广告语中仿拟现象的认知机制研究
发布时间:2018-02-04 05:33
本文关键词: 仿拟 概念整合 关联 认知解读 出处:《中南大学》2012年硕士论文 论文类型:学位论文
【摘要】:随着人类社会步入信息时代,广告作为一种推销商品的最好方式,已经遍布了人们生活的每一个角落。为了快速吸引顾客的眼球,广告设计者们费尽心思遣词造句来设计广告。仿拟作为一种“旧瓶装新酒”的语言手段,如今被越来越广泛地应用于杂志、报纸、广告、电视等多种传播媒体。之前大多对仿拟现象的研究只停留在修辞和美学层面上,而本文将从认知语言学的视角,以语言学中的两大基本理论——概念整合理论和关联理论为基础来全方位解读仿拟语在广告中的运用。 由Fauconnier和Turner提出的概念整合理论是对心理空间理论的进一步发展和完善,是认知语言学的重要组成部分。概念整合旨在将两个输入心理空间通过跨空间的部分映射匹配起来,将两个输入空间有选择地投射到一个合成空间,并通过组合、完善和扩展的过程生成输入空间所没有的层创结构。Sperber和Wilson提出的关联理论把语言交际看作是一种明示——推理的认知过程,其基本原则就是在任何给定语境中,人们的言语总是关联的。所以,正确理解发话者的话语,就必须通过语境来寻找信息的关联,然后再根据话语和语境的关联进行推理。 本文基于概念整合理论的四空间模型,加上一个关联空间,提出了一个新的整合模型,并认为该模型适用于仿拟研究。该模型包含了五个空间:四个概念整合网络中的空间和一个根据关联理论补充的关联空间。在这个模型中,概念整合理论和关联理论互相补充。 本论文采用此理论合成模型,对中英文广告中的具体实例进行了图文分析。广告设计者首先通过应用仿拟将交际意图以言语刺激明示给顾客,然后顾客通过推理完成交际活动。在推理过程中,顾客首先根据相似的发音、结构和语义,从自己的记忆中寻找出仿拟的本体,然后对本体及本体的语境做出一系列假设,构成输入空间1。同样,对仿体及仿体的语境做出一系列假设,构成输入空间2。所有的信息都与最终的交际意图有着最佳关联。接着,在概念整合的过程中,输入空间中的结构或元素被选择性地投射到合成空间,通过一系列的组合、完善和扩展生成一个全新的层创结构。层创结构包含着广告设计者想要传递给顾客的信息,因此仿拟被成功解读。另外,本文还分析了一些不成功的广告案例,为广告设计者做出好的广告提出了建议。 本论文采用概念整合理论和关联理论的合成模型,试图揭示仿拟的语义建构和解读过程,并证明概念整合理论和关联理论对仿拟具有强大的阐释力量,同时帮助广告设计者更好掌握广告语中仿拟的应用技巧。
[Abstract]:With the human society stepping into the information age, advertising, as the best way to promote goods, has spread all over every corner of people's lives, in order to attract the attention of customers quickly. Advertising designers have struggled with words and phrases to design advertisements. Imitation, as a language of "old bottles and new wines," is increasingly being used in magazines, newspapers and advertisements. Television and other media. Most of the previous studies of imitation phenomenon only stay on the rhetorical and aesthetic level, and this paper will be from the perspective of cognitive linguistics. On the basis of two basic theories in linguistics, conceptual integration theory and relevance theory, this paper interprets the application of parody in advertising. The theory of conceptual integration put forward by Fauconnier and Turner is a further development and perfection of the theory of mental space. Conceptual integration is an important part of cognitive linguistics. The purpose of conceptual integration is to match two input mental spaces through cross-space partial mapping and to project two input spaces into a composite space selectively. And through the combination. The relevance theory proposed by Sperber and Wilson, which is a hierarchical structure that is not in the input space of the perfect and extended process, regards language communication as an ostensive-inferential cognitive process. The basic principle is that in any given context, people's speech is always relevant. Therefore, to correctly understand the utterance of the speaker, we must find the relevance of information through context. Then we infer according to the relevance of discourse and context. In this paper, a new integration model is proposed based on the four-space model of conceptual integration theory and an associated space. The model consists of five spaces: space in four concept integration networks and an association space supplemented by relevance theory. In this model. Conceptual integration theory and relevance theory complement each other. This thesis uses this theoretical synthesis model to analyze the concrete examples of Chinese and English advertisements. The advertising designers first express the communicative intention to the customers with verbal stimulation through the use of parody. In the process of reasoning, the customer first finds the imitation ontology from his memory according to the similar pronunciation, structure and semantics. Then we make a series of assumptions about ontology and the context of ontology, which constitute the input space. 1. Similarly, we make a series of hypotheses on the context of imitation and imitation. All information is best related to the final communicative intention. Then, in the process of conceptual integration, the structure or elements in the input space are selectively projected to the synthesis space. Through a series of combinations, perfect and expand to create a new layer of structure. The layer of creative structure contains the information that the advertising designer wants to convey to the customer, so the imitation is successfully interpreted. This paper also analyzes some unsuccessful advertising cases and provides suggestions for advertising designers to make good advertisements. This thesis uses the combination model of Conceptual Integration Theory and relevance Theory to try to reveal the semantic construction and interpretation process of parody and prove that Conceptual Integration Theory and relevance Theory have powerful power to explain parody. At the same time, it helps the advertisement designer to master the application skills of parody in advertising language.
【学位授予单位】:中南大学
【学位级别】:硕士
【学位授予年份】:2012
【分类号】:H15;H315
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