模因视角下广告语中的隐喻现象探究

发布时间：2018-03-27 16:35

本文选题：隐喻　切入点：模因　出处：《中国石油大学（华东）》2013年硕士论文

【摘要】：隐喻从产生以来就倍受学者关注。隐喻研究的发展经历了修辞学、语义学、符号学、语用学和认知语言学等几个阶段。近年来，隐喻常被认为是人类思维的工具和认知世界的方式。但是这些研究往往只专注于隐喻的理解，对于隐喻的传播鲜少提及。近年来新兴起的语用学理论—模因论是基于达尔文的进化理论提出的，其核心概念是模因，它是文化进化发展的一个基本单位。它具有生命力和生命周期，复制和传播是其基本特征。一个成功的模因具有长寿性、多产性和复制的忠实性三大特征。本文以模因论为研究视角，，选取带有隐喻的广告语作为语料，运用定性分析法来探讨隐喻的复制和传播机制。首先通过解读隐喻和模因的相似之处来总结隐喻模因，然后运用模因的复制和传播模式分析了广告语中的隐喻。研究发现隐喻可以被看做一种模因，因为它们之间存在着共同点。广告语中的隐喻以隐喻模因的形式经历同化、记忆、表达和传播四个阶段。在同化阶段，隐喻模因要在宿主的经验认知的基础上被感知和理解。通常人们认为，如果隐喻模因跟宿主的认知经验基础关系越大，那么它越有可能被宿主同化。在第二个阶段，该模因将被记忆并储存。记忆的时间越长，越有可能被传播。在表达阶段，抽象模因将以具体的实物表达。在传播阶段，隐喻模因通过各种媒介来传播，如话语，图片，视频等。研究还发现隐喻模因主要通过两种方式来传播：模因基因型传播和模因表现型传播。运用模因论来研究隐喻，不仅为隐喻的研究提供了新的视角，而且可以拓宽模因论的应用范围,为将来的研究提供一些价值和参考。
[Abstract]:Metaphor has attracted much attention since its emergence. The development of metaphor research has gone through several stages, such as rhetoric, semantics, semiotics, pragmatics and cognitive linguistics. Metaphor is often considered a tool for human thinking and a way to perceive the world. But these studies tend to focus only on the understanding of metaphor. In recent years, the new theory of pragmatics, memetics, is based on Darwin's theory of evolution, the core concept of which is meme. It is a basic unit of cultural evolution, it has vitality and life cycle, replication and transmission are its basic characteristics. A successful meme has three characteristics: longevity, prolificacy and fidelity of replication. From the perspective of memetics, this paper selects the advertising language with metaphor as the corpus and uses qualitative analysis to explore the mechanism of metaphor replication and dissemination. Firstly, it summarizes the metaphorical meme by interpreting the similarities between metaphor and meme. Then we analyze the metaphors in advertising language by means of meme replication and transmission mode. The study finds that metaphor can be regarded as a meme because they have common ground. Metaphor in advertising language experiences assimilation and memory in the form of metaphorical meme. In the assimilation stage, metaphorical memes are perceived and understood on the basis of the host's experiential cognition. Then the more likely it is to be assimilated by the host. In the second stage, the meme will be remembered and stored. The longer the memory, the more likely it is to be transmitted. Metaphorical memes are propagated through various media, such as discourse, pictures, videos, etc. The study also finds that metaphorical memes are propagated mainly in two ways: meme genotypic communication and meme expressive transmission, and memetics is used to study metaphor. It not only provides a new perspective for the study of metaphor, but also broadens the scope of application of memetics and provides some value and reference for future research.
【学位授予单位】：中国石油大学（华东）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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