認知視角下香水視頻廣告的多模態(tài)話語分析研究 廣告學專業(yè)

MultimodalAnalysisofPerfumeMediaAdvertisingfrom

theCognitivePerspective

認知視角下香水視頻廣告的多模態(tài)話語分析

摘要：

隨著信息時代的發(fā)展，信息的傳播方式已經(jīng)不僅僅局限于圖片和文字的簡單組合，更是融合了聲音、顏色等元素以更加生動的方式向大眾傳遞信息。英國當代語言學家Halliday的社會符號觀認為語言是一種社會符號用來傳遞信息。語言學家Kress認為語篇是社會語境中所存在的所有符號系統(tǒng)的總和，不僅包括語言，還包括文字、圖像、顏色等視覺符號，和音樂、音響等聽覺符號系統(tǒng)?；贖alliday

的系統(tǒng)功能語法的三大元功能，Kress

和

van

Leeuwen構建了視覺語法的理論框架，提出了視覺符號表達的三大功能：再現(xiàn)意義、互動意義和構圖意義。香水作為一款可以提升身份的消費品也越來越受歡迎，香水的廣告也呈現(xiàn)出多模態(tài)趨勢，本文以Kress

和

van

Leeuwen的視覺語法為理論框架，以一支香奈兒可可小姐香水視頻廣告為語料，探討香水視頻廣告中圖像和聲音模態(tài)各自是如何建構意義的，并從認知視角的概念隱喻探討這兩個模態(tài)是如何配合來建構完整的意義。

關鍵詞:多模態(tài)；話語分析；視覺語法；概念隱喻；視頻廣告

Abstract:

Withthedevelopmentofinfomation,theexpressionstoconveyinformationhavebecomemoreandmorecolorful,theyarenotthesimplecombinationoflanguageandimagesanymore,butintegratethesound,colorandanyotherelementsinit.BritishlinguistKressholdsthatdiscourseincludesallsymblesystemsinsocialcontext,includingnotonlylanguage,butalsovisualsymbles(words,imagesandcolors,etc)andhearingsymbles(music,audio,etc).BasedonHalliday’sthreesystemicfunctionalmeta-functions,KressandvanLeeuwenproposedatheoreticalframeworkofvisualgrammar,inwhichtheyalsoelaboratethethreefunctionsofvisualmodalities:represantationalmeaning,interactivemeaningandcompositionalmeaning.Dependsonitsuniquecharm,perfumehasbecomemoreandmorepopularamongcustomers,thus,perfumeadvertisementsalsohaveatendencyofmultimodalities.UnderthetheoreticalframeworkofVisualGrammar,thisthesiswilltakeaChannelCoComediaadvertisementasanexampletoexplorehowvisualandauditorymodeconstructmeaningandhowtheyworktogethertoconveythewholemeaningfromtheperspectiveofconceptualmetaphor.

Keywords:multimodal,discourseanalysis,visualgrammar,mediaadvertisement

Contents:

References

Chapter1.Introduction

Thischaptertalksabouttheresearchbackground,objectivesandoutlineofthestudy.Thischapterhasthreeparts:thebackgroundofthestudy,researchobjectivesandtheoutlineofthepaper.

1.1researchbackground

Asonecomsumptiongoods,perfumehasbecomemoreandmorepopularnotonlyamongfemalebutalsoamongmale.Withthedevelopmentofinformation,advertisementsarenotonlylimitedexpressedwithinpictures,languageorthesimplecombinationofpicturesandlangage.Theexpressionsofperfumeadvertisementshaveatendencytointegratetheimage,text,action,colorandanyotherelementsworktogethertoconveytheoverallmeaning.ChannelasoneoldfamousbrandoriginatedfromFrance,untilnowitsproductsareappericiatedasclassics.Studiesfrompreviousschoelarsonperfumeadvertisementsarenotpeculiar,butthismediaperfumeadvertisementshaslessresearchers.Thisthesistakestheinformation-basedmediaadvertisementintoconsideration.Itwillgiveabrifeintroductionofpreviousstudiesandfocusonthevisualandauditorymodestoexplorehowtheyworktogethertoconveythewholemeaning.

