基于概念整合理论的商业广告语解读

发布时间：2018-05-10 13:36

本文选题：概念整合理论 + 商业广告语　；参考：《西南大学》2011年硕士论文

【摘要】：广告活动是一个复杂的过程,涉及到产品信息的传播、广告的解读及说服消费者等诸多环节。一则好的广告能及时有效地激活消费者对产品的心理想象,并通过间接说服的方式成功刺激消费者的购物欲。因此,广告者如何清楚、艺术地表达诉求以及消费者如何对广告顺利地理解是至关重要的。本论文以Gilles Fauconnier和Mark Turner的概念整合理论(也称作概念合成理论)为依据,旨在探究商业广告语解读过程中的内部认知机制。概念整合理论(CIT,简称整合理论)是基于Fauconnier的一心理空间理论发展而来,它强有力的解释力或许可以为我们从在线意义建构的一角阐释整座认知冰山。文章共有五个章节：第一章导言是全文的铺垫,介绍研究的选题、研究对象,研究方法及全文总体框架结构。第二章文献综述是讨论的起点,分别从四个方面回顾了商业广告语研究的相关情况从而揭示了之前研究的不足。第三章对概念整合理论及其最初理论基础心理空间作了详细说明,整合的操作原则、过程、网络结构及优化原则都在本章有清楚的说明。第四章主要是从概念整合理论角度将选取的语料分别与四种网络结构相关联并进行解读。第五章作为全文的结语,对本研究做了总结并指出了研究中的不足并为后续研究提供了建议。
[Abstract]:Advertising is a complex process, involving the spread of product information, the interpretation of advertising and persuasion of consumers and so on. A good advertisement can activate the consumer's psychological imagination and stimulate the consumer's shopping desire by indirect persuasion. Therefore, it is important for advertisers to express their demands artistically and to understand advertising smoothly. Based on the conceptual integration theory of Gilles Fauconnier and Mark Turner (also known as concept composition theory), this thesis aims to explore the internal cognitive mechanism in the process of interpreting commercial advertising language. The Conceptual Integration Theory (CIT) is based on a mental space theory of Fauconnier. Its powerful explanatory power may explain the whole cognitive iceberg from the corner of the online meaning construction. There are five chapters in this paper: the first chapter is the introduction, which introduces the topic of the study, the research object, the research method and the structure of the whole text. The second chapter is the starting point of the discussion, respectively from four aspects to review the relevant situation of commercial advertising language research, so as to reveal the shortcomings of previous research. In the third chapter, the theory of conceptual integration and its initial theoretical basis psychological space are explained in detail. The operational principles, processes, network structure and optimization principles of integration are clearly explained in this chapter. In chapter 4, the selected corpus is related to the four kinds of network structure from the perspective of conceptual integration theory. Chapter five, as the conclusion of the thesis, summarizes the research and points out the shortcomings of the study and provides some suggestions for further study.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052

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