关联理论视角下的商业广告语言中的隐喻研究

发布时间：2018-05-19 20:17

本文选题：隐喻 + 商业广告　；参考：《燕山大学》2012年硕士论文

【摘要】：随着经济和传媒的快速发展，广告已成为人们日常生活中重要的组成部分。作为一种重要的表达方式，，隐喻越来越受到广告设计者的青睐，成为了当代广告的一个鲜明特点。国内外一些专家和学者对广告中的隐喻进行了研究，其研究主要集中在对广告的翻译理解上。本文以关联理论为框架对商业广告中的文字隐喻和图画隐喻进行分析，旨在分析隐喻被广泛使用的原因以及人们如何理解广告中的隐喻。作者从互联网，杂志等媒体上随机搜集5大类广告，即汽车类，食品饮料，服务类，药品类和个人护理类，共250条中英文广告案例（文字广告及图片广告），并从中统计出共有203条含有隐喻的广告案例，筛选其中经典且具有代表性的案例进行深入分析。基于对广告实例的分析以及对成功广告和失败广告的对比研究，本文对商业广告中的隐喻进行了深入解析。通过相关研究，作者发现隐喻之所以广泛用于商业广告是因为：隐喻可以作为一种明示刺激来吸引广告受众；隐喻可以传达一系列弱隐含，使广告主避免一些不必要的麻烦；隐喻还可以节约广告的成本等。当人们遇到含有隐喻的广告时，需要根据其现有的知识，尤其是文化知识，将表面意义转化为实际意义，即广告的内涵。通过这种方式，读者才能够真正领会广告的含义。作者希望本研究能够对商家、广告设计者、广告受众等相关从业人员以及相关学者等有一定的参考价值。
[Abstract]:With the rapid development of the economy and the media , the advertisement has become an important part of daily life . As an important expression , metaphor becomes more and more popular with the advertising designers , and becomes a bright feature of contemporary advertising .

Some experts and scholars at home and abroad have studied the metaphor in advertisements . The research focuses on the interpretation of advertisements . This paper analyzes the textual metaphor and picture metaphor in commercial advertisements based on the theory of Relevance . It is intended to analyze the reasons of the widespread use of metaphor and how people understand metaphor in advertisements .

Based on the analysis of the advertisement instance and the comparative study of successful advertisement and failure advertisement , this paper makes an in - depth analysis of metaphor in commercial advertisements . Through the related research , the author finds that metaphor is widely used in commercial advertisements because : metaphor can be used as a kind of explicit stimulus to attract the advertising audience ;
The metaphor can convey a series of weak implication , so that the advertiser can avoid some unnecessary troubles ;
Metaphor can also save the cost of advertisements . When people encounter advertisements containing metaphor , it is necessary to transform the meaning of the advertisements into practical meaning , that is , the connotation of the advertisement according to their existing knowledge , especially the cultural knowledge . In this way , the reader can truly understand the meaning of the advertisement .

The author hopes that this research can provide some reference value to the relevant practitioners , such as merchants , advertisement designers , advertisement audiences and so on .
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

【参考文献】