概念整合理论视角下中文平面公益广告的修辞研究
发布时间：2018-11-12 13:20
【摘要】：公益广告最早产生于20世纪40年代的美国，与商业广告相比，公益广告在传播目的和表现手法上都各有不同。公益广告的修辞应用和运用特点直接影响其意义输出和传播效果。本文采用理论分析和实证分析相结合的研究方法，利用福柯尼耶（Fauconnier）和特纳（Turner）提出的概念整合理论，，通过具体实例的研究，对中文平面公益广告修辞意义的建构和理解的过程进行剖析，将其分为语言修辞和视觉修辞两个部分。语言修辞按照修辞手法的不同分为：比喻、比拟、双关、仿拟、对偶、对比和夸张。视觉修辞分为：单独图像式和图文结合式。我们依据图像与现实事物的关系将单独图像式分为视觉隐喻和视觉转喻；根据文字和图片之间的意义结构关系把图文结合式分为锚定式和接力式两种。并且，针对不同的修辞手法对具体的广告作品实例进行概念整合分析。 本文研究发现，语言修辞的整合网络类型规律性比较明显：比喻和比拟一般属于单域型网络类型；双关和仿拟属于简单型网络类型；对偶和双关属于镜像型网络类型；夸张属于双域型网络类型。而视觉修辞网络类型规律则不十分统一，不同的修辞手法可能属于同一种概念整合网络类型，而一种修辞手法也可能运用多种整合类型。 最后，我们对影响平面广告修辞运用的认知因素进行了分析。其中，社会文化心理因素包括：社会文化因素和社会心理因素；个人心理因素包括：个人心理诉求和个人特性。本文认为社会文化心理因素是读者接受和理解广告作品的基础，而个人心理因素则成为完善和提高广告传播效果，促使每个个体读者从中受益的催化剂。
[Abstract]:Public service advertisement originated in America in 1940s. Compared with commercial advertisement, public service advertisement has different communication purpose and expression method. The rhetorical application and application characteristics of public service advertisement directly affect its meaning output and dissemination effect. This paper adopts the research method of combining theoretical analysis with empirical analysis, using Conceptual Integration Theory proposed by (Fauconnier) and Turner (Turner). This paper analyzes the process of constructing and understanding the rhetorical meaning of Chinese print public service advertisement and divides it into two parts: language rhetoric and visual rhetoric. Language rhetoric is divided into metaphor, analogy, pun, imitation, duality, contrast and exaggeration. Visual rhetoric can be divided into two types: single image and combination of picture and text. According to the relation between the image and the real thing, we divide the individual image type into visual metaphor and visual metonymy, and according to the meaning structure relation between the text and the picture, the combination of the picture and the text can be divided into two types: anchor type and relay type. Furthermore, the conceptual integration of concrete examples of advertising works is carried out according to different rhetorical devices. This paper finds that the integrated network types of language rhetoric are regular: analogy and analogy generally belong to single domain network type puns and parody belong to simple network type dual and pun belong to mirror network type; Hyperbole belongs to the type of double-domain network. However, the pattern of visual rhetoric network types is not uniform. Different rhetorical devices may belong to the same conceptual integration network type, and a single rhetoric device may also use a variety of integration types. Finally, we analyze the cognitive factors that affect the use of print advertising rhetoric. Among them, social and cultural psychological factors include: social and cultural factors and social psychological factors, and individual psychological factors include: individual psychological demands and individual characteristics. This paper holds that social and cultural psychological factors are the basis for readers to accept and understand advertising works, while individual psychological factors become the catalyst to perfect and improve the effect of advertising communication and to promote each individual reader to benefit from it.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
本文编号：2327238
[Abstract]:Public service advertisement originated in America in 1940s. Compared with commercial advertisement, public service advertisement has different communication purpose and expression method. The rhetorical application and application characteristics of public service advertisement directly affect its meaning output and dissemination effect. This paper adopts the research method of combining theoretical analysis with empirical analysis, using Conceptual Integration Theory proposed by (Fauconnier) and Turner (Turner). This paper analyzes the process of constructing and understanding the rhetorical meaning of Chinese print public service advertisement and divides it into two parts: language rhetoric and visual rhetoric. Language rhetoric is divided into metaphor, analogy, pun, imitation, duality, contrast and exaggeration. Visual rhetoric can be divided into two types: single image and combination of picture and text. According to the relation between the image and the real thing, we divide the individual image type into visual metaphor and visual metonymy, and according to the meaning structure relation between the text and the picture, the combination of the picture and the text can be divided into two types: anchor type and relay type. Furthermore, the conceptual integration of concrete examples of advertising works is carried out according to different rhetorical devices. This paper finds that the integrated network types of language rhetoric are regular: analogy and analogy generally belong to single domain network type puns and parody belong to simple network type dual and pun belong to mirror network type; Hyperbole belongs to the type of double-domain network. However, the pattern of visual rhetoric network types is not uniform. Different rhetorical devices may belong to the same conceptual integration network type, and a single rhetoric device may also use a variety of integration types. Finally, we analyze the cognitive factors that affect the use of print advertising rhetoric. Among them, social and cultural psychological factors include: social and cultural factors and social psychological factors, and individual psychological factors include: individual psychological demands and individual characteristics. This paper holds that social and cultural psychological factors are the basis for readers to accept and understand advertising works, while individual psychological factors become the catalyst to perfect and improve the effect of advertising communication and to promote each individual reader to benefit from it.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
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