only.

Product color, shape, interface and functions for reference only. Visual effects optimized for demonstration only.

In this Huawei p10 advertising, we can see the function of the phone more directly perceived through the senses. The dynamic picture, sound and the language under the phone that work together to show the new functions and creative ideas of the phone. The Precise 3d facial detection, capture your features in pixel-level detail, the picture match the text, showing the strong photo function. The grass green and the black phone mean that you have more choice to choose the color of the phone. Source domain mapping Target domain

The falling snow Clear picture

The grass green and the black phone More choice

Leica image style It’s more natural to take pictures

Hybrid zoom Details more clear

current More battery capacity

Table 4

4.1.5 Watch is Meeting again

Please refer to actual product for color, shape and material.

(Demonstration is created by visual effect.)

(Demonstration is created by visual effect. Functions and applications may vary by region.)

Navigate to Lake Chamrousse.

Ok google, how deep is Lake Chamrousse.

See you in exactly 10 years.

Timeless design, smart tracking, instant notification, google now.

This is a piece of advertising of Huawei watch.

Picture 5

Source domain mapping Target domain

gear watch

watch Multi-functional watch

photo Meet again

The dog-sledge riding Smart tracking

The friends Instant notification

The deep in the valley google

Table 5

4.1.6 A Phone Achieve a Perfect Courtship

I have to work late tonight. Can you pick me up? Yeph. Thanks honey. See you then, bye.

When we met things got hot!

Picture 6

This is a warm advertising. In the beginning of the story, the girl calls her boyfriend that “I will work late tonight, can you pick me up? Yes. Thanks honey, see you later.” Her boyfriend hangs up and smile and gets a good idea, he will do something differential. He gets up and goes out by motorbike, and he goes to the library, finds a book, and he turn to a page, then takes a picture to his girlfriend. In the later, he goes to the climbing gym, and put a shape out of a rope, he climbs to the half the high and takes a picture to his girlfriend. He also goes to the beach and uses seaweed out of the “first kiss”. He goes to many other places that they do it together and takes pictures for his girlfriend. Then he goes to his girlfriend’s company to pick her up. His girl -friend receives information and feels mood. She runs out of the company to give a hug to her boyfriend. And in the late of the story, her boyfriend proposes to her. This is love story. In this advertising, the boy use a phone finish the proposition to his girl -friend. In the beginning of the story, the smile of the boy and the action of the boy indicate that he will do something special. Huawei makes it possible.

By using different lenses, these advertisings give people different psychological feelings. Receiving and knowing the experience, for example, the quick shot after processing will give the audience. The organic combination of scenery music and pictures and fast shot with powerful music, from auditory and visual greatly heightens the hearts of quick shots and well highlight cognitive structure.

Source domain mapping Target domain

The call Huawei phone

The smile of the boy A series of action of the boy

The library The first met

The beach The first kiss

The finger ring The courtship

Group photo love

The Huawei phone Huawei make it possible

Table 6

4.2 Auditory metaphor

In these Huawei advertisings, the achievement of the metaphor is by music, picture, and language. With the rapid development of television advertising, music can not

only render atmosphere, foil the background, but also play an important role in the construction of multimodal metaphors. In the interaction with images and languages, music directly activates the source domain in a synchronic pattern, and constructs

multimodal metaphors. Music can indirectly activate the source domain by metonymy, and map with the target domain presented in the form of image and text, dynamically constructing metaphor.

4.2.1 Phone is a Dream

This is a warm advertising, and there is a dream in the girl’s heart. Dream is possible, Huawei makes it possible.

