文化模型视角下英汉化妆品广告中概念隐喻的比较研究

发布时间：2018-07-06 12:34

本文选题：文化模型 + 化妆品广告　；参考：《西南大学》2013年硕士论文

【摘要】：对隐喻的研究始于亚里士多德,其理论思想影响了隐喻研究领域近两千年。一直以来,传统语言学认为隐喻是一种修辞手段,是对正常语言的一种偏离现象。20世纪70年代末,得益于认知语言学、认知心理学等学科的蓬勃发展,隐喻的研究领域开始朝着多学科发展。1980年出版的《我们赖以生存的隐喻》,打破了传统隐喻研究的局限,掀开了从认知角度研究隐喻的新篇章。隐喻从此被看作为人类思维活动的一种方式,是源域向目标域投射的一个过程。它不再是对语言的偏离,而是人们的潜在的认知方式。这种认知方式以人们日常的身体经验为基础,而人们生活在特定的文化模型中,行为和思维都会受到该种文化模型的影响。因此,我们有理由相信,文化模型影响隐喻的产生,同时,不同的文化模型产生的概念隐喻也会有差异。可是,文化模型怎样影响概念隐喻的产生；作用于哪些因素才产生不同的隐喻等问题在以往的文献中较少涉及。因此,本文选用中英文女性化妆品广告作为分析对象,通过收集整理分析总结,采用比较分析的方法详细回答了这些问题。文中全部语料来自于时尚杂志、互联网以及已有的关于化妆品广告的硕士毕业论文。广告的最终目的是通过宣传鼓励或刺激消费者购买商品,因此,我们有理由相信广告语与特定的文化息息相关。以往对化妆品广告的研究多偏向微观方面,即关注语言、语法、修辞等方面。虽然对该类广告宏观方面如社会、文化等研究也存在,但数量不多,从文化模型角度研究隐喻的相关研究则更少。纵然中英两国有不同的文化风俗习惯,但由于两国人民都生活在同一世界同-时空,身体构造也大致相同,因此在不用的文化背景下两国隐喻性语言也存在共同点。通过比较分析,本文发现：文化模型影响概念隐喻的产生并能对不同目标域的选择做出解释；文化模型影响典型范畴的选择从而影响源域的选择；受到文化模型影响的基本等级范畴同样影响了源域的选择；文化模型还通过制约意象图示进而影响目的域的选择。通过研究中英文化妆品广告中的隐喻表达发现,隐喻的确受到特定文化模型的影响和制约。本研究能帮助人们从宏观方面,尤其是文化模型的角度分析和理解概念隐喻的产生；还能帮助人们理解中英文广告的相似点和不同点以及促进中英两种文化间的交流。
[Abstract]:The study of metaphor began with Aristotle and influenced the field of metaphor study in 2000. Traditionally, metaphor is regarded as a rhetorical device in traditional linguistics, which is a deviation from normal language. In the late 1970s, it benefited from the vigorous development of cognitive linguistics, cognitive psychology and so on. Metaphor, published in 1980, breaks the limitations of traditional metaphor studies and opens a new chapter in the study of metaphor from a cognitive perspective. Metaphor is viewed as a way of thinking, and it is a process of projection from source domain to target domain. It is no longer a deviation from language, but a latent way of cognition. This cognitive style is based on people's daily physical experience, and people living in a specific cultural model, behavior and thinking will be affected by the cultural model. Therefore, it is reasonable to believe that cultural models influence the generation of metaphors, and at the same time, the conceptual metaphors produced by different cultural models are different. However, how cultural models affect the production of conceptual metaphors, and what factors contribute to the generation of different metaphors are rarely addressed in previous literature. Therefore, this article selects Chinese and English female cosmetics advertisement as the analysis object, through the collection arrangement analysis summary, uses the comparative analysis method to answer these questions in detail. All of the materials are from fashion magazines, the Internet and the existing master's thesis on cosmetics advertising. The ultimate goal of advertising is to encourage or stimulate consumers to buy goods through propaganda, so we have reason to believe that advertising language is closely related to a particular culture. In the past, the researches on cosmetics advertisements tended to focus on micro aspects, that is, language, grammar, rhetoric and so on. Although there are some studies on the macroscopic aspects of advertising such as society and culture, there are few researches on metaphor from the perspective of cultural model. Although China and Britain have different cultural customs and customs, because the two peoples live in the same world, the same space and time, and the same body structure, there are similarities between the two countries' metaphorical languages in the cultural background that they do not use. Through comparative analysis, it is found that the cultural model influences the production of conceptual metaphor and explains the choice of different target domains, while the cultural model influences the choice of typical category and thus the choice of source domain. The basic hierarchical category influenced by the cultural model also affects the choice of the source domain, and the cultural model also influences the choice of the destination domain by restricting the image representation. Through the study of metaphorical expressions in cosmetics advertisements in Chinese and English, it is found that metaphor is really influenced and restricted by specific cultural models. This study can help people to analyze and understand the emergence of conceptual metaphors from a macro perspective, especially from the perspective of cultural models; it can also help people understand the similarities and differences between Chinese and English advertising and promote the communication between Chinese and English cultures.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

【参考文献】