概念整合理论与关联理论整合框架下的广告隐喻研究

发布时间：2018-04-16 01:34

本文选题：概念整合理论 + 关联理论　；参考：《华东师范大学》2012年硕士论文

【摘要】：本文主要探讨概念整合理论和关联理论对隐喻的解释,以及两个理论在隐喻研究上的整合性运用。在两个理论的基础上,本文作者试图提出一种整合的框架来研究广告中的隐喻现象。通过研究,本文提出广告是一种明示-推理交际过程。广告中隐喻的使用有两个目的：其一,吸引广告受众的注意以满足广告主的交际意图,其二,引导广告受众推导出广告的明示义和隐含义以满足广告主的信息告知意图。广告中隐喻意义理解背后的认知过程就是广告受众推导出广告明示义和隐含义的过程。概念整合理论和关联理论的整合框架可以用于广告中隐喻意义的理解和阐释。隐喻意义的理解有五步,可以使用概念整合模型来分步解释,并且需要结合关联理论提出的关联性原则,以最终得出符合语境,并且具有关联性的隐喻解释。该论文由六部分组成。第一部分简单介绍全文的研究动机、研究意义以及全文结构。第二部分是文献综述。分别回顾了广告和广告隐喻方面的一些文献。在广告方面文献主要关注了广告的定义、广告的分类、广告的功能；在广告隐喻方面主要分别回顾了前人使用符号学方法、认知语言学方法、关联理论方法对广告中隐喻现象的研究。第三部分介绍了本文的理论背景,即概念整合理论和关联理论。对概念整合理论的介绍包括心理空间理论、概念整合理论基本点、概念整合理论对隐喻的解释、前人在概念整合模型中融入语境因素的尝试等；对关联理论的介绍主要是关联理论的主要观点以及关联理论对隐喻的解释。第四部分介绍了前人对认知语言学和关联理论在隐喻上的互补性的研究,主要是隐喻动机和隐喻意义推导两方面,并指出两个理论各自在隐喻研究上的欠缺,即认知语言学缺乏对语境的处理以及对隐喻交际作用的解释,而关联理论在对为何听话者在语言线索刺激下可以产生若干假设的上解释不充分。这一部分还介绍了前人对概念整合理论和关联理论的相似性和互补性的研究,为下文使用一种整合的框架来研究广告中的隐喻现象提供了理论基础。第五部分首先将广告认定为一种明示-推理交际过程。然后在概念整合理论和关联理论的整合框架下提出了广告中隐喻的动机和意义。最后使用这一整合框架详细解释了国外某电视机广告中隐喻意义的推导过程。最后一部分是对整篇论文的总结,主要包括该论文的主要研究成果,以及该研究的不足之处以及对以后研究的建议。本论文主要是将概念整合理论和关联理论对隐喻的解释进行了整合,并提出该整合的框架能更充分地解释广告中的隐喻意义的推导。作者希望本文能为两个理论的应用和整合性研究,以及广告现象的研究有所贡献。
[Abstract]:This paper mainly discusses the interpretation of metaphor by Conceptual Integration Theory and relevance Theory, as well as the application of the two theories in the study of metaphor.On the basis of two theories, the author tries to propose an integrated framework to study metaphor in advertising.Through research, this paper proposes that advertising is an ostensive-inferential communication process.The use of metaphor in advertising has two purposes: one is to attract the attention of the advertising audience to satisfy the advertisers' communicative intention, and the other is to guide the advertising audience to derive the explicit and implicit meanings of the advertisements in order to satisfy the advertisers' intention of informing the information.The cognitive process behind the understanding of metaphorical meaning in advertising is the process by which the audience deduces the explicit and implicit meaning of the advertisement.Conceptual integration theory and relevance theory can be used to understand and explain the metaphorical meaning in advertising.There are five steps in the understanding of metaphorical meaning, which can be explained step by step by conceptual integration model, and the relevance principle proposed by relevance theory should be combined to arrive at a contextual and relevant metaphorical interpretation.The thesis consists of six parts.The first part introduces the motivation, significance and structure of the thesis.The second part is the literature review.Some literature on advertising and advertising metaphor are reviewed respectively.The literature on advertising mainly focuses on the definition, classification and function of advertising, and reviews the methods of semiotics and cognitive linguistics used in advertising metaphor.Relevance Theory: a study of metaphor in Advertising.The third part introduces the theoretical background of this paper, namely conceptual integration theory and relevance theory.The introduction of conceptual integration theory includes the psychological space theory, the basic points of conceptual integration theory, the interpretation of metaphor by conceptual integration theory, and the attempts of predecessors to incorporate contextual factors into the conceptual integration model.The introduction of relevance theory is the main view of relevance theory and the explanation of metaphor by relevance theory.The fourth part introduces the previous studies on the complementarities of cognitive linguistics and relevance theory in metaphor, mainly from the two aspects of metaphorical motivation and metaphorical meaning derivation, and points out that the two theories are deficient in the study of metaphor.That is, cognitive linguistics lacks the processing of context and the explanation of metaphorical communication, while relevance theory does not fully explain why hearers can produce some hypotheses under the stimulation of linguistic cues.This part also introduces the similarities and complementarities of conceptual integration theory and relevance theory, which provides a theoretical basis for the following study of metaphor in advertising using an integrated framework.In the fifth part, advertising is regarded as an ostensive-inferential communication process.Then it puts forward the motivation and meaning of metaphor in advertising under the framework of conceptual integration theory and relevance theory.Finally, this framework is used to explain in detail the derivation of metaphorical meaning in a television advertisement abroad.The last part is a summary of the whole paper, including the main research results, the shortcomings of the research and suggestions for future research.In this thesis, the conceptual integration theory and the relevance theory are combined to explain metaphor, and it is proposed that the framework of the integration can explain the metaphorical meaning of advertising more fully.The author hopes that this paper will contribute to the application and integration of the two theories and the study of advertising phenomena.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

【参考文献】