Picture 7

In a piece of Huawei video advertising, there are a couple of grandfather and granddaughter. The short film vividly describes a girl's pursuit of the piano Dream for 15 years. Through perseverance and hard work, he finally ascends the stage of Music Hall Vienna, realizes his dream of life, and deduces the persistent pursuit of the dream. It tells a girl plays piano with her grandfather, her grandfather is good at playing the piano. He thinks his granddaughter also does well in playing, and the girl loves it. So the family determines to send the girl to learn out of home. The whole families are not willing to leave the girl. The gesture of the grandfather is not forgetting to call to home. In the study, the girl gets a lot of troubles, she feels depression, but her grandfather always encourages her through the Huawei phone. In the later, the girl makes some achievements. She will give a show the golden hall in Vienna, but her grandfather gets ill in hospital. Through the phone, the play can be send to the

gr andfather. The source domain is the piano, and the target domain is the Huawei p hone. The whole video is showing through the granddaughter playing the piano. This propaganda film vividly tells a girl's development course of pursuing the piano Dream, reproduces her many life scenes on the road with the whole family, from the family piano room, to the school class and the dining room. With the support of her grandfather and family, she finally ascended the Vienna voice through the unremitting hard work and hard work. The stage of Le hall has realized its dream of life. In the middle of the short film, a few protagonists used the HUAWEI P9 mobile phone, which caused the audience to pay attention to the products and brand, and not deliberately, highlighted the warmth and heart of HUAWEI to the overseas audience.

The theme music "Dream it possible", whether it's the name of the song or the lyrics, has hidden the brand idea HUAWEI wants to say to the public: Dream - dream, HUAWEI has a belief in becoming a world class brand, It possible - it's possible that HUAWEI will try to make this possible, just like a movie. Like the girl who dreams of dreams, out of the narrow world only belongs to his world, to the world stage, HUAWEI will become more and more international and create a world brand. This is a positive and fearless attitude that HUAWEI has shown us through this promotional film: believe in yourself, dare to challenge and pursue your dream. This advertising implicates the warmth, the function of the video call, the quality pictures of the phone, and the clear sound quality make perform can show her grandfather.

At the beginning of the story, the first appearance of the simple family furnishings, then the picture entered the warm "four hand combined bomb", the beautiful piano accompaniment and beautiful melody immediately conveyed the warm mood Mother explored from the door and looked at the two children's happy shells. Follow up, the short film tells us a musical family's inheritance through the movie technique. When grandparents teach their granddaughters and daughters to play, their mothers comb their pigtails. These pictures appear to be plain, but full of emotion. Later, girls and their families leave school for study, experience social growth, study, work and love.

She began to accept the new test of life. She was moving away from the green and began to be independent. The camera shot to Grandpa lying on the bed. When she succeeded in stepping into Music Hall Vienna, her grandfather died. The advertising

constructs the multimodal through the picture, sound, music, and gesture. The girl’s success is the Huawei’s achievements. Although HUAWEI started with technology, this time it is more willing to start from the heart of consumers and provide consumers with real needs and products and services. Compared with the rigid and cold technology, this kind of intention is soft and warm. HUAWEI is more willing to think from the perspective of consumers, and integrate the brand culture and consumer culture skillfully. In the past, HUAWEI paid more attention to the propaganda at the level of science and technology, and every technology development and breakthrough were heavy and leading. And now HUAWEI pays more attention to the affinity of brand level, like the emotion conveyed by the propaganda film, as well as the profound experience of pursuing the dream, with family, family, music and other warm factors, approaching the inner world of the consumer, with them in the spiritual level, and imperceptibly setting up the brand with the consumer. This brand new strategy is a friendly brand gesture, and HUAWEI is getting cooler and closer. The publicity film of HUAWEI has created an impressive impression for the broad audience. It has successfully made the brand emotional and endowed its product with the functional value, and gives the emotional value more. HUAWEI is no longer a cold mobile phone sales company, because it has been given emotional value and become fresh.

The music “I will run I will climb I will soar, I'm undefeated. Jumping out of my skin

pull thechord, I believe it. The past is everything we don't make us who we are. So I'll dream until I make it real and all I see is stars. It's not until you fall that you fly. When your dreams come alive you're unstoppable. Take a shot chase the sun find the beautiful. We will glow in the dark turning dust to gold. And we'll dream it possible. Possible.” The music is suitable for the scene.