1.2objectivesofthestudy

ThisthesisisaimtoexplorehowvisualandauditorymodehelpstheaudiencetounderstandtheperfumeadvertisementwhithinHalliday’ssemioticsocialthoughtsaswellasKressandvanLeeuwen'svisualgrammar.Inthisthesis,wearemainlytalkingaboutthethreefunctionsofimages:represantationalmeaing,interactivemeaningandcompositionalmeaning,aswellasthesocialdistanceofsounds.Itwillgiveageneralintroductionaboutthethemeofthisperfumemediaadvertisementfistly.Then,itwillintroduceshowvisualandauditorymodeworktogethertoconstructthewholemeaninginthisadvertisement.

Hopefully,itwillgiveanswerstothefollowingquestions:

1.Whatisthethemeofthisperfumemediaadvertisement?

2.Howaretherepresentationalmeaning,interactivemeaningandcompositionalmeaningrealizedinimages?

3.Howisthesocialdistancerealizedinauditorymode?

4.Howdothevisualandsoundmodalitiesworktogethertodisplaythetargetproduct-ChannelCoCo?

Themethodologyisqualitativeanalysis.Firstly,tosearchfortheperfumemediaadvertisementwhatthepaperneedandshotthekeyscreens.Secondly,tosearchfortheanalysisofadvertisementsoverseasandathome.Thirdly,toanalyzetheshotedscreenimagesaccordingtothetheoryofmultimodaldiscourseanalysistoexplorehowimagesandsoundsconstructthewholemeaning.

1.3outlineofthestudy

Thisthesisconsistsoffivechapters.Chapter1isanintroductionpart,itmainlymakesanoverviewofthisthesis.Chapter2isliteraturereview,itmainlyreviewspreviousstudiesonmultimodaldiscourseanalysisoverseasandathome.Chapter3isthetheoreticalframeworkofthisthesis,itmainlyintroducestwotheorieswhichusedinthispaper---theIdealizedCognitiveModelTheoryandtheVisualGrammar.Chapter4isthecaseananlysisabouthowimagesandsoundsworktogethertoconveymeaningandtheworkingmechanismbehindthem.Chapter5isthelastpartwhichistheconclusionofthisthesis.Inthispart,asummaryofthewholepaperismade,andthemaincontents,majorfindings,advantagesanddisadvantagesoftheresearcharepresented.

Chapter2Literaturereview

Thischapterwillreviewthepreviousstudiesaboutperfumeadvertisementsandmultimodaldiscouseananlysisoverseasandathome.Thus,wecanhaveagoodunderstandingaboutthecurrentresearch.

2.1Areviewofperfumemediaadvertisement

WiththeageofInformation,oursocietyhastakenplacedeeplyinwidearea.Particularly,commercializationhasbroughtusmoreandmoreconvenient,inoneside,ithasmorechoicestopromoteitsproductstoreachtheprofitpurposes;intheotherside,itindicatesthatadvertisementsplannersshouldhaveahightechnicallevel.Notonlyinadvertisementsplanningbutalsoconsideringpublicpreference.

Discourseanalysisasaseparatedisciplineemergedinthe1950sandsincethenithasattractedmanypeople’seyes.InthemodernageofmassmediaandInternet,informationisnolongerlimitedintheverbaltext.Instead,itcanbeconveyedbymultiplesemioticresources,e.g.image,color,soundandaction.Thus,discourseisincreasinglycharacteristicofmultimodality.

Sofar,manyresearchershavecontributedtoMDA.FromtheperspectiveofHalliday’sSystemicFunctionalGrammar,manyscholarshaveextendedthesocialsemioticoflanguagetothecommunicationwaysinimage,sound,andaction.AsO’Halloran(2004)remarks,“multimodalstudies”and“multimodalsemiotics”havetakentorefertothestudyofanyformofcommunicationotherthanthesupposeddominantform.Kress(2010)specified“modality”as“themeaning-makingsemioticresourcesshapedinthesocialculture”.Sothat,anymodality,likeimage,gestureandmusicareallhasitsownmeaning-constructingsystemlikespokenlanguagedoes,whichincludestheexpression,lexical-grammaranddiscoursesemantic.

