概念整合理论框架下广告委婉语的理解机制研究

发布时间：2018-04-26 07:50

本文选题：广告委婉语 + 概念整合理论　；参考：《河南师范大学》2013年硕士论文

【摘要】：委婉语是人们在社会交往中为谋求理想的交际效果而创造出来的一种语言表达形式，是社会生活不可或缺的一部分。委婉语具有委婉含蓄、间接模糊的特点，可以起到避讳、礼貌、美化语言等语用功能。委婉语所具有的这些独特的语用特征和语用功能恰好符合广告语言对于劝说、得体及美感的追求，因此，委婉语深受广告商的青睐，并被大量用于广告中，以期实现激发消费者的强烈兴趣和购买欲望，达到推销产品的目的。到目前为止，不同学者从不同角度对委婉语进行了大量全面而深入的研究并取得了显著的成果，但就广告委婉语这一细小的分支而言，其研究似乎尚未完全展开，研究成果也只能散见于一些期刊杂志。这些研究主要集中在广告委婉语的形成原因、构成方式，及其在广告中的积极作用等，对于广告委婉语的意义构建及解读的认知研究却少有涉及。广告委婉语在意义表达上具有一定的间接性和不透明性，再加上广告是一种单向的交流方式，因此消费者是如何正确理解广告委婉语就变得十分重要。概念整合理论由美国学者福科尼耶和他的同事共同提出来的，它从心智空间、概念整合网络、共有空间、输入空间、映射、关系、压缩、新创结构等全新的角度来阐释认知模型的构建及意义的产生机制，为研究语义的动态构建提供了坚实的理论基础。广告委婉语是一种特殊的语言表达形式，，其意义的构建和理解过程是一系列认知活动的过程。因此，概念整合理论对广告委婉语的认知理解机制具有很好的解释力。鉴于广告委婉语在广告中的重要作用和对其进行正确理解的重要性，本文试图从认知角度出发，以概念整合理论为基础，对广告委婉语的理解机制进行研究，从而使人们能够更好的理解广告委婉语，进而能更好的欣赏广告委婉语所带来的含蓄美和艺术美。
[Abstract]:Euphemism is a form of language expression created by people in order to seek the ideal communicative effect in social communication. It is an indispensable part of social life. Euphemism has the characteristics of euphemism implicature and indirect vagueness which can play pragmatic functions such as taboo politeness and beautification of language. These unique pragmatic features and pragmatic functions of euphemism are in line with the advertising language's pursuit of persuasion, appropriateness and beauty. Therefore, euphemism is favored by advertisers and is widely used in advertisements. In order to stimulate consumer interest and desire to buy, to achieve the purpose of selling products. Up to now, different scholars have carried out a large number of comprehensive and in-depth studies on euphemism from different angles and achieved remarkable results. However, as far as the small branch of advertising euphemism is concerned, it seems that the research has not been carried out completely. The results can only be found in some journals. These studies mainly focus on the reasons for the formation of euphemism in advertising, the formation of euphemism, and its positive role in advertising, but there are few cognitive studies on the meaning construction and interpretation of euphemism in advertising. Advertising euphemism is indirect and opaque in meaning expression, and advertising is a one-way way of communication, so it is very important for consumers to understand euphemism correctly. The theory of conceptual integration was put forward by the American scholar Fokonier and his colleagues from the mental space, the conceptual integration network, the common space, the input space, the mapping, the relationship, the compression, It provides a solid theoretical basis for the study of the dynamic construction of semantics by explaining the construction of cognitive models and the mechanism of meaning generation from new perspectives such as innovative structures. Euphemism is a special form of language expression, and the process of meaning construction and understanding is a series of cognitive activities. Therefore, conceptual integration theory can explain the cognitive understanding mechanism of advertising euphemism. In view of the important role of advertising euphemism in advertising and the importance of correctly understanding it, this paper attempts to study the understanding mechanism of euphemism from a cognitive perspective and based on the theory of conceptual integration. So that people can better understand advertising euphemism, and then appreciate the implicit beauty and artistic beauty brought by advertising euphemism.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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