Source domain mapping Target domain

phone connection

gesture call

Expression in one’s eyes love

show achievements

smile comforting

The dream comes true The Huawei’s dream comes true

Table 7

In this piece of Huawei advertising, the building of multimodal metaphor by picture, music, gesture, eyes, there is no language. The phone is source domain is showed

by the picture and eyes of the girl, and the background music, and the target domain is the connection between the girl and the grandfather, is showed by the picture in the hall and the music played by the girl. Three mechanisms that gestures can play

in multimodal metaphor, one is by directly cuing a source domain; by activating source domain or target domain indirectly through metonymy; by activating source domain and target domain simultaneously. Gestures can construe monomodal metaphors directly and multimodal metaphors cooperating and coordinating with static and moving images，written language，spoken language and sounds. In the second picture, we can see the grandfather do a gesture of “call”, means that the ‘do not forget to call to me’. The whole advertising tells a girl’s dream come

true in the end, means that the Huawei’s dream also can come true. One by one the transition of shots, the music, the eyes of girl’ and the grandfather work together see the dream of girl come true. The target domain is the girl’s dream comes true in the end, and the grandfather passes away in the hospital.

4.2.2 Love is for Waterproof

Another piece of Huawei advertising, there is a girl and her family. Emotional metaphor is based on human experience and cultural foundation. It can be expressed by means of representations related to orientation, color and so on. The meaning of metaphor and the past experience and cultural background of the interpreter is closely related. Ontological metaphor is an abstract concept, such as thought, emotion, mental activity, event, state, and other abstract concepts, such as ideas, feelings, mental activities, events, and states enough metaphors are concrete, tangible entities

Picture 8

This is a loving family. The father in this family is a fireman. His work is filled with danger. His wife is worried about him. He loved his wife and his daughter. When he finished his work, he calls their family to sound peace. The father asked the girl whether she is well-behaved. He showed his love to his daughter. In the third picture, we can see that the girl washed her father’s face and said “daddy, your face is dirty, I will wipe it.” The girl used the water to wash out the phone, but the phone is safe and can be used in normal. In the last picture, the language “Huawei mate 10 pro ‘ai’ is for waterproof.” The whole advertising shows us the function of the waterproof and the clear picture quality of the Huawei mate 10 pro. By the video call, the family can show love and chat in a long distance. The quality of the Huawei phone is high and durable. The source domain is cross mapping the metaphor to the target domain. The advertising shows the function of waterproof through the picture, language, expression and the action. The multiple modes work together to show the cognition to the Huawei phone. The people’ cognition of the Huawei phone will be more clear and profound. The auditory and the visual impacts of the Huawei advertising to the customers will be more shock, and promote the customers to buy. Source domain mapping Target domain

Call for sound peace worry

smile Love and miss

water waterproof

The father’ love for child The boss’s love for the staff

Father’ hard work The Huawei company’ hard work

Table 8

Chapter 5 Conclusion

From the perspective of the multimodal metaphor, this thesis takes the HUAWEI advertisement as its analysis object. This thesis aims to analyze the function of the advertising, and the advertisement language delivers the message and how to attract the customers to buy the products. Metaphor is a universal phenomenon in language. It is also a deep understanding of human beings. It belongs to the category of cognitive linguistics. Advertising combines in language, image, music and many other forms of artistic expression can not only convey the theme through language. Thinking can also enhance the impression and deepen cognition with the film and television picture. In fact, multimode is a common way of metaphorical communication in the process of interpreting multimodal metaphors. The interaction

between image and text helps interpreters to interpret cross domain mapping. This chapter will conclude the major findings of this study and point out some limitations of the study and suggestions for the further study.

5.1 Major Findings of the Study

This thesis is an attempt to apply the multimodal metaphor theory to the HUAWEI advertisement. The thesis can help to broaden the research of the multimodal metaphor through the picture, sounds, and sign. Since the Charles forceville’s multimodal metaphor has attracted quite a lot of scholars both at home and aboard. Various types of discourses have been analyzed, including advertisements. However, there little HUAWEI advertisements have ever been explored. These advertisements almost related to the HUAWEI phone, and other electric products. They are value for us to study the HUAWEI in the multimodal metaphor. In addition, from the perspective of the public, the study can help them to understand the linguistic features in these advertisements so as to correctly know of their intentions.

