从概念整合角度分析服装广告语中隐喻的认知机制

发布时间：2019-01-21 07:01

【摘要】：近年来，隐喻在许多领域上已成为最热门的话题之一，如语言学，哲学和认知科学等，其研究视角也越来越多样化。学习隐喻的研究可以帮助我们更加深入的理解隐喻现象的同时又有利于提高人们的自我认知系统和思维系统。隐喻作为一种语言现象和认知行为，以其特有的修辞功能和表达效果已被广泛应用于商业广告中。丰富的隐喻语言使广告更加生动，富有想象力并充满乐趣，激发人们的购买欲望，促进产品的销售。隐喻话语的意义建构离不开认知理论。合成空间理论揭示了自然语言的意义建构过程,对服装广告中的隐喻现象具有强大的阐释力。本文以概念整合理论为理论基础，为分析服装广告中的隐喻提供了体系框架，并进一步探析广告隐喻的认知机制，使人们对广告中隐喻的认知理解更加深入和透彻。作者对服饰广告中的隐喻现象进行了研究，介绍了传统和当代国内外隐喻的研究，以及其他一些重要的广告隐喻的相关理论等；并详细分析了概念整合理论的主要观点和意义生成的过程。本文的目的是从概念整合角度，结合服装广告为例，对隐喻的工作机理进行详细的分析和研究。研究方法采用定性分析，其数据来源皆出自网络数据库和近三年的著名杂志。研究表明服饰广告中隐喻的运作机制可以分为三个阶段：隐喻的构建，隐喻的辩解以及隐喻的解读，，在整个过程中，视觉图像在服装广告的解读过程中起着至关重要的作用；其次，本文列出了其他影响隐喻构建和解读过程的诸多因素，以帮助广告商建立更为有效、强大的广告策略；最后，研究结果显示服饰广告中隐喻的工作机制是由语言激活但又超于语言层面的运作机制。
[Abstract]:In recent years, metaphor has become one of the hottest topics in many fields, such as linguistics, philosophy and cognitive science. The study of metaphorical learning can help us to understand metaphorical phenomena more deeply and at the same time to improve people's self-cognition and thinking system. Metaphor, as a linguistic phenomenon and cognitive behavior, has been widely used in commercial advertisements with its unique rhetorical functions and expressive effects. The rich metaphorical language makes the advertisement more vivid, imaginative and full of fun, stimulates people's desire to buy and promotes the sale of products. The meaning construction of metaphorical discourse is inseparable from cognitive theory. The synthetic space theory reveals the meaning construction process of natural language and has a powerful explanatory power to the metaphor phenomenon in clothing advertising. Based on the theory of conceptual integration, this paper provides a systematic framework for the analysis of metaphor in clothing advertising, and further explores the cognitive mechanism of metaphor in advertising, so that people can have a deeper and more thorough understanding of metaphor in advertising. The author studies the metaphor phenomenon in dress advertisement, introduces the traditional and contemporary metaphor research at home and abroad, and some other important theories of advertising metaphor. The main viewpoints of conceptual integration theory and the process of meaning generation are analyzed in detail. The purpose of this paper is to analyze and study the working mechanism of metaphor from the perspective of conceptual integration and with clothing advertising as an example. Qualitative analysis was used in this study. The data sources were all from the network database and famous magazines in recent three years. The study shows that the mechanism of metaphor in clothing advertising can be divided into three stages: the construction of metaphor, the explanation of metaphor and the interpretation of metaphor. In the whole process, visual images play an important role in the interpretation of clothing advertising; Secondly, this paper lists other factors that influence the process of metaphor construction and interpretation in order to help advertisers establish more effective and powerful advertising strategies. Finally, the results show that the working mechanism of metaphor in dress advertising is a mechanism activated by language but more than that of language.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

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