关联理论指导下对汉语商业广告的隐喻分析 ——以五百强企业为例
发布时间：2022-02-15 09:17
人类的生活离不开隐喻。本文以Sperber和Wilson的关联理论为框架进行分析,希望能在对以下问题的分析中找到新的发现：在汉语广告中,隐喻出现的频率情况如何?汉语广告中的隐喻呈现出什么样的特点?汉语广告中的隐喻如何诱导受众去理解?汉语广告门类众多,以关联理论为指导的理解过程呈现什么样的特点?广告市场缤纷复杂,经济实力强大的企业实体所投放的广告更具有广告特征的典型性。本文根据2009年《财富》杂志所评选的世界五百强企业名单,以这些企业在华市场所投放的351条5大类产品（家用电器类,食品类,服务类,汽车类,医药及保健用品类等）广告为案例,从中找到了301条含有隐喻的广告,进行分析描述性分析,力图解释和回答上述所提出的问题。概念隐喻分为结构隐喻,方位隐喻以及实体隐喻三类。作者发展在汉语广告中,特别是纯汉语语言广告,直接使用标准隐喻语言“A是B”的情况相对较低,在所有隐喻广告语中使用比例仅约为2%；同时,结构隐喻形式在所有隐喻中占绝大部分,比例高达81.2%,而方位隐喻以及实体隐喻的使用比例则相对少很多。在广告中,隐喻既可以作为一种明示刺激使广告变得更为有力,同时又可以传递出一种弱隐含使广告...
【文章来源】：大连理工大学辽宁省211工程院校985工程院校教育部直属院校
【文章页数】：59 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
1 Introduction
1.1 Purpose and Problem
1.2 Organization
2 Literature Review
2.1 Advertising
2.1.1 Definition and Functions of Advertising
2.1.2 Literature Relevant to Advertising Language
2.2 Metaphor
2.2.1 Short Introduction about Studies of Metaphor
2.3 Relevance Theory
2.3.1 Context
2.3.2 Ostensive-Inferential Communication
2.3.3 Cognitive Environment and Mutual Manifestation
2.3.4 Contextual Effects and Processing Effort
2.3.5 Relevance and Optimal Relevance
2.3.6 Explicatures and Implicatures
3 Methodology
3.1 Research Questions
3.2 Data Collection
3.3 Data Analysis and Description
4 An Approach Based on the Relevance Theory to the Metaphors in the Chineseadvertisementss from the Top 500 Companies
4.1 Advertising's Role of Ostensive-Inferential Communication
4.1.1 Advertising's Ostension Role
4.1.2 Advertising's Inference Role
4.2 Application of Metaphors in Advertising
4.3 Different Angle's Account of Metaphors'Application in the Found Advertisements with the Relevance Theory
4.3.1 Verbal Metaphors
4.3.2 Verbal-Visual Metaphors
4.3.3 Pictorial Metaphors
4.3.4 Metaphors in the Televison Advertising
4.4 A Short Summary
5 Conclusions
5.1 Significance
5.2 Limitations
Bibliography
Publications During MA Study
Acknowledgements
【参考文献】：
期刊论文
[1]隐喻的关联性论述[J]. 郑艳霞. 四川外语学院学报. 2004(01)
[2]隐喻的语用阐释[J]. 李勇忠. 山东外语教学. 2002(03)
[3]Grice语用学说与关联理论[J]. 何自然. 外语教学与研究. 1995(04)
硕士论文
[1]广告中隐喻的含义分析[D]. 王梅.河北师范大学 2002
本文编号：3626361
【文章来源】：大连理工大学辽宁省211工程院校985工程院校教育部直属院校
【文章页数】：59 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
1 Introduction
1.1 Purpose and Problem
1.2 Organization
2 Literature Review
2.1 Advertising
2.1.1 Definition and Functions of Advertising
2.1.2 Literature Relevant to Advertising Language
2.2 Metaphor
2.2.1 Short Introduction about Studies of Metaphor
2.3 Relevance Theory
2.3.1 Context
2.3.2 Ostensive-Inferential Communication
2.3.3 Cognitive Environment and Mutual Manifestation
2.3.4 Contextual Effects and Processing Effort
2.3.5 Relevance and Optimal Relevance
2.3.6 Explicatures and Implicatures
3 Methodology
3.1 Research Questions
3.2 Data Collection
3.3 Data Analysis and Description
4 An Approach Based on the Relevance Theory to the Metaphors in the Chineseadvertisementss from the Top 500 Companies
4.1 Advertising's Role of Ostensive-Inferential Communication
4.1.1 Advertising's Ostension Role
4.1.2 Advertising's Inference Role
4.2 Application of Metaphors in Advertising
4.3 Different Angle's Account of Metaphors'Application in the Found Advertisements with the Relevance Theory
4.3.1 Verbal Metaphors
4.3.2 Verbal-Visual Metaphors
4.3.3 Pictorial Metaphors
4.3.4 Metaphors in the Televison Advertising
4.4 A Short Summary
5 Conclusions
5.1 Significance
5.2 Limitations
Bibliography
Publications During MA Study
Acknowledgements
【参考文献】：
期刊论文
[1]隐喻的关联性论述[J]. 郑艳霞. 四川外语学院学报. 2004(01)
[2]隐喻的语用阐释[J]. 李勇忠. 山东外语教学. 2002(03)
[3]Grice语用学说与关联理论[J]. 何自然. 外语教学与研究. 1995(04)
硕士论文
[1]广告中隐喻的含义分析[D]. 王梅.河北师范大学 2002
本文编号：3626361
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