5.2 Implications of the Study

This thesis implicates the advertisements from the three aspects. First, the HUAWEI advertisements show the function of its products and the new attractions incentive the customers to buy. Second, the advertisements are related closely the customers to the corporation. Third, the multimodal metaphor used in the advertisements makes the advertisements more clear and concise. Gesture can tell stories vividly, interestingly and coherently in advertisements, and directly or indirectly activate two domains through interaction with language, words, music and sound. Gestures can construe monomodal metaphors directly and multimodal metaphors cooperating and coordinating with static and moving images，written language，spoken language and sounds. Gestures show the creators＇focus of attention．

Through studying these advertisings, the multimodal metaphor has the following three main characteristics: first, whether it is a multimodal metaphor presented in a graph or a multimodal metaphor presented with the effect of lens and music, most of the photographers have to combine the modal, auditory modality, and language modality to appear in the same way. The emphasis used in the content is different. In order to express the needs of the effect, the photographers should call the three modes of collaboration well.

5.3 Limitations of the Thesis

There are several limitations of this thesis: First, although the paper takes amount HUAWEI advertisements as materials, the materials are far more from enough. Second, the materials are limited in the HUAWEI advertisements and the time is not full. So, we need to do more researches on the advertisements in the function of the multimodal metaphor theory.

5.4 Suggestions for Further Study

Suggestions for further study are as follows: First, the range of the advertisement materials collected and analyzed should be broader and deeper. Second, more charts and diagrams can be added to make the thesis more specific and convincing. Third, this thesis mainly analyzes Huawei advertisements and only the theory of the multimodal metaphor, so hopefully a more comprehensive and all-rounded study can be conducted in the future.

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多模态隐喻维度下的翻译硕士_MTI_课程设置与解析_白婧婷

