概念整合理论视角下英语化妆品广告意义构建的个案研究

发布时间：2019-01-07 21:15

【摘要】：当广告创作者根据消费者的消费心理和思维习惯进行创作，广告情节才能更大程度地吸引受众。大量学者已经从符号学,语用学,修辞学角度对广告语的解读做出了研究。这些研究中,意义构建过程被认为是编码或解码的过程,或者是推理的过程。然而,广告作为一种特殊的沟通形式,目的是能够在瞬间吸引观众的注意力,激发他们的购买欲望,促进产生购买行为。因此,广告在意义构建的同时也是一个互动的过程,复杂的心理解读过程,一个动态认知过程。运用认知语言学的方法对广告意义构建过程的研究,还有待进一步的扩展。本文采用了定性研究方法，对优秀广告案例中的概念整合过程进行观察，内省,演绎，对重要关系的压缩过程以及优化原则的使用情况作出分析，为广告设计者提供一个广告意义构建的认知语言学框架，，为创作者如何运用概念整合的思维进行广告创作提出了建议。在对18个化妆品广告案例进行了研究后，本文得出以下结论。概念整合理论为英语化妆品的意义构建和解读提供了一个新的视角。广告意义的构建过程同时也是一个认知的过程，输入元素和重要的关系在优化原则的指导下通过整合被压缩在一幅图片里传达出广告的内涵。优化原则的使用为化妆品广告意义构建提供了一个优化方法，帮助化妆品广告创作者创作出更有整合内涵更有吸引力的作品。本论文分为六个部分第一章主要对研究背景,研究意义,研究目的的简介,并提出了研究问题。第二章对国内外化妆品广告的研究,广告意义构建的相关研究作了文献回顾。第三章是了理论框架部分,对概念整合理论做出了详细阐释,包括其理论背景及运作机制。本论文的核心部分是第四章。第四章介绍了本论文的数据来源和研究方法。第五章对具体的英文广告案例中的概念整合过程进行了详尽的分析，按照概念整合理论中的重要关系种类和优化原则对广告案例进行了分类。第六章是对以上研究的总结,研究的结论,不足之处以及对今后研究的启发，并且运用概念整合思维进行广告创作的建议也将在本章中给出。
[Abstract]:When the advertisement creators create according to the consumer's consumption psychology and thinking habits, the advertising plot can attract the audience to a greater extent. A large number of scholars have studied the interpretation of advertising language from the perspectives of semiotics, pragmatics and rhetoric. In these studies, the process of meaning construction is considered to be a process of coding or decoding, or a process of reasoning. However, as a special form of communication, advertising can attract the attention of the audience in an instant, stimulate their purchase desire and promote the purchase behavior. Therefore, advertising is an interactive process, a complex psychological interpretation process and a dynamic cognitive process. The research on the process of advertising meaning construction by means of cognitive linguistics still needs to be further expanded. This paper uses qualitative research method to observe, introspection, deduce, compress process of important relation and use of optimization principle in excellent advertising cases. This paper provides a cognitive linguistic framework for advertising designers to construct the meaning of advertising, and gives some suggestions on how to use conceptual integration thinking to create advertisements. After the study of 18 cosmetic advertising cases, this paper draws the following conclusions. Conceptual integration theory provides a new perspective for the construction and interpretation of English cosmetics. The construction process of advertising meaning is also a cognitive process. Under the guidance of optimization principles, input elements and important relationships are compressed into a picture to convey the meaning of advertising. The use of the optimization principle provides an optimization method for the construction of cosmetic advertising meaning, and helps cosmetics advertising creators to create more integrated content and more attractive works. This thesis is divided into six parts: the first chapter is a brief introduction to the research background, research significance and research purpose. The second chapter reviews the domestic and foreign cosmetics advertising research, advertising significance construction related research literature review. The third chapter is the theoretical framework, including the theoretical background and operational mechanism of conceptual integration theory. The core of this thesis is chapter four. The fourth chapter introduces the data sources and research methods of this paper. The fifth chapter makes a detailed analysis of the process of conceptual integration in English advertising cases and classifies advertising cases according to the important relation categories and optimization principles in conceptual integration theory. The sixth chapter is a summary of the above research, research conclusions, shortcomings and inspiration for future research, and the use of conceptual integration thinking for advertising creation suggestions will also be given in this chapter.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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