ABSTRACT

This paper presents an analytical study of the language features of three Chanel TV perfume advertisements at multimodal metaphors. It is hoped that through the detailed survey of three types of the factors of the advertisements’ effectiveness: Good Visual Representation, Good Interaction, Good Composition, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.

The focus of the paper is laid on the third part which respectively analyzes multimodal metaphors from three Chanel TV perfume advertisements. We find almost all metaphors are presented in the form of visual, linguistic, and auditory modalities for achieving the purpose of reflecting the theme and the source domain and the target domain do not always appear at the same time in these three Chanel TV perfume advertisements.

At last, it is hoped that the study can shed light on the language features of TV advertisements and also provide help to TV advertising copy writers and advertising English learners.

Key words: TV perfume advertisements  Multimodal metaphors  Effectiveness

TABLE OF CONTENTS

ACKNOWLEDGEMENT

ABSTRACT

中文摘要

CHAPTER ONE INTRODUCTION-1

CHAPTER TWO LITERATURE REVIEW-3

2.1 STUDIES ON ADVERTISEMENTS-3

2.2 STUDIES ON MULTIMODAL METAPHORS-5

CHAPTER THREE EFFECTIVENESS OF MULTIMODAL METAPHORS ON TV PERFUME ADVERTISEMENTS——A CASE ANALYSIS OF CHANEL ADVERTISEMENTS-7

3.1 THE DESCRIPTION OF THREE CHANEL TV ADVERTISEMENTS-7

3.2 SIMILARITIES AND DIFFERENCES AMONG MULTIMODAL METAPHORS IN THREE CHANEL TV ADVERTISEMENTS-13

3.2.1 Similarities among Multimodal Metaphors in Three Chanel TV Advertisements-13

3.2.2 Differences among Multimodal Metaphors in Three Chanel TV Advertisements-14

3.3 Effectiveness of Multimodal Metaphors in Three Chanel TV Advertisements-14

3.3.1 Effectiveness of Multimodal Metaphors on Good Visual Representation in Three Chanel TV Advertisements-15

3.3.2 Effectiveness of Multimodal Metaphors on Good Interaction in Three Chanel TV Advertisements-16

3.3.3 Effectiveness of Multimodal Metaphors on Good Composition in Three Chanel TV Advertisements-17

CHAPTER FOUR CONCLUSION-19

BIBLIOGRAPHY-20