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多模态隐喻在大学英语教学中的应用芦晶晶 发表时间：2020-03-26T17:08:56.290Z 来源：《知识－力量》2020年1月1期作者：芦晶晶 [导读] 多模态隐喻的理论自产生以来便迅速在世界范围内传播，并在语言教学中发挥出至关重要的作用，逐渐衍生出一套基于多模态隐喻的教学体系。本文将多模态隐 （郑州财经学院，河南省郑州市 450000） 摘要：多模态隐喻的理论自产生以来便迅速在世界范围内传播，并在语言教学中发挥出至关重要的作用，逐渐衍生出一套基于多模态隐喻的教学体系。本文将多模态隐喻运用于大学英语教学，通过阐述其定义、研究现状及意义和在教学中的具体应用，来印证多模态隐喻在大学英语教学中的可行性和重要性。 关键词：多模态隐喻；大学英语教学 一、引言 隐喻经过近30年的研究，它的思维性和概念性本质已经得到了语言学家的认同，而语言文字只是人类众多交际符号中的一种，所以，近年来，以欧美学者为首的一些语言学家已经把隐喻的研究拓展到多种模态，即产生了多模态隐喻。而在大学英语教学手段和方法的不断发展中，多模态手段被用于教学也越来越盛行，本文将多模态隐喻置于大学英语教学中，分析其在教学中的应用及产生的意义与效果。以此阐述多模态隐喻在大学英语教学中的重要性。 二、多模态隐喻定义 隐喻的研究可谓由来已久，早在古希腊时期就有相关研究，在之后的发展过程中，有些学者对其他相关学科（如修辞学、语言学、哲学等）进行了跨学科研究。20世纪80年代以来，随着Lakoff＆Johnson隐喻理论的提出，隐喻研究开始备受学者的关注。他们将隐喻的定义从单纯的一种修辞手段提升到了概念层面，他们认为隐喻是通过另一类事物来理解和经历某一类事物。隐喻不仅属于语言，而且属于思想、行为和活动。随着科学技术的飞速发展，尤其以信息技术为主，其中多媒体技术的应用标志着人类进入多媒体信息化时代，文字在多维数字化信息时代的优势慢慢被削弱，而图像、声音、构图等其他多种媒介符号开始更多地参与到信息的传递和情感的交流过程。因此，多模态的优势逐渐凸显，作为多模态化交际手段之一的多模态隐喻开始受到广大学者的广泛关注和研究。要了解多模态隐喻，首先要了解模态的定义。Forceville认为，模态是指“利用具体的感知过程进行阐释的符号系统”，这个定义将模态与人的五个感官联系起来，因此，他将模态分为视觉、听觉、嗅觉、味觉和触觉等模态。为了便于研究，Forceville将模态细分为：（1）图像符号；（2）书面符号；（3）口头符号；（4）手势；（5）声音；（6）音乐；（7）气味；（8）味道；（9）接触。基于此，Forceville将隐喻分为两类：单模态和多模态。两种隐喻的差别在于用于表征隐喻意义的源域和目标域所使用的模态数量不同，前者仅使用一种，而后者则有多种模态方式，主要有图像、音乐、声音及语言等。例如，在英语中用文字来表达 “Argument is war”，那么这个隐喻就是一种单模态隐喻。但是如果同时加入了图片、视频、手势等其他模态来表达同一信息，该隐喻则属于多模态隐喻。 三、多模态隐喻的研究现状和意义 多模态隐喻的研究是兴起于欧美国家，以Forceville为首，国外的研究比起国内的研究来说相对于丰富。多模态隐喻教学研究属于多模态化话语分析中的研究内容。国外学者对其研究主要是是将其置于具体语料中，如广告、电影、卡通等。认知观与修辞观是隐喻理论中的两种主流观点。认知语言学认为，隐喻实质上是一种语言的变异形式，它与日常生活中语言的字面意义是相脱离的，是通过运用某类事物，体验与理解另外一类事物。 “隐喻的本质是由具体事物概念表达构成的始源域向由抽象事物概念表达构成的目标域投射的结果。” 而传统修辞观则认为，隐喻是一种修辞方式与手段，这一修辞方式能够使语言表达的意义更加丰富。在当前的多模态隐喻研究中，以认知观为主体的隐喻理论是隐喻研究的主要对象。人们通过听觉、视觉、味觉等感知渠道，与周围的生存与生活环境进行不断的信息交流与交换，从而促进了各种交际模态的形成。 国内关于多模态的研究相对来说少一些，并且以介绍性的研究偏多，实证性的研究偏少。张德禄(2009)，深入地分析了多模态隐喻与系统功能语言学的关系之后，杨信彰(2009)，对此类研究所需要的技术及工具进行了有关介绍。王立非(2008)探讨了某种具体类型的语篇中的多模态。对于在教学中应用多模态隐喻的研究就更是少之又少了。利用多模态隐喻进行教学，首先，可以进一步发展认知语言学的理论，印证隐喻广泛的解释面和强大的解释力，丰富语言隐喻理论。其次，研究多模态教学隐喻可以使教师更好的研究教学过程中的各种因素，进而将研究的结果反馈到新的教学实践中，达到提高教学效果的目的。再次，运用多模态隐喻教学能使学生化被动学习为主动学习，调动了学生的积极性，使他们更轻松更愉快地学习，在学习中愿学、乐学、勤学。体现了以学生为中心，教师为指导者和策划者的教学理念，适用了新课程改革的发展与要求。 四、多模态隐喻在大学英语课堂的应用 传统教学往往以教师讲授为主，黑板粉笔为主要的教学工具。学生被动地听与记，缺乏主动参与性与学习的积极性。运用多媒体进行多模态隐喻教学，大大提高了大学英语课堂的效率和作用。它使得教学形式多种多样，教学内容丰富多彩，课堂活跃。在教学的过程中，呈现了动态、互动、直观的特点，使得知识点更容易被学生所掌握，留下深刻的印象。 4.1教师运用多模态教学的实例分析 在大学英语的教学课堂中，基本上教师都采用多媒体教学为主，传统教学为辅。把课本的知识以PPT、实物或教具等形式呈现给学生，调动学生共同参与课堂的积极性。 例如，在新世纪大学英语《综合教程》(外教社)第四册第一单元Text A的教学中，教师在运用传统英语教学方式解释“Now worn by the excessive demands of mankind， nature is unable to maintain the ecological balance needed” (在人类的过分需求下，大自然所需的生态平衡已不能维持) 时，除了需要讲授该句的具体内容以及语言知识点之外，为了使学生对Ecological balance有更加深刻的理解，便可适当使用一些生态被破坏的图片以及视频资料，以加深学生对生态平衡的直观印象，从而强化学生对英语知识点的理解。 又如在新大学英语(武汉大学教育出版社)的第六单元A篇阅读Leisure Activities一课中，用传统的教学方法就只能机械地讲述给学生听“leisure activities”是什么意思，学生或许从老师的讲述中能机械地记住单词的意思，却完全享受不到学习的乐趣。如果此时运用多模态隐喻

