从概念整合理论解读中文平面公益广告
发布时间：2021-03-22 09:45
公益广告是现代社会的产物,是为了社会公众的切身利益而提供服务的非商业性广告。公益广告的作用是通过传播某种有益于社会的观念,营造良好的社会道德风尚,营造绿色人类生存环境,使人类得以健康发展,社会得以文明进步。当前国内外不少学者从功能语法、言语行为、修辞手段等对广告语进行了研究,而从概念整合的角度对公益广告语的研究尚不多见。本文以中文平面公益广告为研究对象,从Fauconnier和Turner提出的概念整合的认知角度出发,运用四种空间网络理论即简式网络（simplex networks）、镜像网络（mirror networks）、单域网络（single-scope networks）和双域网络（double-scope networks）为主要理论框架对其进行分析,研究探讨广大受众如何理解公益广告中的意义,尤其是其创新意义。作者通过收集国内各大广告比赛中的获奖平面公益广告,选取其中二十二个为例,分别分析它们在词汇组合、语法结构、修辞手段、视觉修辞等方面的意义建构,进一步阐释受众理解公益广告中创新意义的心智过程,并得出以下结论：1.概念整合理论在解读中文公益广告过程中发挥自己的优势。它不仅...
【文章来源】：广西师范大学广西壮族自治区
【文章页数】：67 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
List of Figures
Chapter 1 Introduction
1.1 Background of the Present Research
1.2 Objective and Significance of the Present Research
1.3 Methodology
1.3.1 Data Sampling Criteria
1.3.2 Medium Sampling Criteria
1.4 Research Questions
1.5 Outline of the Present Thesis
Chapter 2 Literature Review
2.1 Literature on Conceptual Blending Theory at Home and Abroad
2.1.1 Studies of Conceptual Blending Theory Abroad
2.1.2 Studies of Conceptual Blending Theory at Home
2.2 Literature on Public Service Advertisements at Home and Abroad
2.2.1 Studies of Public Service Advertisements Abroad
2.2.2 Studies of Public Service Advertisements at Home
2.2.2.1 Stylistic Approach
2.2.2.2 Functional Approach
2.2.2.3 Semiotic Approach
2.3 Definition of the Public Service Advertisement
2.3.1 Definition of the Public Service Advertisement
2.3.2 Definition of the Chinese Public Service Advertisement in the Present Research
Chapter 3 Theoretical Framework
3.1 Mental Space Theory
3.1.1 A Brief Review of Mental Space
3.1.2 Definition of Mental Space
3.1.3 The Access Principle
3.2 Conceptual Blending Theory
3.2.1 The Network Model of Conceptual Blending
3.2.2 The Process of Conceptual Blending
3.2.3 Types of Conceptual Blending Networks
3.2.3.1 Simplex Networks
3.2.3.2 Mirror Networks
3.2.3.3 Single-Scope Networks
3.2.3.4 Double-Scope Networks
3.3 Summary
Chapter4 Analysis of Chinese Public Service Advertisements from the Perspective of Conceptual Blending
4.1 Meaning Construction in the Compound
4.1.1 Conceptual Blending and Noun-Noun Compound
4.1.2 Conceptual Blending and Adjective-Noun Compound
4.2 Meaning Construction in Syntactic Structures
4.2.1 Conceptual Blending and Imperative Sentences
4.2.2 Conceptual Blending and Counterfactual Conditionals
4.3 Meaning Construction in Rhetorical Figures
4.3.1 Conceptual Blending and Hyperbole
4.3.2 Conceptual Blending and Analogy
4.4 Meaning Construction in Visual Rhetoric
4.4.1 Visual Rhetoric
4.4.2 Visual Metaphor
4.4.3 Visual Metaphor and Conceptual Blending
4.4.3.1 Simile and Conceptual Blending
4.4.3.2 Hybrid and Conceptual Blending
4.4.3.3 Contextual and Conceptual Blending
4.4.4 Visual Metonymy and Conceptual Blending
4.5 Summary
Chapter 5 Conclusion
5.1 Main Findings
5.2 Limitations and Suggestions for Further Studies
Bibliography
Appendix
Publications during the Postgraduate Program
Acknowledgements
本文编号：3093997
【文章来源】：广西师范大学广西壮族自治区
【文章页数】：67 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
List of Figures
Chapter 1 Introduction
1.1 Background of the Present Research
1.2 Objective and Significance of the Present Research
1.3 Methodology
1.3.1 Data Sampling Criteria
1.3.2 Medium Sampling Criteria
1.4 Research Questions
1.5 Outline of the Present Thesis
Chapter 2 Literature Review
2.1 Literature on Conceptual Blending Theory at Home and Abroad
2.1.1 Studies of Conceptual Blending Theory Abroad
2.1.2 Studies of Conceptual Blending Theory at Home
2.2 Literature on Public Service Advertisements at Home and Abroad
2.2.1 Studies of Public Service Advertisements Abroad
2.2.2 Studies of Public Service Advertisements at Home
2.2.2.1 Stylistic Approach
2.2.2.2 Functional Approach
2.2.2.3 Semiotic Approach
2.3 Definition of the Public Service Advertisement
2.3.1 Definition of the Public Service Advertisement
2.3.2 Definition of the Chinese Public Service Advertisement in the Present Research
Chapter 3 Theoretical Framework
3.1 Mental Space Theory
3.1.1 A Brief Review of Mental Space
3.1.2 Definition of Mental Space
3.1.3 The Access Principle
3.2 Conceptual Blending Theory
3.2.1 The Network Model of Conceptual Blending
3.2.2 The Process of Conceptual Blending
3.2.3 Types of Conceptual Blending Networks
3.2.3.1 Simplex Networks
3.2.3.2 Mirror Networks
3.2.3.3 Single-Scope Networks
3.2.3.4 Double-Scope Networks
3.3 Summary
Chapter4 Analysis of Chinese Public Service Advertisements from the Perspective of Conceptual Blending
4.1 Meaning Construction in the Compound
4.1.1 Conceptual Blending and Noun-Noun Compound
4.1.2 Conceptual Blending and Adjective-Noun Compound
4.2 Meaning Construction in Syntactic Structures
4.2.1 Conceptual Blending and Imperative Sentences
4.2.2 Conceptual Blending and Counterfactual Conditionals
4.3 Meaning Construction in Rhetorical Figures
4.3.1 Conceptual Blending and Hyperbole
4.3.2 Conceptual Blending and Analogy
4.4 Meaning Construction in Visual Rhetoric
4.4.1 Visual Rhetoric
4.4.2 Visual Metaphor
4.4.3 Visual Metaphor and Conceptual Blending
4.4.3.1 Simile and Conceptual Blending
4.4.3.2 Hybrid and Conceptual Blending
4.4.3.3 Contextual and Conceptual Blending
4.4.4 Visual Metonymy and Conceptual Blending
4.5 Summary
Chapter 5 Conclusion
5.1 Main Findings
5.2 Limitations and Suggestions for Further Studies
Bibliography
Appendix
Publications during the Postgraduate Program
Acknowledgements
本文编号：3093997
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