概念整合理论视角下的广告中的双关

发布时间：2018-05-16 04:41

本文选题：概念整合理论 + 广告双关　；参考：《山西师范大学》2013年硕士论文

【摘要】：双关，作为一种修辞手段，在广告中被普遍采用。目前，一些学者已经从几个不同的方面对广告双关展开了研究，例如语言学，翻译方面等等而且大多数学者局限于研究双关的定义，分类，，作用以及特征，很少有学者从认知角度研究广告双关。本研究试图通过认知语言学的概念整合理论对广告中的双关语进行分析。概念整合理论源于心理空间理论，这一理论首先是由Fauconnier在1985年提出来的。本文试图回答以下三个问题：（1）怎么样通过概念整合理论解释广告中的双关？（2）生成广告双关的认知机制是什么？（3）解释广告双关的认知条件是什么？概念整合理论包括四个心理空间，其阐释过程可被看作是四个心理空间的映射，即输入空间1、输入空间2、共有空间以及整合空间。本文中的三十二条广告主要来源于广告英语三千句（崔刚，1993），广告图形创意（肖洁，2008）摄影与设计（彭年生范汉成，2002）。此外，本文所选广告主要是印刷型广告，包括图片广告和文字广告。这些广告涉及人们日常生活的各个方面。一些所选中中英广告来源于杂志，论文以及报纸中。本文作者将选二十一条文字型广告以及十一条图片型广告进行研究。基于概念整合理论对广告双关的分析与讨论，可以获得以下结论： 1、广告双关的阐释过程可被看作是四个心理空间的映射，即输入空间1、输入空间2、共有空间以及整合空间。广告双关的双重意义可以被看作是输入空间1和输入空间2。然后通过共有空间，广告双关的输入空间1和输入空间2部分的投射到整合空间从而生成层创结构，即广告的意义。 2、关于产生广告双关的认知机制包括双语境(双语言语境和双非语言语境)，双语境冲突（双语言语境和双非语言语境的冲突）和双语境的相似性（双语言语境和双非语言语境的相似性）。更重要的是，为了更好地理解广告双关，人们需要有理解广告双关的认知条件——相同的认知模式和相同的文化模式。本文的研究不仅可以帮助广告商与观众进行有效、直接地交流，而且可以使得读者和听众能更清晰地理解广告制造商在广告中所表达的意思。
[Abstract]:Puns, as a rhetorical device, are widely used in advertising. At present, some scholars have carried out research on advertising puns in several different aspects, such as linguistics, translation and so on, and most scholars have confined themselves to studying the definition, classification, function and characteristics of puns. Few scholars study advertising puns from a cognitive perspective. The present study attempts to analyze pun in advertising through the conceptual integration theory of cognitive linguistics. The theory of conceptual integration originates from the theory of mental space, which was first put forward by Fauconnier in 1985. This paper attempts to answer the following three questions: 1) how to explain the pun in advertising by the theory of conceptual integration? what is the cognitive mechanism for generating pun?) what is the cognitive condition of the pun? The theory of conceptual integration includes four mental spaces, and its interpretation process can be regarded as the mapping of four mental spaces, I. E. input space 1, input space 2, common space and integration space. The 32 advertisements in this paper are mainly derived from three thousand lines of advertising English (Cui Gangwei 1993, advertisement graphic creativity (Xiao Jiefeng 2008) photography and design (Peng Nian Sheng Fan Hancheng / 2002 / 2). In addition, the selected advertisements are mainly printed advertisements, including picture ads and text ads. These advertisements cover all aspects of people's daily lives. Some of the selected English advertisements come from magazines, papers and newspapers. The author of this paper will choose 21 text type advertisement and 11 picture type advertisement to carry on the research. Based on the analysis and discussion of advertising puns based on conceptual integration theory, the following conclusions can be obtained: 1. The process of explaining advertisement pun can be regarded as the mapping of four mental spaces, I. E. input space 1, input space 2, common space and integration space. The double meaning of advertisement pun can be regarded as input space 1 and input space 2. Then, through the projection of the common space, the input space 1 and the input space 2 of the advertisement pun into the integration space, the structure of the layer is generated, that is, the meaning of the advertisement. 2. The cognitive mechanism of producing advertising puns includes bilingual context (bilingual context and bi-non-linguistic context), bicontextual conflict (bilingual context and bi-non-linguistic context conflict) and bi-context similarity (bilingual context and bilingual context). The similarity of two non-linguistic contexts. More importantly, in order to better understand advertising puns, people need to understand the cognitive conditions of advertising puns-the same cognitive model and the same cultural model. The research in this paper can not only help advertisers communicate effectively and directly with the audience, but also help readers and listeners to understand the meaning of advertising manufacturers more clearly.
【学位授予单位】：山西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

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