多模态话语分析

“蓝·创未来”广告是2010年北京国际车展上大众汽车倾力打造的一幅环保广告，当时从车展现场到北京大街小巷的候车亭里都贴满了这幅广告。选择该广告作为个案研究对象的原因有三：第一，这则广告尽管构图非常简单，却具备了语言、图形和颜色三个模态；第二，这幅广告的独特之处在于，颜色模态居于主导地位，而非语言或图像模态；第三，这幅广告具有鲜明的时代意义。从2009年底的哥本哈根世界气候峰会到国家战略性新兴产业规划①的出台，从“十二·五”规划到2011年9月6日胡锦涛主席在首届亚太经合组织林业部长级会议上发表的题为《加强区域合作实现绿色增长》的致辞，都反映了我国政府实现节能减排、低碳环保、绿色经济的强大决心和战略部署。而我国汽车业也进入了开发新能源、打造新能源汽车的历史阶段。所以这则广告非常契合目前中国大力倡导绿色经济的国家战略，是很有代表性的现代环保广告，内容洗练，留给人们很大的想象和思考空间。 大众汽车集团（中国）总裁兼CEO范安德博士向记者介绍大众汽车品牌“Think Blue （蓝·创未来）”的理念 一、多模态和多元识读概念的产生以及目前大学生多元识读能力现状的调查 随着科学技术的进步和社会生活的日益丰富多彩，人与人之间的交流方式正在发生着巨大变化。在公共交流的很多方面，我们可以深深感受到语言符号以及其他传统习惯中被人们认为是副语言的图像、音乐、颜色等，越来越多地处于突出、甚至是一种优势和中心的地位（韦琴红，2009）。作为单一模态的语言为主导的交流时代已经发展到了多模态交流的时代。然而，丰富多彩的符号资源是如何参与意义构建（meaning making）的、符号系统之间存在何种关系、人们如何解读充满多元符号系统的文本或其他载体，这些亟待解决的问题于20世纪90年代催生了一个新的研究领域——多模态话语分析（multimodal discourse analysis）。基于此，多元识读能力的概念也就应运而生。多元识读能力（multiliteracy），也称多模态识读能力，是新伦敦小组（New London Group）于2000年提出的概念，指具有能阅读所能接触到的各种媒体和模态的信息，并能循此产生相应的材料，如阅读互联网或互动的多媒体。Spiliotopoulos对多元识读有更宽广的视野，认为它指人们能从多种信息传递和信息网络理解各种模态的语篇，能发展批评性思维的技能，能与他人合作并帮助他们发展跨文化意识。根据现有材料，多元识读能力是多层次的，其中最高层次的能力要求参与者不仅能识读语篇信息，能解释符号和图像，利用多媒体和其他技术工具，如互联网，实现意义构建、学习和与他人互动（胡壮麟，2007；韦琴红，2009）。 多模态话语分析的概念和理论研究还处于初始阶段，国内外只有少数专家、学者从事该领域的研究。目前，人们多元识读的意识还几乎没有建立起来。然而，对于担当未来社会文化传播主力军的大学生而言，进行多元识读能力的培养有着非常重要的现实意义和时代意义。 为此，笔者选取了“2010北京国际车展”的大众汽车“蓝·创未来”环保广告为研究个案，以问卷调查和访谈的形式调查了北京部分高校不同年级的近200名本科生，尤其是英语专业本科生，了解其多元识读意识和能力。根据调查和访谈结果，笔者对大学生对该则广告解读的情况进行了总结： 1.大约92%的学生都能解读出蓝色代表海洋、天空，象征着清洁、环保的未来。这也说明颜色在这则广告中发挥的重要作用。 2.只有大约2%的学生，提及了广告把文字和颜色结合了起来，能够想到“Think”表示行动，广告要求大家用环保的思维方式去思考，然后行动，还世界一片蓝天。 3.大约3%的学生认为这则广告中的蓝色代表自由，目的是激起人们自由弛骋的想象，这是对广告的错误解读。 4.还有大约3%的学生提出，这则广告信息量太少，如果教师不提示是大众汽车的广告，

