公益广告中的新奇隐喻研究：关联理论视角

发布时间：2018-02-23 01:02

本文关键词： 公益广告关联理论新奇隐喻　出处：《山东师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：公益广告以其简约但不简单的形式在当今社会日益发挥着不可忽视的作用。与商业广告不同，公益广告不以盈利为目的而是以温馨但寓意丰富的语言向公众宣传教育，达到逐渐改变公众的态度和规范公众行为的目的。隐喻多用于公益广告原因有三。一是，隐喻本身有劝说的功能，而这恰恰是公益广告的一个最主要的功能；另外，隐喻虽内容短小却内涵丰富，因此可以产生大量额外的诗性效果，这也符合广告节约成本的实际；再次，隐喻是一种明示刺激，所以容易引起人们的关注，公益广告也希望就某些社会问题能够引起大众的注意。国内外很多学者都对商业广告从不同的角度进行了研究。而对公益广告的研究则比较少如从语言学的角度如顺应论、违反合作原则、会话含义、人际意义、跨文化的差异以及概念合成等角度进行了少量研究，至于分别从关联理论和隐喻视角对公益广告的分析少之又少，更不用说是将这两方面结合起来去分析论述。本人立足于前人的研究，以Sperber Wilson的关联理论为框架基础同时结合概念整合理论去解读公益广告中存在的新奇隐喻。关联理论认为交际是一个明示—推理的过程，话语的理解要遵循最基本的原则关联原则。同时对于隐喻，关联理论也做出了全新的阐释：认为隐喻的理解不需任何特殊的机制，隐喻理解的过程实际上是寻求关联的认知过程，新奇隐喻是隐喻的一种，所以新奇隐喻的理解过程从本质上来说也是一个寻找关联的过程。因此，理解公益广告中的新奇隐喻就涉及明示—推理的过程。概念整合理论的引入是因为它在一定程度上弥补了关联理论的不足：它针对概念的整合或概念域间的映射运作提出了具体的方法。本文的语料全部来自网络,共100条广告，英汉各占50条，，主要采用定性法对其中的40条进行分析。以关联理论为基础框架解读公益广告中的新奇隐喻，探寻话语理解的内部机制。本文研究的意义在于可以让受众更好地去理解包含新奇隐喻的公益广告，使此公益广告的目的能真正顺利地达成；其次，有利于公益广告的设计与创新；最后，从英语教学的角度，英语教师应有把隐喻随时贯穿于英语写作与阅读中的意识，这样教学势必会取得事半功倍的效果。本研究也存在一定的局限性。首先搜集的资料数量有限，因此，对读者的说服性有待加强；其次，资料的来源基本是网络，很少对报纸、杂志等上面的广告进行分析。另外，在运用理论分析时，作者有可能出现理解上的偏差与不足。
[Abstract]:Public service advertisements play an increasingly important role in today's society in their simple but not simple form. Unlike commercial advertisements, public service advertising does not aim at profit but propagates and educates the public in warm but meaningful language. To achieve the goal of gradually changing public attitudes and regulating public behavior. Metaphor is often used in public service advertising for three reasons. First, metaphor itself has the function of persuasion, which is precisely one of the most important functions of public service advertising. Metaphor is short but rich in content, so it can produce a large number of additional poetic effects, which is also in line with the reality of cost savings in advertising. Thirdly, metaphor is an explicit stimulus, so it is easy to attract people's attention. Public service advertising also hopes to attract public attention on certain social issues. Many scholars at home and abroad have studied commercial advertising from different angles. But the study of public service advertising is less than from a linguistic point of view such as adaptation theory. In violation of the principles of cooperation, conversational implicature, interpersonal meaning, cross-cultural differences and conceptual composition, there are few studies on the analysis of public service advertising from the perspective of relevance theory and metaphor, respectively. Not to mention the combination of these two aspects to analyze and expound. Based on Sperber Wilson's relevance Theory and Conceptual Integration Theory, this paper attempts to interpret the novel metaphors in public service advertising. Relevance Theory holds that communication is an ostensive-inferential process. The comprehension of utterance should follow the most basic principle of relevance. At the same time, relevance theory has also made a new interpretation of metaphor: it does not need any special mechanism to understand metaphor. The process of metaphorical understanding is actually a cognitive process of seeking relevance, and novelty metaphor is a kind of metaphor, so the process of understanding novel metaphor is essentially a process of searching for relevance. Understanding novel metaphors in public service advertising involves ostensive-inferential processes. Conceptual integration theory is introduced because to some extent it makes up for the deficiency of relevance theory: it aims at conceptual integration or mapping between conceptual domains. The operation puts forward the concrete method. The corpus of this paper comes from the internet, 100 advertisements, 50 English and Chinese advertisements, 40 of which are analyzed by qualitative method. The novel metaphors in public service advertisements are interpreted on the basis of relevance theory. Explore the internal mechanism of discourse understanding. The significance of this study is to enable the audience to better understand the novel metaphors of public service advertising, so that the purpose of the public service advertising can be really successful. Secondly, Finally, from the perspective of English teaching, English teachers should keep metaphor in their mind of writing and reading. This teaching is bound to achieve twice the result with half the effort. This study also has some limitations. First, the amount of information collected is limited, so the persuasiveness of the readers needs to be strengthened. Secondly, the source of the information is basically the Internet, and rarely for newspapers. In addition, in the use of theoretical analysis, the author may have misunderstandings and deficiencies.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

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