Multimodal metaphors in vietnamese and american beverage commercials
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Multimodal metaphors in vietnamese and american beverage commercials
Multimodal metaphors in vietnamese and american beverage commercials
VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL Multimodal metaphors in vietnamese and american beverage commercials METAPHORS IN VIETNAMESEAND AMERICAN BEVERAGE COMMERCIALS(An dụ đa phương tiện trong các quãng cáo đố uống của Việt Nam và Hoa Kỳ)M.A. MINOR PROGRAMME THESISField: English LinguisticsCode: 8220201.01Hanoi - 2021VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGl AGES AND INTERNATIONAL STI DIES FA Multimodal metaphors in vietnamese and american beverage commercials CULTY OF POST-GRADUATE STUDIES toQcgDANG THANH DIEMMULTIMODAL METAPHORS IN VIETNAMESEAND AMERICAN BEVERAGE COMMERCIALS(An dụ đa phương tiện trong cácMultimodal metaphors in vietnamese and american beverage commercials
quàng cáo đồ uống của Việt Nam và Hoa Kỳ)M.A. MINOR PROGRAMME THESISField: English LinguisticsCode: 8220201.01Supervisor: Nguyễn Thị Minh Tâm, PhD.HanVIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL Multimodal metaphors in vietnamese and american beverage commercials my own research and has not been submitted partially or wholly to another degree or diploma al any universities or other institutions.Hanoi, 2021StudentĐặng Thanh DiemACKNOWLEDGEMENTSThis paper would not have been completed without the support of many people, to all of whom I am profoundly indebted. Multimodal metaphors in vietnamese and american beverage commercials First, I would like to acknowledge my truthful gratitude to my supervisor, Dr. Nguyền Thị Minh Tâm. for her valuable comments, constant support and enMultimodal metaphors in vietnamese and american beverage commercials
couragement.My special words of thanks are sent to all the lecturers of the Department of Post-Graduate Smdies, University of Languages and InternatioVIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL Multimodal metaphors in vietnamese and american beverage commercials o to my colleagues in the Faculty of Foreign Languages and Informatics, Hoa Lu University for their willingness to support me in my teaching job during the time I conducted the study.Last but not least. I owe my gratitude to my family for their wholehearted care and encouragement during the completi Multimodal metaphors in vietnamese and american beverage commercials on of my thesis.Hanoi, 202111ABSTRACTMultimodal metaphor has become a necessary and indispensable stage of conceptual metaphor research. This new cateMultimodal metaphors in vietnamese and american beverage commercials
gorized research field of multimodal metaphor is involved in all aspects of life including advertising, political cartoons, comics, spoken language, gVIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL Multimodal metaphors in vietnamese and american beverage commercials mercials. Twenty-four selected videos from eight beer brands (four for each promotional culture) are analyzed via the processes of realization (based on the analytical tables) to specify the usage of modes and possible metaphorical meaning in each commercial; interpretation to clarify the metaphoric Multimodal metaphors in vietnamese and american beverage commercials al themes, modality usage and message conveyed; and explanation to discuss the similarities and differences of the utilization of metaphors in these aMultimodal metaphors in vietnamese and american beverage commercials
dvertisements (under four criteria). The results of the data analysis indicate that multimodal metaphor is employed in all Vietnamese and American comVIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL Multimodal metaphors in vietnamese and american beverage commercials unequal distribution and the variety of modality patterns. The visual element is the most frequently used mode while sonic mode accounts for the least involvement in the construction of metaphors in the videos. The study also pinpoints the similarities and divergences between the usage of metaphors Multimodal metaphors in vietnamese and american beverage commercials in the corpus regarding the choices of source domains, the frequency of modality, the focus of conceptualization and the selling point of the product.VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODAL VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STI DIES ĩoQeỉDẠNG THANH DIEMMULTIMODALGọi ngay
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