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dc.contributor.advisor孙蕾
dc.contributor.author庄雅瑜
dc.date.accessioned2018-12-05T01:47:04Z
dc.date.available2018-12-05T01:47:04Z
dc.date.issued2017-11-29
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/170421
dc.description.abstract为厘清烟草广告和控烟广告的话语角力关系,本文对两者的话语特点进行了分析。首先,本文以多模态隐喻为理论,借用空间合成框架对《2015年胡润品牌榜》行业价值排名前十的烟草品牌官网的烟草广告进行解读,发现多模态隐喻是隐性烟草广告的普遍特征,其显性话语层面剔除了与“烟草”相关字眼,运用文字、色彩等多种模态,以耳熟能详的广告语作为辨识其为烟草广告的线索;在隐性话语层面,利用历史建筑、自然景物、神异动植物等来表征与烟草相关隐喻意义。其次,笔者以框架理论,遵循框架清单分析路径对政府官方控烟平台发布的72个平面控烟广告进行分析,识别出15种常见框架类型,发现其主要以消极和负面框架阐释烟害。 此后本文分析了两...
dc.description.abstractIn order to clarify the discourse relationship between tobacco advertising and Anti-tobacco advertising, this paper analyzes the characteristics of both discourses. First of all, based on the multimodal metaphor theory, I used Space synthesis theory to analysed "2015 Hurun brand list" top ten tobacco industry value of the brand's official website, found that the multimodal metaphor is a common fea...
dc.language.isozh_CN
dc.relation.urihttps://catalog.xmu.edu.cn/opac/openlink.php?strText=57925&doctype=ALL&strSearchType=callno
dc.source.urihttps://etd.xmu.edu.cn/detail.asp?serial=62595
dc.subject烟草广告
dc.subject多模态隐喻
dc.subject空间合成理论
dc.subject控烟广告
dc.subject框架理论
dc.subjectTobacco Advertising
dc.subjectMultimodal Metaphor
dc.subjectSpace Blending Theory
dc.subjectAnti-Smoking Advertising
dc.subjectFrame Theory
dc.title我国烟草广告与控烟广告的话语角力
dc.title.alternativeThe Discourse Struggle Between Tobacco Advertising And Anti-Smoking Advertising
dc.typethesis
dc.date.replied2017-06-25
dc.description.note学位:文学硕士
dc.description.note院系专业:新闻传播学院_新闻与传播硕士
dc.description.note学号:30620141153077


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