隐喻在英语汽车广告中的应用
发布时间：2018-07-16 21:56
【摘要】： 纵观前人对广告的研究发现:他们的研究主要集中于分析广告的外在形式而很少系统地解释广告受众的思维过程。近年来,从认知的角度研究广告具有重要意义,它有利于探讨广告商是如何利用受众认知思维的转换,最终实现广告推销的目的。 隐喻广泛应用在广告商和受众的交际中使得二者间的交际能够成功地进行。分析广告中的隐喻将会展现隐喻在广告语篇中的功能。传统的观念认为隐喻是一种语言现象。然而,认知语言学家认为隐喻是一种认知机制,从概念层面反映了人类的一种思维模式。它们广泛地存在于我们的日常生活中。 在本文中,汽车因其熟悉性和广泛的象征意义被选为研究对象。本研究采用定性的方法,语料源于网络数据库和近五年的英语杂志。本文基于当代隐喻理论和所收集的数据,试图从认知的角度系统地研究隐喻在英语汽车广告中的存在性、特点及功能。 本文首先介绍了研究课题的来源、目的、意义、研究方法、研究的范围及理论基础以及文章的结构。然后回顾了传统以及当代对隐喻的研究现状,这为下文的讨论奠定了坚实的理论基础。第三、四章是本文的核心部分。第三章论述了概念隐喻在英语汽车广告中的存在性,用概念隐喻理论分析其特点,并进一步用概念合成理论分析受众在解读汽车广告时的隐喻思维。结果发现:(1)概念隐喻在英语汽车广告中普遍盛行。始源域的选择主要集中在人、动物、建筑、有生命的物体(不具体指明其种类)、艺术、自然物体、空间和容器上。与规约性隐喻相比,在广告语境中,新奇隐喻有更大的优势,他们可以解释汽车的具体特点及功能从而吸引受众的注意力。(2)与概念隐喻理论相比,概念合成理论在分析汽车广告受众的思维过程方面扮演着更重要的角色。认知的努力加深了我们对广告产品的印象。第四章从认知、语用和语篇三个角度探讨了隐喻在英语汽车广告中的功能。从认知的角度来看,隐喻在影响我们的理解和判断上具有很大的潜力。我们的身体体验为创造和解释隐喻提供了基础。从语用的角度来看,隐喻有利于成功地实现交际意图。运用一系列的隐喻有利于激起受众的美好联想。从语篇的角度来看,隐喻是一个重要的隐性机制,帮助实现广告语篇的衔接与连贯。它是一条无形的链建构和组织着整个语篇。最后一章陈述了本文的研究结果,指出本研究的缺陷并为进一步研究提供参考。 本研究试图为受众和英语学习者正确解读英语广告提供帮助,也希望能为从语篇这一新的角度来研究隐喻提供一些启示。
[Abstract]:Looking at the previous studies on advertising, it is found that their studies mainly focus on the analysis of the external forms of advertising and seldom explain the thinking process of the advertising audience systematically. In recent years, it is of great significance to study advertising from the perspective of cognition, which is helpful to probe into how advertisers make use of the conversion of cognitive thinking of the audience to achieve the purpose of advertising promotion. Metaphor is widely used in the communication between advertisers and audiences. Analysis of metaphor in advertising will reveal the function of metaphor in advertising discourse. The traditional view is that metaphor is a linguistic phenomenon. However, cognitive linguists believe that metaphor is a cognitive mechanism, which reflects a human thinking pattern from the conceptual level. They are widespread in our daily lives. In this paper, automobile is chosen as the object of study because of its familiarity and broad symbolism. This study uses qualitative methods. The data are derived from online databases and nearly five years of English magazines. Based on the contemporary metaphor theory and the collected data, this paper attempts to systematically study the existence, characteristics and functions of metaphor in English automobile advertising from a cognitive perspective. This paper first introduces the source, purpose, significance, research methods, the scope and theoretical basis of the research and the structure of the paper. Then it reviews the current situation of metaphor research, which lays a solid theoretical foundation for the following discussion. The third, fourth chapter is the core part of this paper. The third chapter discusses the existence of conceptual metaphor in English automobile advertising, analyzes its characteristics with conceptual metaphor theory, and further analyzes the audience's metaphorical thinking in the interpretation of automobile advertising with the theory of conceptual synthesis. The results are as follows: (1) Conceptual metaphor is prevalent in English automobile advertising. The selection of origination is mainly concentrated on people, animals, buildings, living objects (without specifying their kind), art, natural objects, space and containers. Compared with conventional metaphors, novel metaphors have more advantages in advertising context. They can explain the specific features and functions of cars and attract the attention of the audience. (2) compared with the conceptual metaphor theory, novel metaphors have more advantages. The theory of conceptual composition plays a more important role in analyzing the thinking process of automotive advertising audience. Cognitive efforts have reinforced our impression of advertising products. Chapter four explores the functions of metaphor in English automobile advertising from the perspectives of cognition, pragmatics and discourse. From a cognitive point of view, metaphor has great potential in influencing our understanding and judgment. Our physical experience provides the basis for the creation and interpretation of metaphors. From the pragmatic point of view, metaphor is conducive to the successful realization of communicative intention. The use of a series of metaphors is conducive to arousing the audience's good associations. From the perspective of discourse, metaphor is an important implicit mechanism that helps to achieve cohesion and coherence in advertising texts. It is an invisible chain that constructs and organizes the whole text. The last chapter describes the results of this study, points out the shortcomings of this study and provides a reference for further research. The present study attempts to help the audience and English learners to interpret English advertisements correctly, and it also hopes to provide some enlightenment for the study of metaphor from the perspective of discourse.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315
