广告隐喻的认知解读

发布时间：2018-05-02 19:16

本文选题：隐喻广告 + 常规推理　；参考：《宁波大学》2012年硕士论文

【摘要】：隐喻意义的建构和理解关键在于受喻者的解读。作为施喻者的广告创作者利用高度浓缩的艺术语言来突显产品的特点，为使受众，即受喻者透过表层的广告语去领会深层的隐含意义。后者是隐喻及其意义解读的主体，是隐喻及意义得以实现并发挥作用的认知保证。基于国内外文献的查阅发现，从认知角度，国内主要运用概念隐喻和概念合成理论对广告隐喻的研究，而国外侧重研究广告隐喻对受众的影响效果。但采用基于心理模型的常规推理理论，，并从受喻者角度研究广告隐喻解读的论文并不多。因此，本研究认为对于受喻者这认知主体，我们在隐喻及意义的研究过程中，是不能有所漠视的。本文旨在广告隐喻的认知解读触发机制方面做一些尝试性的分析,探讨受喻者在解读广告隐喻及其意义过程中的认知动因，以心理模型的常规推理理论为视角，通过对英汉广告语中隐喻构建的解读，阐释广告隐喻认知解读触发机制。文本的分析将涉及（1）概念隐喻理论、概念合成理论及基于心理模型的常规推理理论对广告隐喻的阐释性；(2)基于心理模型的常规推理理论下的广告隐喻解读机制：类比联想、心理建模以及概念稀释,为受喻者建立广告隐喻认知的解读机制模型；(3）隐喻解读触发机制在解读过程中表现的不同功能：心理建模是核心，类比联想是手段，概念稀释是基础。三者彼此交互作用，实现广告隐喻隐性含意的成功解读。本研究发现徐盛桓的基于心理模型的常规推理理论可以阐释广告隐喻，并基于该理论,提出类比联想，心理建模和概念稀释三方面的认知触发机制来解读广告隐喻，从一个新的视野建构广告隐喻解读的认知机制运作与认知原则。此外，广告隐喻的应用研究以及受喻者认知解读机制的深入分析和探讨,具有广泛的社会和经济应用价值，有助于广告商创造出更多具有商业价值的隐喻性广告作品，推动市场经济的发展。
[Abstract]:The key to the construction and understanding of metaphorical meaning lies in the interpretation of metaphors. The advertising creator as a metaphor maker uses highly condensed artistic language to highlight the characteristics of the product in order to enable the audience, that is, the recipient, to understand the deep implication through the advertising language of the surface layer. The latter is the main body of the interpretation of metaphor and its meaning, and the cognitive guarantee of the realization and function of metaphor and meaning. From the perspective of cognition, conceptual metaphor and conceptual synthesis theory are mainly used to study advertising metaphors, while foreign countries focus on the effects of advertising metaphors on the audience. However, there are few papers based on the conventional reasoning theory based on psychological model, and from the perspective of metaphors to study the interpretation of advertising metaphors. Therefore, the present study holds that we should not ignore the metaphorical subject in the study of metaphor and meaning. The purpose of this paper is to make some tentative analysis on the cognitive interpretation trigger mechanism of advertising metaphor, and to explore the cognitive motivation of the recipients in the process of interpreting advertising metaphor and its meaning, from the perspective of the conventional reasoning theory of psychological model. Through the interpretation of metaphor construction in English and Chinese advertising language, the trigger mechanism of cognitive interpretation of advertising metaphor is explained. The analysis of the text will involve the conceptual metaphor theory, the conceptual synthesis theory and the conventional reasoning theory based on the psychological model to explain the advertising metaphor. 2) the interpretation mechanism of the advertising metaphor under the conventional reasoning theory based on the psychological model: analogy association. Psychological modeling and conceptual dilution, the interpretation mechanism model of metaphor cognition in advertising is established. (3) the different functions of the trigger mechanism of metaphor interpretation are: psychological modeling is the core, analogy and association are the means, and conceptual dilution is the basis. They interact with each other to achieve a successful interpretation of the implicit meaning of advertising metaphor. The present study finds that Xu Shenghuan's conventional reasoning theory based on psychological model can explain advertising metaphor, and based on this theory, it puts forward three cognitive trigger mechanisms of analogy association, psychological modeling and conceptual dilution to interpret advertising metaphor. From a new perspective to construct the cognitive mechanism and cognitive principles of advertising metaphor interpretation. In addition, the research on the application of advertising metaphor and the in-depth analysis and exploration of the cognitive interpretation mechanism of the metaphors have a wide range of social and economic application value, which will help advertisers to create more metaphorical advertising works with commercial value. Promote the development of market economy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

【参考文献】