AccordingtovanLeeuwen(1996),multimodalityreferstothecombinationofdifferentsemioticmodes,e.g.language,image,soundinacommunicativeartifactandevent.KressandvanLeeuwenarepresentedthefirstsystemicandcomprehensiveanalysisofthegrammarofvisualdesignintheepoch-makingbookReadingImages(1996),inwhichthesemioticmodesofvisualcommunicationareinvestigatedasrealizationofparticularkindsofmeaningalongthemetafunctionallinesofSystemicFunctionalGrammar.Inthisbook,KressandvanLeewenhaveputforwardatheoreticalframeworktodocumentthesystemofrepresentational,interactiveandcompositionalmeaningsinvisualcommunication,whicharejustlikethesystemic-functionalnotionsofideational,interpersonalandtextualmeaning.Thisbookshowshowthethings,placesandfiguresoftheimagesareorganizedinvisualdesigntorealizerepresentative,interactiveandcompositionalmeanings.

Inthecomingyears,researchinmultimodalfieldbecomeincreasinglyflourishing.Leeuwenhasputforwardaperspectivetoanalyzethediscourse,whichfrommusicandsound.AnotherscholarwhonamedMartinec(2000)hasdonesomeresearchongesture;othershaveputforwardaframework,whichfromtheperspectiveofspatialdesigntodiscussthesemioticexpression.

2.2AreviewofMultimodalstudiesathome

InChina,itiscontrastflourishabroad;MultimodalDiscourseAnalysisisstillhavingmuchroomtoimprove.ButtherestillexcellentscholarsinChina,whichhavedonegreatcontributionsonMultimodalDiscourseAnalysis.Recently,theyhaveattachedgreatattentiononit;theynotonlybegintodomanypapersbutalsoapplythetheoriestomanydifferenttypesofdiscourse.Zhu(2007)deliveredapaper,inwhichhepointedoutthelimitationsaboutthestudies,andclaimedthatalmostallscholarshaveonlypayattentiontothelanguageitselfandattachedgreatemphasisontherelationshipbetweenlinguisticsystem,semantic,socialcultureandcognitivepsychology,buthaveneglectedsuchasimage,sound,colorandanyotheraspectsofmeaning-expressions.Inhispaper,hehastalkedaboutfourquestions,whichcloselyrelatedtomultimodaldiscourseanalysis,intheend,heconcludesthattheproductionofmultimodaldiscoursesfromdifferentsensorychannels,suchasvisualchannel,auditivechannel,tactilechannel,olfactorychannelandgustatorychannel;fromthedifferencesbetweenmodes,mediumandmodality,suchasspokenmode,writtenmode,electronicmode.Healsopointedoutthestandardtoidentifythemultimodaldiscourse,inwhichheconcludesthatthefirsstandardistoidentifythequantityofthemodals,ifthereisonlyonemodalcalled“monomodaldiscourse”andifthereistwocalled“bimodaldiscourse”,ifthereismorethantwocalled“multimodaldiscourse”.Indailylife,suchaspeoplewhousingacellphonetocommunicateshouldusetheirearstolisten,mouthtotalk,handstoeditmessageandsendit.Thesecondstandardistoidentifythequantityoftheinvolvedsemioticsystems,sometimesadiscoursehasonlyonemodal,butincludestwoeventhreeorfoursemioticsystems,suchaslistenanovelonradio,itjustinvolvedonlyauditivemodal,butitimpliesthecontentofwordsandthebackgroundmusic.Intheendhealsosetalistofadvicesonhowtoanalyzefromthecontent,proceduresandsignificance.Thispaperhasbroughtnewideastoscholarsindifferentfields.

