广告隐喻意义构建的认知研究

发布时间：2018-06-30 17:49

本文选题：广告隐喻 + 概念合成　；参考：《四川外语学院》2010年硕士论文

【摘要】： 隐喻是生活中普遍存在的现象。广告作为现代生活的一部分不可避免的使用着大量的隐喻,且具有一定独特性。因此,对广告隐喻的深入研究,不仅有助于加深我们对广告艺术表达方式的认识和理解,了解广告隐喻独有的特点,也有助于我们更好的认知当代世界,提高对经验、思维和表达形式的领悟。当前,不同学者从不同侧面对广告隐喻进行了不同程度的研究。这些研究主要集中于广告隐喻的象征性、社会适应性、社会交际功能及其对消费者行为的影响等。这些研究表明对广告隐喻的研究具有重要意义,也为本文的研究奠定了基础。然而,对广告隐喻,尤其对广告隐喻的独特性的认知研究还不深入。本文正是遵循认知路径,对广告隐喻进行深入探讨的一次尝试。概念整合理论为我们解读隐喻意义背后的认知机制提供了坚实的理论基础。王红孝(2004)修补了Fauconnier的概念整合理论模式,使其对广告隐喻意义构建的解释更具有说服力。本文以王红孝(2004)修补后的概念整合理论为基础,以广告隐喻为研究对象,运用概念合成理论从认知层面将广告隐喻分成四类,探讨和分析每一类隐喻意义构建的幕后操作过程,详细地阐述广告隐喻意义的构建。基于认知主体的认知能动性、认知主体对广告隐喻概念相似性的获取以及对缺省概念的推理程度都会对广告隐喻意义的构建产生影响这一认识,我们研究发现:在对隐喻性广告的意义构建进行推理的过程中,有些广告隐喻我们不能用单一的一种整合模式来分析,而是要结合两种甚至多种整合模式来综合判断;两个输入空间在部分映射的过程中,认知主体不一定总是用具体概念去理解抽象概念,有时会相反。同时,在分析广告隐喻意义构建的过程中我们还得出了隐喻在广告语境中的一些独特性。本文分为五部分。第一章是引言部分,简要阐述了本文的研究意义、研究目的、研究方法及其结构布局等基本问题。第二章为文献综述部分。该章回顾了前人对隐喻及广告隐喻的研究成果,并提出了其研究存在的不足。第三章为本文提供理论框架。该章阐述了概念合成理论对隐喻意义建构推理机制的解释力以及对其存在的不足所作的修补。第四章把修补后的概念合成理论,主要是概念合成网络(conceptual blending networks)应用于广告隐喻的实例分析当中。第五章是结束语。对本文做出总结并阐述本文的主要发现,同时指出其不足和对今后研究的一些启示。
[Abstract]:Metaphor is a common phenomenon in life. Advertising, as a part of modern life, inevitably uses a large number of metaphors, and has a certain uniqueness. Therefore, the in-depth study of advertising metaphor not only helps us to deepen our understanding and understanding of the artistic expression of advertising, but also helps us understand the unique characteristics of advertising metaphor, and helps us to better understand the contemporary world and enhance our experience. The comprehension of thought and expression. At present, different scholars have carried out different degrees of research on advertising metaphor from different aspects. These studies mainly focus on the symbolism of advertising metaphor, social adaptability, social communicative function and its influence on consumer behavior. These studies show that the study of metaphor in advertising is of great significance and lays a foundation for the study of this thesis. However, the cognitive research on advertising metaphor, especially on the uniqueness of advertising metaphor, is not deep. This paper is an attempt to probe into advertising metaphor by following the cognitive path. The theory of conceptual integration provides a solid theoretical basis for us to interpret the cognitive mechanism behind metaphorical meaning. Wang Hongxiao (2004) revises Fauconnier's theoretical model of conceptual integration and makes his explanation of metaphor construction more persuasive. Based on Wang Hongxiao (2004)'s theory of conceptual integration, and taking advertising metaphor as the object of study, this paper classifies advertising metaphors into four categories from the cognitive perspective, and discusses and analyzes the behind-the-scenes operation of the construction of the metaphorical meanings of each category. The construction of the metaphorical meaning of advertising is expounded in detail. Based on the cognitive initiative of the cognitive subject, the cognitive subject's acquisition of the conceptual similarity of advertising metaphor and the degree of reasoning to the default concept will have an impact on the construction of the meaning of advertising metaphor. We find that in the process of reasoning about the meaning construction of metaphorical advertising, we can't analyze some advertising metaphors with a single integration mode, but we should combine two or more integrated models to judge comprehensively; In the process of partial mapping of two input spaces, cognitive agents do not always use concrete concepts to understand abstract concepts, sometimes the opposite is true. At the same time, in the process of analyzing the meaning of advertising metaphor, we also find out some unique features of metaphor in advertising context. This paper is divided into five parts. The first chapter is the introduction part, briefly expounds the research significance, research purpose, research methods and structural layout of this paper. The second chapter is the literature review part. This chapter reviews the previous researches on metaphor and advertising metaphors, and points out their shortcomings. The third chapter provides the theoretical framework for this paper. This chapter expounds the explanatory power of conceptual synthesis theory on the reasoning mechanism of metaphorical meaning construction and the repair of its shortcomings. In the fourth chapter, the theory of conceptual composition after mending is applied to the case study of advertising metaphor using Conceptual composition Network (conceptual blending networks). This paper summarizes the main findings of this paper, and points out its shortcomings and some implications for future research.
【学位授予单位】：四川外语学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H05

【参考文献】