华为广告的多模态隐喻研究工商管理专业.docx

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 i