Jiang(2016)deliveredapaperAResearchofMeaningRealizationofMultimodalAdvertisingDiscourseinWechat,inwhichtheauthormainlyfocusedonhowthemultimodaladvertisingdiscoursebringbenefitforcompaniesthroughanalyzingthemeaning-constructing.Inthispaper,theauthoradoptedthequalitativeanalysis,casastudiesandquestionnaireinvestigation,basedontheframeworkofSystemicFunctionalGrammar,VisualGrammar,ImageandText,throughtheconceptualmeaning,representativemeaning,andinterpersonalmeaninganalyzingthemultimodaladvertisementsinWechat,furtheringtothrowsomelightonbetterdesigningandunderstandingofPSAsandpromotecompanies’socialimpact.ThispaperindicatesthatinPSAs,theverbalpart,includingthemood,modalityandpersonalsystems,playsanimportantroleintransmittingtheinterpersonalmeaning;meanwhile,thecontact,socialdistance,perspectiveandmodalityofvisualimagesarealsodesignedcollaboratetopresenttheinterpersonalmeaninginpublicserviceadvertisingdiscourse.Atlast,theauthorhasgivensomeadvicesonhowtodesignaneffectiveadvertisement,withtheregardtothelinguisticrepresentation,advertiserscanchooseappropriateverbalresources.Intermsofpersonsystems,thefirstpersonpronounscanbeselectedtosetupaface-to-faceinteractionwiththeviewersandthentoshortentheemotionaldistanceandenhancethepersonalcommunication.Withrespecttosocialdistance,advertiserscanchooseappropriateimageshotstobuildasincereandintimaterelationshipwiththeviewers.Withrespecttoperspective,advertiserscanexploitthefrontalangletogettheviewersinvolvedandthusfacilitatethepublic’sparticipation.Theadvertiserscanchooseanobliqueangletoshowdetachmentandembodyaclearattitudewhenheintendstomaketheadvertisementmoreobjective.Thelimitationsinthispaperarefirstly,whichbasedonSystemicFunctionalGrammartoanalyze,althoughtheauthorstrives

to

integrated

Systemic

Functional

Grammar

with

Visual

Grammar,

it

is

hard

to

describeeachpartequallyindetail.Second,theauthoronlydiscussesthecolorsaturationinmodality,thecolordifferentiation.But,contextualization,representation,depth,lightingandbrightnessarenotinvestigated.Thescopeoftheresearchisquitelimited,thispaperjustfocusonEnglishPSAswithimageandlanguage,onlytheverbalandthestaticimagearetakenintoconsideration,leavingthedynamicandfascinatingmodalityof“sound”untouched.

Huang(2014)deliveredapaperMultimodalDiscourseAnalysisofAutomobileAdvertisingDiscourse,theauthorofthispaperpointedoutthehistoryoftheDiscourseAnalysis,furtheringintroducedtheoriginofMultimodalDiscourseAnalysis.ThispaperismainlyfocusedontheprintedadvertisementsinAutomobile,whichisaimattodiscussthewaystocombinethetextandimagetogethertoexertthemeaningtopersuadeconsumerstakeaction.TheauthortakestheimageandthewordsofprintedadvertisementinAutomobiletorevealthefunctionwhichtheadvertisementshaveexerted.Inthispaper,theauthoralsoprovedthatMultimodalDiscourseAnalysisisoperationalandpracticalinadvertisingdiscourseanalysis.Asaconclusion,theauthorconcludesthemainfindingseparately,fromtheperspectiveofSystemicFunctionalGrammarcontainsthreemetafunctions:ideationalmetafunction(designersgivetheprioritytomaterialprocess,thenbeingrelationalprocessandlastmentalprocess),interpersonalmetafunction(inmoodsystem,declarativemooddominatestheautomobileadvertisingdiscourse,nextbeingimperativemoodandlastisinterrogativemood),textualmetafunction(unmarkedthemesaremostfrequentlyusedintheclausesofadvertisements,whichmakesthesentenceseasyforreaderstounderstand,markedthemesappearedsometimesinthedatatostressspecialpartsofcarssuchashigh-techfacilitiesincars).FromtheperspectiveofVisualGrammar,whichcanbeconcludewithinthreefunctions:representationalfunction(theimages,narrativerepresentationaremorefrequentlyusedthanconceptualpresentation),interactivefunction(interactivefunctionofpicturesisrealizedbycontactandsocialdistance),compositionalfunction(thecarsarenotonlythemainproductstobeadvertisedbutalsothemostimportantcontenttodesigner).Therearesomelimitationsinthispaper,firstthequantityoftheadvertisementsisnotenough,thispaperstudiesonlyChineseautomobileadvertisingdiscourse,therepresentativeisnotenough,lastbutnotleast,thepaperstudiesonlyverbalresourcesandvisualresourceinprintedadvertisements.

