从社会认知角度看广告中的性别隐喻
发布时间：2022-05-05 19:56
本文从Cosmopolitan, Elle,Marie Claire,《时尚伊人》,《伊人风尚》等杂志中收集了33则广告,从社会认知的角度出发,从两个方面对广告中的性别隐喻进行了分析。一是从微观的角度,以Black的互动论（Interaction Theory）为基础,并结合Sperber和Wilson的关联理论（Relevance Theory）,对广告中出现的性别隐喻的类型进行分析;二是根据Fairclough的语篇分析三维模式,从宏观角度进行分析与广告中性别隐喻有关的社会因素。从微观的角度,广告中的性别隐喻类型可以分为三大类:A COMMODITY IS A MAN/WOMAN, A MAN/WOMAN IS A PRIMARY PERSON,A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES。从宏观的角度分析,性别是一个社会概念,反映了社会对性别角色的定义以及两性对自身性别角色的理解。尽管社会一直在倡导女性地位的提高,倡导男女平等,社会中仍然存在对女性不平等对待的现象,甚至在广告中。女性形象在广告中被渺小化...
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
1.1 Gender Metaphors in Advertising
1.2 Significance and Objectives
1.3 Layout of the Thesis
Chapter Two LITERATURE REVIEW
2.1 Review of Research on Advertising
2.1.1 Definition and Functions of Advertising
2.1.2 Literature Related with Advertising
2.2 Review of Research on Gender Metaphor
2.3 Review of Cognitive Approaches to Metaphor Studies
2.3.1 The Interaction Theory
2.3.2 Lakoff & Johnson’s Conceptual Metaphor Theory
2.3.3 Topic-vehicle Approach
Chapter Three THEORETICAL FRAMEWORK
3.1 Overview
3.2 Black’s Interaction Theory
3.3 Relevance Theory
3.3.1 Context and Contextual Effects
3.3.2 Ostensive-Inferential Communication
3.3.3 Weak Implicatures
3.4.F airclough’s Three-dimensional Model of Critical Discourse Analysis
Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING
4.1 Overview
4.2 A COMMODITY IS A MAN/WOMAN
4.3 A MAN/WOMAN IS A PRIMARY PERSON
4.4 A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES
Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING
5.1 Overview
5.2 Language and Ideology
5.3 Gender Issues and the Society
5.4 A Critical Analysis of Gender Metaphors
Chapter Six CONCLUSION
6.1 Summary of the Research and Findings
6.2 Limitations and Prospects for Future Study
References
【参考文献】：
期刊论文
[1]认知语言学的社会转向[J]. 苏晓军. 外国语(上海外国语大学学报). 2009(05)
[2]国外隐喻研究综述[J]. 林书武. 外语教学与研究. 1997(01)
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：3650912
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
1.1 Gender Metaphors in Advertising
1.2 Significance and Objectives
1.3 Layout of the Thesis
Chapter Two LITERATURE REVIEW
2.1 Review of Research on Advertising
2.1.1 Definition and Functions of Advertising
2.1.2 Literature Related with Advertising
2.2 Review of Research on Gender Metaphor
2.3 Review of Cognitive Approaches to Metaphor Studies
2.3.1 The Interaction Theory
2.3.2 Lakoff & Johnson’s Conceptual Metaphor Theory
2.3.3 Topic-vehicle Approach
Chapter Three THEORETICAL FRAMEWORK
3.1 Overview
3.2 Black’s Interaction Theory
3.3 Relevance Theory
3.3.1 Context and Contextual Effects
3.3.2 Ostensive-Inferential Communication
3.3.3 Weak Implicatures
3.4.F airclough’s Three-dimensional Model of Critical Discourse Analysis
Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING
4.1 Overview
4.2 A COMMODITY IS A MAN/WOMAN
4.3 A MAN/WOMAN IS A PRIMARY PERSON
4.4 A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES
Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING
5.1 Overview
5.2 Language and Ideology
5.3 Gender Issues and the Society
5.4 A Critical Analysis of Gender Metaphors
Chapter Six CONCLUSION
6.1 Summary of the Research and Findings
6.2 Limitations and Prospects for Future Study
References
【参考文献】：
期刊论文
[1]认知语言学的社会转向[J]. 苏晓军. 外国语(上海外国语大学学报). 2009(05)
[2]国外隐喻研究综述[J]. 林书武. 外语教学与研究. 1997(01)
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：3650912
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