商业广告语的隐喻研究

发布时间：2018-01-26 04:22

本文关键词： 商业广告语概念隐喻概念整合语言　出处：《沈阳师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：商业广告在我们的日常生活中扮演着重要的角色，，我们无时无刻不在接触它。商业广告语作为广告领域的语言，近些年，越发引起关注。因为它不仅反应了整个语言系统的面貌，也体现了人类的思维方式，尤其是隐喻的应用，使广告语言除了更具语言魅力的同时，也证明了隐喻本质上就是一种认知方式。隐喻作为商业广告创作的有力工具，应用也越来越广泛。本文分为五个部分。在第一部分绪论中介绍了论文的研究目的及意义、商业广告语的研究现状、论文的研究方法和语料来源。第二部分系统地阐述了商业广告语和隐喻的基础理论，包括商业广告语的涵义、类型和特征，Lakoff、Johnson的概念隐喻理论和Fauconnier、Turner的概念整合理论以及两者的关系。第三部分对商业广告语隐喻的分类是本文研究的重点，论文根据Lakoff对隐喻的分类，结合大量例子，对商业广告语中的隐喻进行分析，进一步得出了更为细致的小类。第四部分针对商业广告语隐喻使用的具体情况，总结出其特点，包括包含信息大量化、表达手段创新化和表现文化多样化三方面。在最后一部分中，论文首先分析了商业广告语中隐喻功能得以实现的原因，原因主要有认知文化原因、社会心理原因和语用原因。其次归纳了商业广告语中隐喻的功能，包括能够提高经济效益、增强认知能力、提升审美水平和推动语言发展四个方面。通过以上方面的研究，目的是探寻隐喻在商业广告语中的应用，以期对商业广告语中隐喻的运用和理解提出新的认知角度和见解，同时也能加深我们对隐喻的感知和促进人们对于它的进一步研究。
[Abstract]:Commercial advertising plays an important role in our daily life, and we are exposed to it all the time. Commercial advertising language as the language of advertising, in recent years. It not only reflects the appearance of the whole language system, but also reflects the way of thinking of human beings, especially the application of metaphor, which makes advertising language more attractive than language. It also proves that metaphor is essentially a cognitive way. As a powerful tool of commercial advertising, metaphor is more and more widely used. This paper is divided into five parts. The first part of the introduction introduces the purpose and significance of the research, commercial advertising language research status. The second part systematically expounds the basic theory of commercial advertising language and metaphor, including the meaning, types and characteristics of commercial advertising language Lakoff. Johnson's Conceptual metaphor Theory and Fauconnier. Turner's conceptual integration theory and their relationship. The third part of the classification of commercial advertising metaphor is the focus of this paper, according to the classification of metaphor by Lakoff, combined with a large number of examples. By analyzing the metaphors in commercial advertising language, the author draws a more detailed subcategory. 4th part summarizes the characteristics of metaphor use in commercial advertising language, including the mass of information. In the last part, the thesis first analyzes the reasons for the realization of metaphorical functions in commercial advertising language, mainly due to the cognitive cultural reasons. Secondly, the thesis summarizes the functions of metaphor in commercial advertising, including four aspects: it can improve economic efficiency, enhance cognitive ability, enhance aesthetic level and promote language development. Through the above research, the purpose is to explore the application of metaphor in commercial advertising language, in order to put forward a new cognitive perspective and perspective on the use and understanding of metaphor in commercial advertising language. At the same time, it can deepen our perception of metaphor and promote the further study of metaphor.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H152

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