Fan(2017)basedonthemultimodaldiscourseanalysistoanalysistheproductplacementinahotTVseries,inwhichtheauthorfromtheidentificationsofproductplacementandthedemandsofpeopletogiveadvicestoadvertiserdesigners.Inthispaper,theauthorpointedouttherelationshipbetweenadvertisementsandthecontentoftheTVshow,avoidingtheexcessiveplacements.

2.3AreviewofAdvertisingDiscourseAnalysis

ThestudyofEnglishadvertisementsorigins1980s,ithasmorethan30yearsuntilnow.Atfirst,themostcommonperspectivesarefromthelinguisticscharacteristicoflexicon,rhetoric,syntax.Fromthecompositionoftheadvertisement,someresearchersseparatelydiscussthelexicon,rhetoricandsyntaxofeachcomponentinmoredetail.Halliday(1985)putforward“SystemicFunctionalGrammar”,inwhichheattachedgreatimportancetosociologicalaspectsoflanguageandconsiderslanguageasaformofdoingratherthanaformofknowing.SystemicFunctionalGrammarcanbedividedintoSystemicGrammarandFunctionalGrammar.Fromthefunctionoflinguistic,FunctionalGrammarincludesthreemeta-functions:experientialfunction,interpersonalfunctionandtextualfunction.Forexample,Chen(2007)deliveredapaper,whichisaimtoexplorehowinterpersonalmeaningsarerealizedindiscourseofChinesepublicserviceadvertising,drawingonsystemicfunctionalgrammar.Inthispaperrevealedthepurposeofpublicserviceadvertisingisreleasinggovernmentpolicies,promotingdesirablelifestyleandhighmoralstandardandappealingtothepublictoofferhelptovictimsindisaster.Thispaperstudiesthelexical-grammaticalresourcesthatrealizeinterpersonalmeaningsinthetargetdiscourse.Thecorpususedinthispaper,600samplesintotal,comesfromprintpublicserviceadvertisementsinnewspapersandmagazines.ThispaperfindsthatinChinesepublicserviceadvertisingdiscourse,anoverwhelmingmajorityofmoodsaredeclaratives,whichareusedtogiveinformationandalsogivecommandsinoccasionalcases.Theimperativemoodandinterrogativemoodrenderadialogiceffecttothediscourse,makingthediscourseinteractive.Italsofindsthatoverahalfofthemodalexpressionsofobligationareinnegativeforms,tellingtheaudiencewhattheyshouldnotdo.Withtheemergingofthemultimodaldiscourseanalysis,thelimitationsareobviously,thelimitationsinthispaperisthatthesamplesizeisnotlargeenoughtogivefullaccountsoftherealizationofinterpersonalmeaningsindiscourseofpublicserviceadvertisingandwhichnotgiveenoughattentionindataanalysisofpicturesandvoices.

Advertisingisaspecialcommunicationbetweencompaniesandconsumers,inalongtime,thestudyoftheadvertisementsareallfromtheperspectiveoftheSystemicFunctionalGrammar,especiallyinterpersonalfunction,butmoreandmoreresearchersrealizedonlyinthiswayisnotenough.

Chapter3theoreticalframework

Themaintheoreticalfoundationsofthisthesisaremultimodaldiscourseanalysis(KressvanLeeuwen’svisualgrammar)andcognitivelinguistics(includingmetaphorandmetonymy),whichwillbepresentedinthefollowingsection.

3.1KressvanLeeuwen’sVisualGrammar

Inthelate1950s,HallidayputforwardtheSystemicFunctionalGrammar(SFG)whichreferstothethree

metafunctions

of

language:

ideational

metafunction,

interpersonal

metafunction

and

textualmetafunction.

The

ideationalfunctionreferstotheconstructionofpeople’sviewaboutworld;theinterpersonalfunctionreferstothewaystocommunicatewithothersthroughrole,moodandmodality,thatistosaypeoplewillstandasuitablepositionwithsuitablemoodtoexpresshisattitudeandjudgementsuitablyinordertoinfluenceothersattitudeandbehaviour.Thetextualfunctionreferstotheconstructionofpeople’sinformation,aswellastoorganizetheideationalandinterpersonalfunctioncoherentlyandlogically.

