公益广告语中隐喻的研究

发布时间：2018-05-08 22:10

本文选题：公益广告语 + 隐喻　；参考：《沈阳师范大学》2012年硕士论文

【摘要】：公益广告是随着社会的发展而产生和发展的。我国的公益广告起步较晚，但发展迅速，优秀的公益广告层出不穷，近年来对公益广告的研究也逐渐增多，研究成果十分丰硕。研究公益广告，，对促进公益广告发展、改善社会环境意义重大。隐喻的研究历史十分悠久，研究范筹也很广泛，包括修辞学、诗学、语言哲学、心理学等方面，但长期以来我们对隐喻的研究主要集中在修辞学范畴。直到1980年，Lakoff和Johoson出版了《我们赖以生存的隐喻》一书，我们对隐喻才有了更新的认识，从此掀开了隐喻研究的新篇章。本文运用隐喻理论对我国的公益广告语进行研究。本文共分为四个部分，首先是对公益广告语及隐喻理论的概述，分别概述了公益广告语的涵义、特点以及作用，又简单介绍了隐喻理论的涵义，以及它的分类和作用机制。第二部分主要将公益广告语中的隐喻进行分类，按照莱考夫和约翰逊的概念隐喻理论将公益广告语中的隐喻分为结构隐喻、本体隐喻和方位隐喻三个大类，每个大类下面又根据所搜集的语料系统地划分了若干的小类。第三部分主要是讨论公益广告语中隐喻的特点，经过分析发现我国公益广告语中隐喻有以下几方面特点：从结构层面上来说有结构的不完整性和结构的多层次性两个方面的特点；从认知语义的角度来看，最大的特点就是以人为源域的隐喻占大多数；从文化角度来说，公益广告语的隐喻中蕴涵着大量的中华传统文化内容。第四部分主要分析公益广告语中隐喻的作用。隐喻是人们认知和思维的基础，公益广告语中的隐喻主要有以下三个方面的作用：促进公益广告的宣传推广，提高公益广告的文化品位，提升公益广告的审美价值。
[Abstract]:Public service advertisement comes into being and develops with the development of society. Our country's public service advertisement starts late, but develops rapidly, the outstanding public service advertisement emerges one after another in endlessly, the research to the public service advertisement also increases gradually in recent years, the research result is very rich. It is of great significance to study public service advertisement to promote the development of public service advertisement and to improve the social environment. The study of metaphor has a long history and has been widely studied, including rhetoric, poetics, philosophy of language, psychology and so on. However, for a long time, the study of metaphor has mainly focused on the category of rhetoric. It was not until 1980, when Lakoff and Johoson published metaphor for our existence, that we had a new understanding of metaphor and opened a new chapter in the study of metaphor. In this paper, we use metaphor theory to study the public service advertising language in China. This paper is divided into four parts. Firstly, it summarizes the meaning, characteristics and functions of public service advertising language, and briefly introduces the meaning, classification and mechanism of metaphor theory. The second part mainly classifies the metaphors in the public service advertising language. According to Lakoff and Johnson's conceptual metaphor theory, the metaphors are divided into three categories: structural metaphor, Noumenon metaphor and orientation metaphor. Under each big category, several subclasses are systematically divided according to the collected corpus. The third part mainly discusses the characteristics of metaphor in public service advertising. It is found that metaphors in Chinese public service advertising have the following characteristics: structural incompleteness and multilevel structure, cognitive semantics, and cognitive semantics. The biggest characteristic is that the metaphor with artificial source domain is the majority. From the cultural point of view, the metaphor of public service advertising language contains a large amount of traditional Chinese cultural content. The fourth part mainly analyzes the role of metaphor in public service advertising. Metaphor is the basis of people's cognition and thinking. Metaphor in public service advertisement has the following three main functions: to promote the promotion of public service advertising, to improve the cultural taste of public service advertising, and to enhance the aesthetic value of public service advertising.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

【引证文献】