英语商业广告中隐喻的认知分析

发布时间：2018-04-29 22:30

本文选题：商业广告 + 概念隐喻　；参考：《中国海洋大学》2012年硕士论文

【摘要】：随着经济的发展，广告在沟通商品信息、引导消费者、促进商品销售中的作用越来越大。现代广告设计不但诉诸于图像、声音、文字等媒介，更加注重隐喻尤其新奇隐喻的应用。本文旨在从认知语言学理论视角，对广告中的隐喻进行认知和功能分析，希望为广告的设计提供借鉴，进而达到预期的宣传目的。隐喻的研究可以追溯到亚里士多德年代，不仅研究历史久，还涉及到心理学、哲学、语言学、符号学、认知科学和人类学等多学科多角度。而相对于隐喻在其他领域内悠久的研究背景，广告学界对隐喻的关注和研究只是近二十年的事情（董芳，2008:23）。本文采用了定性分析的方法，广告案例来自英文杂志和网络资料。第一章是当前研究的重要性，广告相关概念，研究方法及论文框架；第二章是概念隐喻及其在广告中研究的文献综述；第三章是理论框架，根据广告中源域和目标域的模态数将文中要研究的隐喻分为单模态隐喻和多模态隐喻。鉴于Lakoff的概念隐喻理论主要讨论源域到目标域的一对一映射，归类于单模态隐喻，并用Lakoff概念隐喻的三分类：结构隐喻、方位隐喻和实体隐喻来分析广告中图画隐喻如何起到劝说和传递信息的功能，后者主要通过视觉模态和听觉模态来实现，鉴于可操作性考虑，，本文主要分析静态平面视觉隐喻，即图文隐喻。图文隐喻的认知解读作者采用了Fauconnier的概念整合理论，他在概念隐喻两个域——源域和目标域的基础上提出了四空间——两个输入域，一个类属域和一个整合空间，并首次提出了曾创结构的概念。在整合中强调多模态隐喻如何构建意义达到广告制作者的目的。第四章是案例分析，运用上一章的理论分析了广告中的单模态隐喻和多模态隐喻；第五章给出结论，总结了论文研究发现并指出不足之处，对今后研究提出建议。
[Abstract]:With the development of economy, advertising plays an increasingly important role in communicating commodity information, guiding consumers and promoting commodity sales. Modern advertising design not only appeals to image, sound, writing and other media, but also pays more attention to the application of metaphor, especially novel metaphor. The purpose of this paper is to analyze the cognitive and functional aspects of metaphor in advertising from the perspective of cognitive linguistics in order to provide reference for the design of advertisements and to achieve the desired purpose of propaganda. The study of metaphor can be traced back to the time of Aristotle. It not only has a long history, but also involves psychology, philosophy, linguistics, semiotics, cognitive science and anthropology. Compared with the long research background of metaphor in other fields, the attention and research on metaphor in the advertising field is only two decades old (Dong Fangwei, 2008: 23). This paper uses qualitative analysis method, advertising cases from English magazines and online materials. The first chapter is the importance of the current research, advertising related concepts, research methods and the framework of the paper; the second chapter is the conceptual metaphor and its research in advertising literature review; the third chapter is the theoretical framework, According to the modal number of source domain and target domain in advertising, the metaphors to be studied in this paper are divided into single-modal metaphor and multi-modal metaphor. Since Lakoff's conceptual metaphor theory mainly discusses the one-to-one mapping from source domain to target domain, it is classified into monomorphic metaphors and is classified into three categories of Lakoff conceptual metaphors: structural metaphors. Orientation metaphor and substantive metaphor are used to analyze how pictorial metaphor plays a role in persuading and transmitting information. The latter is mainly realized by visual mode and auditory mode. In view of maneuverability, this paper mainly analyzes static plane visual metaphor. That is, picture-text metaphor. The cognitive interpretation of metaphorical metaphors is based on Fauconnier's theory of conceptual integration. On the basis of two domains of conceptual metaphor-source domain and target domain, he proposes four spaces-two input fields, a generic domain and an integration space. And put forward the concept of Zengzhou-structure for the first time. In the process of integration, it emphasizes how multi-modal metaphor constructs meaning to achieve the purpose of advertising producer. The fourth chapter is a case study, using the theory of the previous chapter to analyze the single-modal metaphor and multi-modal metaphor in advertising. Chapter five gives a conclusion, summarizes the findings of the paper and points out the shortcomings, and puts forward some suggestions for future research.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315

【参考文献】