公益广告图文评价意义的认知研究外国语言学与应用语言学专业论文.docx

DECLARATION I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person or material which has to a substantial extent been accepted for the award of any other degree or diploma at any university or other institute of higher learning, except where due acknowledgement has been made in the text. Signature: Name: Date: 南京 南京航空航天大学硕士学位论文 A A Cognitive Study of Appraisal Meanings in Verbal-visual Public Service Advertisement i i PAGE PAGE iv ACKNOWLEDGEMENTS I would like to express my gratitude to those who have contributed to the completion of my thesis directly or indirectly. First and foremost, I would like to express my external gratefulness to Professor Zhang Lixin, who is my supervisor and intellectual mentor. His patient guidance and encouragement have been and will be the most valuable treasure in my study. His instruction illuminates my road ahead. In addition, I am also grateful to Professor Tang Chengxian, Professor Cai Zhongyuan, Professor Wu Jing, and Professor Guo Chunjie, from whose lectures I have really benefited a lot about the theories of linguistics, thesis writing and relevant subjects. Ultimately, my special thanks are given to my classmates and roommates. Without their instructive opinions and emotional supports, the accomplishment of this thesis would be extremely burdensome. Wang, Z. J. ABSTRACT A Cognitive Study of Appraisal Meanings in Verbal-visual Public Service Advertisement The booming of business contributes gradually to people‘s living standard, while there also arise a series of social problems such as the natural ecological imbalance, the corruption in morality and ethics. Hence, public service advertisement (PSA) is needed to call for people‘s attention to these problems. In that case, the study of PSA is of tremendous social significance. With appraisal theory and multimodal metaphor as the theoretical