符号学视角下中英汽车平面广告中视觉修辞的对比研究英语语言文学专业论文.docxVIP

M．A．THESISA M．A．THESIS A Comparative Study of the Visual Rhetoric in English and Chinese Automobile Print Advertisements from the Semiotic Perspective Major： English Language and Literature Specialty： English Linguistics Supervisor： Associate Professor Wang Qinling Author： Zhang Juan Abstract As a means of persuasion，rhetoric has been the nucleus of research in advertisements witll the verbal contents as the subject．The visual signs are constantly been ignored． Nowadays，it is not difficult to find that there is a tendency of visual bombardment in automobile print advertisements and certain problems have gradually been exposed．Thus this thesis attempts to compare the visual rhetoric in English and Chinese automobile print advertisements SO that English and Chinese automobile print advertisers can leam the lessons from the advantages and disadvantages of the award-winning works at home and abroad． It is impossible to explore visual rhetoric in automobile advertisements without discussing the visual signs which are the basic constituents in advertisements．Through comparing the visual signs，visual argument and visual tropes in English and Chinese award-winning advertisements，it Can be found that the selection of signs varies according to the focal information advertisers intend to convey and the organization of visual signs focuses on the three types of visual arguments：image of the brand，social status and performance of the Car．This is the similarity between English and Chinese automobile print advertisements． 西南大学硕士学位论文However,the 西南大学硕士学位论文 However,the visual signs in each English automobile print advertisement are unitary and the visual argument prominent．On the contrary,the number of visual signs in most Chinese automobile print advertisements is overwhelming，making people feel confused and have difficulty in telling the primary from the secondary．Both English and Chinese automobile print advertisements employ visual tropes，but the proportion in English advertiseme