英文广告中隐喻语言的运用机制探析
发布时间：2018-07-18 09:35
【摘要】： 广告在现代社会中的作用日益显著,大量的修辞语言被有意识地运用于广告,以增强广告的语用效应,其中以隐喻语言最为常见。这同现代的认知语言学把修辞(包括隐喻)视为认知现象的观念不无关系。 一则好的广告文案往往离不开精妙的语言表达,离不开修辞手段的恰当运用。隐喻作为一种常用的修辞手段,一种思想之间的交流,一种思维方式,在广告文案的创作中起到“画龙点睛”的效果,并逐渐受到广告创作者的青睐。 隐喻不仅是语言现象,它还是一种可以借助语言手段和非语言手段进行表达的人类的基本思维方式。隐喻的使用既通俗易懂又让人回味无穷,给人留下无比绚丽的想象空间。运用隐喻来强化广告语的艺术魅力,让广告的受众从形象生动的隐喻语言中感受到独具匠心、意味深长的优秀广告隐喻语言的强大冲击力和感染力,激发人们的购买欲望。在现代广告语中,隐喻以其特有的功能与效果被人们越来越广泛地使用。 本文运用当代概念隐喻理论来分析英文广告语中的隐喻修辞,旨在挖掘广告隐喻语言中所包含的认知机制和文化模式,探索运用隐喻语言提高广告修辞的语用效果的可能性。
[Abstract]:Advertising plays an increasingly important role in modern society. A large number of rhetorical languages are consciously used in advertising to enhance the pragmatic effects of advertising, among which metaphor language is the most common. This is related to the idea that modern cognitive linguistics regards rhetoric (including metaphor) as a cognitive phenomenon. A good copy of advertising is often inseparable from subtle language expression and the proper use of rhetorical devices. Metaphor, as a common rhetorical device, an exchange of ideas, a mode of thinking, plays a "finishing touch" effect in the creation of advertising copywriting, and is gradually favored by advertising creators. Metaphor is not only a linguistic phenomenon, but also a basic mode of human thinking which can be expressed by linguistic and non-linguistic means. The use of metaphor is both easy to understand and memorable, leaving an incomparably brilliant space for imagination. The use of metaphor to strengthen the artistic charm of advertising language, so that the audience from the vivid image of the metaphor language feel originality, meaningful excellent advertising metaphor language powerful impact and appeal, stimulate people's desire to buy. In modern advertising language, metaphor is more and more widely used because of its unique function and effect. This paper uses the contemporary conceptual metaphor theory to analyze the metaphorical rhetoric in English advertising language in order to explore the cognitive mechanism and cultural model contained in the advertising metaphor language and to explore the possibility of using metaphorical language to improve the pragmatic effect of advertising rhetoric.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315
本文编号：2131497
[Abstract]:Advertising plays an increasingly important role in modern society. A large number of rhetorical languages are consciously used in advertising to enhance the pragmatic effects of advertising, among which metaphor language is the most common. This is related to the idea that modern cognitive linguistics regards rhetoric (including metaphor) as a cognitive phenomenon. A good copy of advertising is often inseparable from subtle language expression and the proper use of rhetorical devices. Metaphor, as a common rhetorical device, an exchange of ideas, a mode of thinking, plays a "finishing touch" effect in the creation of advertising copywriting, and is gradually favored by advertising creators. Metaphor is not only a linguistic phenomenon, but also a basic mode of human thinking which can be expressed by linguistic and non-linguistic means. The use of metaphor is both easy to understand and memorable, leaving an incomparably brilliant space for imagination. The use of metaphor to strengthen the artistic charm of advertising language, so that the audience from the vivid image of the metaphor language feel originality, meaningful excellent advertising metaphor language powerful impact and appeal, stimulate people's desire to buy. In modern advertising language, metaphor is more and more widely used because of its unique function and effect. This paper uses the contemporary conceptual metaphor theory to analyze the metaphorical rhetoric in English advertising language in order to explore the cognitive mechanism and cultural model contained in the advertising metaphor language and to explore the possibility of using metaphorical language to improve the pragmatic effect of advertising rhetoric.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315
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相关期刊论文 前3条
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