本文编号：2127789
[Abstract]:Looking at the previous studies on advertising, it is found that their studies mainly focus on the analysis of the external forms of advertising and seldom explain the thinking process of the advertising audience systematically. In recent years, it is of great significance to study advertising from the perspective of cognition, which is helpful to probe into how advertisers make use of the conversion of cognitive thinking of the audience to achieve the purpose of advertising promotion. Metaphor is widely used in the communication between advertisers and audiences. Analysis of metaphor in advertising will reveal the function of metaphor in advertising discourse. The traditional view is that metaphor is a linguistic phenomenon. However, cognitive linguists believe that metaphor is a cognitive mechanism, which reflects a human thinking pattern from the conceptual level. They are widespread in our daily lives. In this paper, automobile is chosen as the object of study because of its familiarity and broad symbolism. This study uses qualitative methods. The data are derived from online databases and nearly five years of English magazines. Based on the contemporary metaphor theory and the collected data, this paper attempts to systematically study the existence, characteristics and functions of metaphor in English automobile advertising from a cognitive perspective. This paper first introduces the source, purpose, significance, research methods, the scope and theoretical basis of the research and the structure of the paper. Then it reviews the current situation of metaphor research, which lays a solid theoretical foundation for the following discussion. The third, fourth chapter is the core part of this paper. The third chapter discusses the existence of conceptual metaphor in English automobile advertising, analyzes its characteristics with conceptual metaphor theory, and further analyzes the audience's metaphorical thinking in the interpretation of automobile advertising with the theory of conceptual synthesis. The results are as follows: (1) Conceptual metaphor is prevalent in English automobile advertising. The selection of origination is mainly concentrated on people, animals, buildings, living objects (without specifying their kind), art, natural objects, space and containers. Compared with conventional metaphors, novel metaphors have more advantages in advertising context. They can explain the specific features and functions of cars and attract the attention of the audience. (2) compared with the conceptual metaphor theory, novel metaphors have more advantages. The theory of conceptual composition plays a more important role in analyzing the thinking process of automotive advertising audience. Cognitive efforts have reinforced our impression of advertising products. Chapter four explores the functions of metaphor in English automobile advertising from the perspectives of cognition, pragmatics and discourse. From a cognitive point of view, metaphor has great potential in influencing our understanding and judgment. Our physical experience provides the basis for the creation and interpretation of metaphors. From the pragmatic point of view, metaphor is conducive to the successful realization of communicative intention. The use of a series of metaphors is conducive to arousing the audience's good associations. From the perspective of discourse, metaphor is an important implicit mechanism that helps to achieve cohesion and coherence in advertising texts. It is an invisible chain that constructs and organizes the whole text. The last chapter describes the results of this study, points out the shortcomings of this study and provides a reference for further research. The present study attempts to help the audience and English learners to interpret English advertisements correctly, and it also hopes to provide some enlightenment for the study of metaphor from the perspective of discourse.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315
【参考文献】
相关期刊论文 前3条
1 魏在江;;隐喻的语篇功能——兼论语篇分析与认知语言学的界面研究[J];外语教学;2006年05期
2 刘振前,史煜;日常英语中隐喻的普遍性及其与认知的关系[J];外语教学;2002年01期
3 任绍曾;;概念隐喻和语篇连贯[J];外语教学与研究;2006年02期
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