BasedonHalliday’ssocialsemioticthoughts,in1996,KressvanLeeuwenputforwardanewtheoreticalframeworktoanalyzemultimodaldiscourseinimages.Therearethreemeaningsinvisualgrammar:representationalmeaning,interactivemeaningandthecompositionalmeaning.TheyarecorrespondtoHalliday’sthreemetafunctions:first,therepresentationalmeaningisusedtodeveloplinguisticorvisualunderstandingofthenatureoftheevent,theobject,participant,andenvironment,simplyspeaking,therepresentationalmeaningistherepresentationoftheobjectiveevent.Representationalprocesscanbedividedintotwosub-process:narrativeprocessandconceptualprocess.Actionprocess,mentalprocessandspeechprocessrealizeintherepresentationalmeaning.Inaddition,conceptualprocesscanbedividedintothreesub-processaswell:classificationalprocess(whichisaimtoanalyzethesuperiorandthesubordinate),analyticalprocess(whichismainlystudiestherelationashipbetweenpartsandthewhole),symbolicprocess(whichistoidentifytheparticipantsandthemeaningwhattheystandfor).

Second,theinteractivemeaningisusedtounderstandtheinteractiverelationshipbetweenauthorandspeaker.Thekeyfunctionoftheinteractivemeaningistobuildupacommunicationbetweenthedesignerandtheviewerthroughthesymbolsinimages.Interactivemeaningcanfacilitatethesymbolstorepresenttheobjectiveevent,thus,theaudiencecanhaveagoodunderstandingaboutthetargetproductandthentakeaction.Theinteractivemenaingcanberealizedbycontact,distanceandperspective.

Finally,thecompositionalmeaningisthecombinationofrepresentationalmeaningandinteractivemeaning.Compositionalmeaningisaimtomakethedetailedelementstogethercoherentlyandmakeanewmeaningfulsymbolicsystem.

3.2IdealizedCognitiveModelTheory

In1987,LakoffputforwardtheIdealizedCognitiveModel(ICM)whichrefersto"thespeaker'sabstract,relativelycomprehensiveandidealizedunderstandingoftheexperienceandknowledgeofacertainfieldwithaspecialculturalbackground".Itisakindofcomplexandgratedgestaltstructurebasedonmanycognitivemodels(CMs)whichcanbedescribedas:ICM=CMS+CMS+CM3+，+CMn(WangYing2006:55).ThispartwillmainlyintroducethebasiccharacteristicsofICManditsconstruction.

ICMisnotonlyaculturalconceptbutalsoacomplexofthoughtswithgestaltfeatures,whichisdifferentfromtheentitiesintherealworldbecauseofthedifferenceinpeopleandculture.Forexample,whenpeopleusetheword"bachelor",anICMincludingelementsas"marriagesystem,legalagetogetmarried"willbetriggered.Therefore,theICMjustreferstopeoplewiththosetypicalfeatures.Thatistosay,unmarriedmenwhohavelivedwithwomenforalongtime,gay,menwhoaredivorcedorwhosewiveshavebeendeadarenotincludedintheICMofBACHELOR.However,inObjectivismworld,theword"bachelor"hasthreekindsofdifferentsemanticfeatures:[+adult],[+male]and[+unmarried].Inthisopinion,thefirstthreegroupsmentionedaboveshouldbeincludedinthegroupof"bachelors".Asthisisnotconsistentwithouractualfeeling,wesaythattheICMoftheword"bachelor"consistsofmorepracticalelements.

Accordingtotheresearch,therearefouroperationmodelsinanICM:propositionalmodel,imageschemamodelmetaphormodelandmetonymymodel.ThissectionwillfocusonthemetaphorandmetonymymodelsintheICM.

