英汉化妆品广告语的认知研究

发布时间：2018-04-09 20:43

本文选题：化妆品广告语　切入点：构成及特征　出处：《湖南师范大学》2013年硕士论文

【摘要】：广告是一个复杂的交际媒介,也是一个信息传达和劝诱的媒介广告的成功与否取决于它能否有效激起消费者的心理联想。随着市场经济的发展,化妆品行业取得了令人瞩目的成就。化妆品市场的现状和发展趋势迫切要求对化妆品广告语言进行系统深入的研究。国内外学者主要从符号学、社会语言学、系统功能学、语用学和认知语言学方面来研究广告语言。但是,国外学者都是对广告语进行宏观的研究,国内只有少数学者对化妆品广告语做过一些研究。通过研读相关文献,我们发现近年来学界关于广告语言的研究虽然发展迅速,但把范围缩小到化妆品广告语言的比较系统的研究却寥寥无几,现有的研究也多停留在分析化妆品广告的传播策略、误导作用、化妆品广告的人际功能、社会特点等视角,而对化妆品广告语的研究,尤其对其意义构建的认知研究尚未引起足够重视,不仅缺乏系统的理论分析,更没有从英汉语方面进行比较研究。本文运用认知语言学的概念整合理论,以定性研究方法对化妆品广告语的意义建构过程和认知语义机制进行了比较深入的探讨。基于FauconnierTurner提出的四大语义整合网络模型,本文尝试对每-种模型在化妆品广告语意义建构中的应用进行探讨和分析,结果发现：第一,认知语义学的概念整合理论对研究化妆品广告语具有较强的解释力；镜像网络、单域网络和双域网络在化妆品广告中广泛使用,而简式网络则很少使用。这表明简洁的化妆品广告语对应的是复杂的空间网络模型。简单的语言表达形式背后有着极其复杂的意义建构过程和方式。第二,我们发现英汉化妆品广告语意义的产生和发展都有其社会文化和心理基础。这些认知基础都是基于人的认知体验的,同时意义的产生和扩展不是随意的,而是有其内在机制,其中概念整合机制占据了主导地位。由于英汉两民族经验基础和认知方式的相似性,其化妆品广告语的语义生成机制趋于相同。但是由于英汉两民族各自的社会和文化差异,其语义构建过程存在一定细微的差异。对化妆品广告语的认知研究不仅可以为广告创作人员在语言选择方面提供参考,而且也为化妆品广告语的深入研究以及认知语言学理论的发展提供一定的借鉴。
[Abstract]:Advertising is a complex communication medium, and whether it is successful or not depends on whether it can effectively arouse the psychological association of consumers.With the development of market economy, cosmetics industry has made remarkable achievements.The current situation and development trend of cosmetics market urgently require a systematic and in-depth study of cosmetics advertising language.Scholars at home and abroad mainly study advertising language from the aspects of semiotics, sociolinguistics, systemic function, pragmatics and cognitive linguistics.However, foreign scholars have done macro research on advertising language, only a few domestic scholars have done some research on cosmetics advertising language.Through reading the relevant literature, we find that although the academic research on advertising language has developed rapidly in recent years, there are few and no systematic studies to narrow the scope to cosmetics advertising language.The existing studies also focus on the analysis of cosmetic advertising communication strategies, misleading role, cosmetics advertising interpersonal function, social characteristics and other perspectives, and the study of cosmetics advertising language,Especially, the cognitive research on its meaning construction has not been paid enough attention to, not only lacks systematic theoretical analysis, but also does not carry on the comparative research from the aspect of English and Chinese.Based on the conceptual integration theory of cognitive linguistics, this paper makes a deep study of the process of meaning construction and cognitive semantic mechanism of cosmetics advertising language by qualitative research method.Based on the four semantic integration network models proposed by FauconnierTurner, this paper attempts to explore and analyze the application of each model in the construction of the meaning of cosmetics advertising. The results are as follows: first,The conceptual integration theory of cognitive semantics has a strong explanatory power for the study of cosmetics advertising. Mirror network, single domain network and dual domain network are widely used in cosmetics advertising, while simple networks are seldom used.This shows that the simple cosmetics advertising language corresponds to a complex spatial network model.There are extremely complex processes and ways of meaning construction behind simple language expressions.Second, we find that the meaning of Chinese and English cosmetics advertising has its social, cultural and psychological basis.These cognitive bases are based on human cognitive experience, and the generation and expansion of meaning is not random, but has its own internal mechanism, in which conceptual integration mechanism occupies a dominant position.Due to the similarity of the empirical basis and cognitive style between English and Chinese, the semantic generation mechanism of cosmetics advertising language tends to be the same.However, due to the social and cultural differences between English and Chinese, there are some slight differences in the process of semantic construction.The cognitive study of cosmetics advertising language can not only provide a reference for advertisers in language choice, but also for the in-depth study of cosmetics advertising language and the development of cognitive linguistics theory.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15

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