关于英语商业广告中的概念隐喻的研究

发布时间：2018-01-13 13:29

本文关键词：关于英语商业广告中的概念隐喻的研究　出处：《曲阜师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：George Lakoff和Mark Johnson1980年发表的《我们赖以生存的隐喻》标志着认知隐喻研究的诞生，他们认为，隐喻不仅是一种语言现象和言语表达的修饰手段，而是人们认识客观世界的一种认知手段，是新的语言产生的根源，认知思维过程大多是隐喻性的看法，，起源于人类的经验和生活常识。在认知语言学里隐喻是一种跨域的投射，是人们通过熟悉的具体的概念对陌生的抽象的概念进行推理分析的结果。作为人类基本的认知工具隐喻对语言的发展和人类认识世界都起了巨大的作用。George Lakoff和Mark Johnson在他们的书中提出了概念隐喻理论，并把概念隐喻分为三类：结构隐喻，方位隐喻和实体隐喻。商业广告作为有明确交际概念和信息目的的交流方式吸引了大量语言学家不同角度的研究。隐喻性表达是广告商们为了把信息有效传递给目标消费者而广泛采取的一种策略。大多语言学家对广告的研究集中在对广告语言的研究，但是隐喻作为一种认知工具贯穿人类认知活动中。广告不仅包括纯文字的广告而且还有带有图片的广告，图片的设计与应用是人们认知活动的重要体现，但是并没有引起足够的重视和研究。因此本文广告例子不仅包括纯文字性的英语商业广告而且包括了图片发挥主要作用的英语商业广告，从而使作者对这三类概念隐喻在广告中的作用的解读更加有效和有说服力。另外为了最大减小其它变量因素的影响，本文的广告材料仅限于英语商业广告，以防止文化和思维差异等一些变量因素的影响。本论文采取了定量和定性相结合并以定性为主的研究方法，浏览了大量的广告并筛选了典型的广告，通过在典型案例中分析了三种概念隐喻即结构隐喻，方位隐喻和实体隐喻的体现及认知功能来说明概念隐喻作是人类重要的认知工具，在广告中有着巨大的作用和意义，旨在提高人们对英语广告中概念英语的认识和理解。本文从隐喻作为一种认知工具的角度通过具体实例的分析得出如下结论：（1）在英语商业广告中概念隐喻发挥着巨大的说服功能，广告商们通过在广告中运用概念隐喻的认知功能影响人们的购买意向。（2）通过分析三种概念隐喻，结构隐喻，方位隐喻和实体隐喻在商业广告中的认知功能及意义，在一定程度上证明隐喻不止是一种修辞手段而是一种参与人认知活动的认知工具。
[Abstract]:George Lakoff and Mark Johnson1980's "metaphors we live by" published in the year marked the birth of cognitive metaphor studies, they believe. Metaphor is not only a kind of language phenomenon and a modification of speech expression, but also a cognitive means to understand the objective world, which is the root of the new language. The cognitive thinking process is mostly metaphorical view. It originates from human experience and common sense of life. In cognitive linguistics metaphor is a kind of cross-domain projection. It is the result of people inferring and analyzing unfamiliar abstract concepts through familiar concrete concepts. As a basic cognitive tool for human beings, metaphor plays a great role in the development of language and human understanding of the world. Geo. Rge. Lakoff and Mark Johnson put forward conceptual metaphor theory in their books. Conceptual metaphors are divided into three categories: structural metaphor, orientation metaphor and substantive metaphor. Commercial advertising, as a means of communicating with clear communication concepts and information purposes, has attracted a large number of linguists from different perspectives. Metaphorical expression is widely adopted by advertisers in order to effectively transmit information to target consumers. Most linguists focus on the study of advertising language. But metaphor as a cognitive tool runs through human cognitive activities. Advertising includes not only pure text advertising but also advertising with pictures. The design and application of pictures is an important embodiment of people's cognitive activities. However, it has not attracted enough attention and research. Therefore, the advertising examples in this paper include not only pure English commercial advertisements, but also English commercial advertisements in which pictures play a major role. In order to minimize the influence of other variables, the advertising materials in this paper are limited to English commercial advertisements, so as to make the author more effective and persuasive in interpreting the role of these three types of conceptual metaphors in advertising. In order to prevent cultural and thinking differences and other variable factors. This thesis adopts the research method of combining quantitative and qualitative analysis, browse a large number of advertisements and sift through typical advertisements, and analyzes three conceptual metaphors, namely structural metaphors, in typical cases. The embodiment and cognitive function of orientation metaphor and substantive metaphor illustrate that conceptual metaphor is an important cognitive tool for human beings and plays an important role and significance in advertising. The purpose of this paper is to improve people's understanding of conceptual English in English advertisements. From the perspective of metaphor as a cognitive tool, this paper draws the following conclusion: 1) Conceptual metaphor plays a great role in persuasion in English commercial advertisements. Advertisers influence people's purchase intention by using the cognitive function of conceptual metaphor in advertising.) by analyzing three kinds of conceptual metaphors, structural metaphors. The cognitive function and meaning of orientation metaphor and substantive metaphor in commercial advertising to some extent prove that metaphor is not only a rhetorical device but also a cognitive tool to participate in cognitive activities.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315

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