3.2.1Conceptualmetaphormodel

Metaphor

is

not

only

rhetoric

of

languages,

but

a

way

of

thinking

and

a

cognitivewayforpeopletoformtheconceptsystem.Lakoff(2001)arguedthatmetaphorrefersto"mappingsfromcomparativelyfamiliarandunderstandabledomaintoacomparativelyunfamiliarandabstractdomain".Thatistosay,metaphoristounderstandorexperienceathingorexperiencethroughanotherthingorexperience.Applyingspecificconceptstounderstandabstractconceptsisthemainmechanismforpeopletounderstandtheabstractconcepts(Lakoff1993).

Sentencessuchas“We'vecomesofar;

We're

at

a

crossroad;

We'll

go

towards

separate

direction;

Ourmarriage

is

on

the

rocks

”are

all

talkingaboutLOVE,buttheyallusethedescriptionofJOURNEYtodescribeLOVE,thereasonisthatthereisaconceptualmetaphorLOVEISAJOURNEYinpeople'sconceptsystem.LOVEisdifferentfromJOURNEY,butpeoplecanunderstandtheconceptofLOVEthroughtheconceptofJOURNEY.LOVEisconceptualizedasJOURNEYinpeople'smind,andtheyknowandunderstandtheintangible,abstractconceptofLOVEthroughtheknown,tangibleandspecificconceptJOURNEY.Metaphormappingisnotatrandom,whichislimitedbypeople'sexperience.

3.2.2Conceptualmetonymymodel

Lakoffstatedthatmetonymicmodelsweremodelsofoneormoreoftheabovetypes,togetherwithafunctionfromoneelementofthemodeltoanother.Metonymy,likemetaphor,isalsoawayofthinking,aswellasacognitivemeansintheformationoftheconceptsystem;unlikemetaphor,whichhappensindifferentdomainshappensonlyinonedomain,wherethemappingorconnectionbetweentwothingsexists.

Conceptualmetonymyusesanentitytorefertoanotherentityinthesamefield(LakoffTurnerl989).Metonymyreferstothecognitivephenomenonthatpeopleexpressandunderstand"partandthewhole"inthesamedomain.Thatistosay,peoplecanuseaparttounderstandanotherpactorthewhole,viceversa.Metonymyisacognitiveprocesswhichreferstooneconceptentityorconceptcarrierismappedintoanotherconceptentity.Therearethreetypesofmetonymy:(1)thepartforwholemetonymywhichreferstoCMiorCMZorCM3isusedtostandforthewholerelevantICM,eg.Heisagreenhand".Hand"canbeaCMintheICMofaperson.Whatthespeakerreallytalksaboutisapersonwhohasn'ttakenthejobforalongtime.(2)thewholeforpartmetonymy,whichreferstowholerelevantICMisusedtostandfortheCMiorCMZorCM3.eg.”Thedogbitme"or"Thewindowwasbroken","thedog"and"thewindow"maybeusedmetonymicallytorefertothedog'steethandtheglassofthewindow.(3)thepartforpartmetonymy,whichreferstoaCMisusedtostandforanotherCMinthesameICM,suchasCMSusedtostandforCMZorCM3usedtostandforCM.eg.weuse"tool"tostandfor"theaction".

3.3researchmethod

ThisthesiswilltaketheChannelCoCoperfumvideoadvertisemenassubjectandwithinthetheoreticalframeworkofKressandvanLeeuwen’sVisualGrammartosolvetheresearchquestionswhichwerementionedabove.Themethodologyisqualitativeanalysis.Thisthesiswillcollectdifferentpictureswithcolors,backgroundmusictodiscusshowvisualandhearingsensehelptheaudiencehaveabetterunderstandingabouttheinformationwhatthevideoconveys.

Chapter4DataanalysisandDiscussion

Thechapter3ismainlyfocusedonthetheoreticalframeworkofthisthesisonthebasisofKressvanLeeuwen’sVisualGrammar.ThischapterwillapplythetheoreticalframeworkwhichdepictedabovetoonepracticaltypicalChannelCoCoperfumemediaadvertisingfromthreeaspects:representationalmeaning,interactivemeaningandcompositionalmeaning.Therefore,theaudiencewillhaveabetterunderstandingofhowMultimodalDiscourseAnalysisisappliedtoperfumevideoadvertisementsandhowimageandauditorymodeworktogethertoconstructthewholemeaning.

4.1visua