华为营销策略分析范文

一、企业概述： 华为是总部位于深圳的一家生产销售通信设备的民营通信科技公司，华为于1987年在中国深圳正式注册成立，注册资本2.1万元。2007年合同销售额160亿美元，其中海外销售额115亿美元，并且是当年中国国内电子行业营利和纳税第一。截至2007年底，华为在国际市场上覆盖100多个国家和地区，全球排名前50名的电信运营商中，已有45家使用华为的产品和服务。 华为全体员工在“我们坚持以客户为中心，持续为客户创造长期价值进而成就客户”企业愿景和使命的指导下华为紧紧围绕客户的需求持续不断滴进行创新创新，与合作伙伴开放合作，在电信网络、终端和云计算等领域构筑了端到端的解决方案优势。致力于为电信运营商、企业和消费者等提供有竞争力的综合解决方案和服务，持续提升客户体验，为客户创造最大价值。目前，华为的产品和解决方案已经应用于140多个国家，服务全球1/3的人口。 华为以核心技术为杀手锏，不断地致力于拓展和开发国际市场。作为全球领先的信息与通信解决方案供应商。华为技术有限公司的业务涵盖了移动、宽带、IP、光网络、电信增值业务和终端等领域，致力于提供全IP融合解决方案，使最终用户在任何时间、任何地点都可以通过任何终端享受一致的通信体验，丰富人们的沟通与生活。 二、企业目前在国际市场上的营销现状及存在的问题 1.华为在国际市场上的现状及地位 华为自1987年成立以来，在“农村包围城市”的全球化经营战略的布局下，以亚非拉第三世界国家为基点，在不断增加企业的实力和竞争力以及树立了品牌知

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第一章：研究背景及意义 一、本次研究的目的与意义 我小组以华为公司作为研究对象，学习华为公司身为一个跨国公司全面把握国际国内销售的策略。通过这次对华为公司从头到尾的分析，相信可以将市场行销课程上学习的理论运用到实际。 二、华为公司发展背景研究 华为技术有限公司是一家于1987年在中国深圳正式注册成立的民营企业。在海外设立了22个地区部，100多个分支机构。且在美国、印度、瑞典、俄罗斯及中国等地设立了17个研究所。除此之外，华为还在全球设立了36个培训中心，为当地培养技术人员，并大力推行员工的本地化。 华为的产品涉有交换和传输网络、无线、有线方面的固定接入网络。在数据通信的网络方面也有涉足。此外，华为还拥有自己的无线终端产品。华为主要是做软硬件方面的供应和服务，还会提供一些相关的解决方案。 近年来，华为的业务已经从电信运营商网络向企业业务、消费者领域延伸，形成了三大业务领域。 三、调查国际国内的华为手机的销售环境背景 1、国际环境：一球多制，多元共存，世界多极化将继续成为国际政治格局发展的基本方向。经济全球化、政治多极化、模式多样化、文化多元化将是世

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