概念合成理论视角下广告语言的研究

发布时间：2018-06-28 19:37

本文选题：广告语言 + 概念合成理论　；参考：《辽宁师范大学》2013年硕士论文

【摘要】：广告有广义和狭义之分，广义的广告是指商业广告和公益广告两类。狭义的广告仅指商业广告。随着信息时代的到来和市场经济的深入发展，广告作为商家传播商品、服务和观念的一种手段，其重要性日益凸显。而作为广告重要组成部分的广告语言，以其独有的风格，巨大的感召力和说服力，也日益从语言家族中脱颖而出。事实上，广告语言已不再是一种单纯的传播方式，它更是一种社会文化现象，其形式和内容都体现着时代的特征。时代继续发展，广告语言日新月异，所以对广告语言的研究也要不断的更新。如今语言学研究已进入了认知发展阶段，认知语言学理论成为语言学界发展的新方向标。而在众多认知语言学理论中，由心理空间理论发展而来的概念合成理论（又叫概念整合理论）经过不断地自我完善，以其系统的工作体系和强大的解释力备受学者们的重视。本文借助概念合成理论,对受众解读广告语言的过程以及广告语言的特点进行了探讨。本文共有五章，第一章为引言部分，具体介绍了本研究的背景，研究的必要性，重要性以及文章结构。第二章是文献综述部分，首先，笔者就前人研究广告语言的理论及获得的成果进行了综合回顾和评述。其次，笔者对概念合成理论进行了介绍和概述,包括其产生的过程，相关术语及工作机制等等。第三章介绍了研究问题和研究方法，本文主要研究两个问题，首先，从概念合成理论的视角看，受众是如何解读广告语言的，其次，概念合成理论视角下，，广告语言有何特点。在研究方法上，本文采用自建语料库的方法，语料主要来源于笔者在2012年7月至9月期间搜集的商业广告和公益广告。第四章是研究和讨论部分，将概念合成理论和广告语料相结合进行分析，总结和归纳。第五章是总结部分，从概念合成理论的整合网络视角看，广告语言的解读模式依次经由四个步骤：建立两个输入空间；类属空间向两输入空间映射；两输入空间部分地投射到合成空间进行整合；进行合成，经由组合，完善和精致的认知加工后，新意义在合成空间的创新结构中产生。通过概念合成理论中的四种框架网络(即简单框架网络，对称框架网络，单边框架网络和双边框架网络)对广告语言的特点进行分析后，笔者发现，商业广告语言多采用简单框架网络和单边框架网络。而公益广告语言则平均分布在四种框架网络中。本文是以认知语言学为理论依据，以现实广告语言为语料的一项实证研究，既丰富了语言学理论的实践，又为今后广告的研究提供了实证。其研究结果对广告行业和广告研究和广告教学都具有一定的参考价值。
[Abstract]:Advertisement has broad sense and narrow sense, the broad sense advertisement refers to commercial advertisement and public service advertisement two kinds. Advertising in a narrow sense refers only to commercial advertising. With the arrival of the information age and the further development of the market economy, advertising, as a means of spreading goods, services and ideas, is becoming more and more important. As an important part of advertising, advertising language, with its unique style, great appeal and persuasion, has emerged from the language family day by day. In fact, advertising language is no longer a simple means of communication, it is a social and cultural phenomenon, its form and content reflect the characteristics of the times. Times continue to develop, advertising language changes with each passing day, so the study of advertising language should be constantly updated. Nowadays, the study of linguistics has entered the stage of cognitive development, and the theory of cognitive linguistics has become a new direction in the development of linguistics. Among many cognitive linguistic theories, conceptual synthesis theory (also called conceptual integration theory) developed from psychological space theory has been paid more attention to by scholars because of its systematic working system and powerful explanatory power. With the help of the theory of conceptual composition, this paper probes into the process of the audience's interpretation of the advertising language and the characteristics of the advertising language. The first chapter introduces the background, necessity, importance and structure of the research. The second chapter is the literature review. Firstly, the author reviews and comments on the theories and achievements of the previous research on advertising language. Secondly, the author introduces and summarizes the theory of conceptual composition, including its process, terminology and working mechanism. The third chapter introduces the research problems and research methods. Firstly, from the perspective of conceptual synthesis theory, how the audience interprets advertising language, and secondly, the characteristics of advertising language from the perspective of conceptual synthesis theory. In terms of research methods, this paper adopts the method of self-built corpus, which mainly comes from the commercial advertisements and public service advertisements collected by the author from July to September 2012. The fourth chapter is the part of research and discussion, which combines the theory of concept synthesis and advertising materials to analyze, summarize and summarize. The fifth chapter is the summary part. From the perspective of the integrated network theory of conceptual composition, the interpretation mode of advertising language goes through four steps in turn: establishing two input spaces, mapping generic space to two input spaces; The two input spaces are partly projected into the synthesis space for integration; after the combination, perfect and delicate cognitive processing, the new meaning is generated in the innovative structure of the synthesis space. The characteristics of advertising language are analyzed by four kinds of framework networks (simple frame network, symmetric frame network, unilateral frame network and bilateral frame network) in conceptual composition theory. Commercial advertising language mostly uses simple frame network and unilateral frame network. On the other hand, the language of public service advertisement is distributed equally in four frame networks. This paper is an empirical study based on cognitive linguistics and real advertising language, which not only enriches the practice of linguistic theory, but also provides empirical evidence for the future study of advertising. The research results have certain reference value for advertising industry, advertising research and advertising teaching.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H052

【参考文献】