认知诗学理论关照下中外叙事广告中品牌形象建构对比研究

发布时间：2018-03-03 12:42

本文选题：品牌形象　切入点：叙事广告　出处：《广东外语外贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：新媒体的迅速发展,人们的思想逐渐多元化,电视广告作为现代社会举足轻重的传播媒介,作为企业的重要宣传手段,担负着介绍产品和服务,吸引顾客,传播企业形象等重要作用。讲故事从古至今一直以来为人们津津乐道,传统的电视广告如今抛开以往空洞、煽情的口号,逐渐与生动、活力的叙事结合,形成一种塑造品牌形象的有效手段。品牌形象与叙事广告联系密切。故事型商业广告往往不同于传统的广告,避免直接推销公司的产品导致消费者的心理反感,而是通过生动的故事建立消费者与品牌之间的一种联系,再通过这种联系建立品牌形象。认知诗学是21世纪初兴起的一门年轻的交叉学科,它来自于认知学科和语言学。基于认知语言学的诗学理论,从人的心理情感、认识机制出发,对于解释广告文本提供不同于以往的角度。本论文结合认知诗学的理论及贝尔的品牌形象模型,对12则中外商业叙事广告(中文、外文广告各6则)文本进行对比分析后认为:(1)把认知诗学的三个子理论:可能世界理论、图形与背景理论、原型形象理论与贝尔的品牌形象理论中的三个子形象:企业形象、使用者形象和产品/服务自身形象结合起来,可以有效地凸显品牌的硬性属性和软性属性,实现品牌的诱导功能、激励功能、劝说功能、推销功能和社会功能;(2)卓越的企业形象通过“可能世界”而建立,同时唤起人们的体验认同和情感认同;(3)商业叙事广告中图形的突显与背景的隐退能强化人们对产品的优点的确认,进而突显良好的产品形象;(4)“原型形象”通过激活广告受众的心理期盼塑造优秀使用者形象;(5)通过揭示品牌的硬性和软性特征,与顾客建立潜在的理智、心理、情感联系是中英叙事广告建立品牌形象所采用的共通机制;(6)中英叙事广告因思维方式、性别偏好和父母对于孩子的关爱不同而在可能世界建立企业形象、图形背景建立产品形象及原型建立使用者形象方面有所差异。
[Abstract]:With the rapid development of new media and the gradual diversification of people's thoughts, television advertisements, as the important media of modern society, as an important propaganda means of enterprises, shoulder the responsibility of introducing products and services to attract customers. Story telling has been talked about by people since ancient times. Today, traditional TV advertisements put aside their empty, emotive slogans and gradually combine with vivid and dynamic narratives. The brand image is closely related to the narrative advertisement. The story type commercial advertisement is often different from the traditional advertisement, avoiding the direct marketing of the company's products which leads to the consumer's psychological antipathy. But through vivid stories to establish a connection between consumers and brands, and then to build brand images. Cognitive poetics is a young interdisciplinary discipline that emerged in early 21th century. It comes from cognitive science and linguistics. Based on the theory of epistemic linguistics, it starts from people's psychological emotion and cognitive mechanism. This paper combines the theory of cognitive poetics and Bell's brand image model to analyze 12 Chinese and foreign commercial narrative advertisements. Comparing and analyzing the text of six foreign advertisements, the author thinks that the three sub-theories of cognitive poetics are as follows: the theory of possible world, the theory of graphics and background, the theory of prototype image and the three sub-images of Bell's theory of brand image: corporate image. The combination of the user image and the product / service image can effectively highlight the hard and soft attributes of the brand, and realize the induction function, incentive function and persuasion function of the brand. Marketing function and Social function 2) A remarkable corporate image is built through the "World of possibility". At the same time, evoking people's experience identity and emotional identity can strengthen people's recognition of the advantages of the product by highlighting the figure and withdrawing the background in the commercial narrative advertisement. Then highlight the good product image "prototype image" by activating the psychological expectation of the advertising audience to shape the excellent user image / image / 5) by revealing the hard and soft characteristics of the brand, to establish the latent sense and psychology with the customer. Emotional connection is the common mechanism used in the establishment of brand image in Chinese and English narrative advertising. (6) Chinese and English narrative advertisements establish corporate images in the possible world because of their different modes of thinking, gender preference and parents' caring for their children. There are some differences in building product image with graphic background and user image with prototype.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136;H313

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