中英公益广告中概念隐喻的比较研究

发布时间：2023-07-25 05:52

　　当今,公益广告在我们的工作、学习和日常生活中起着越来越重要的作用。随着社会和经济的快速发展,人们的生活水平大大地提高了。然而同时各种各样的自然灾害和社会问题不断出现并且日益严重,如地震,飓风,环境污染,不道德行为等问题。要想从根本上解决这些问题,单单依靠政府的努力是不够的,这还需要社会大众的参与,需要每个人的参与。因此公益广告的研究也变得重要起来。本文尝试把概念隐喻理论应用于中英公益广告的比较研究中。研究的主要目的是要发现中英公益广告中使用的概念隐喻的异同,并且探讨隐藏于背后的社会文化因素。 隐喻是指把属于某一事物的名称应用于另一事物,这种转换可能是从种到属,或从属到种,或从种到种,但都是建立在相似的基础上。隐喻在我们的日常生活中普遍存在,不仅仅在语言中,而且在我们的行动和思考中。我们用于思考和行动的基本概念系统从本质上说是隐喻性的(Lakoff & Johnson,1987)。自从1980年《我们赖以生存的隐喻》出版后,隐喻开始日益受到广泛的关注。在这本书中,莱考夫和约翰逊挑战了将隐喻当作修辞手法的传统观点,并提出概念隐喻普遍存在于我们的抽象概念和推理中。莱考夫和约翰逊将隐喻...

【文章页数】：95 页

【学位级别】：硕士

【文章目录】：
Abstract
摘要
List of Tables
List of Abbreviations
Chapter One Introduction
Chapter Two Literature Review
    2.1 Public Service Advertisements
        2.1.1 Definition of PSA
        2.1.2 Functions of PSA
        2.1.3 Classification of PSAs
        2.1.4 The Development of PSA in America
        2.1.5 The Development of PSA in China
    2.2 Metaphor
        2.2.1 The Development of Metaphor at Home and Abroad
        2.2.2 The Working Mechanism of Metaphor
        2.2.3 The Function of Metaphor
    2.3 The Conceptual Metaphor Theory
        2.3.1 The Definition of Conceptual Metaphor
        2.3.2 The Philosophical Basis of Conceptual Metaphor—Experientialism
        2.3.3 The Classification of Conceptual Metaphors
        2.3.4 The Characteristics of Conceptual Metaphor
    2.4 Previous Studies on Both PSA and Conceptual Metaphor
        2.4.1 Previous Studies on PSA at Home and Abroad
        2.4.2 Previous Researches on Conceptual Metaphor in Advertisements
Chapter Three Methodology
    3.1 Hypotheses of the study
    3.2 Methodology and Data Collection
    3.3 Criterion Adopted for Metaphor Identification
    3.4 Research Procedure
Chapter Four Data analysis
    4.1 Examlples of Conceptual Metaphors in Chinese PSAs
        4.1.1 Building Metaphors
        4.1.2 War Metaphors
        4.1.3 Journey Metaphors
        4.1.4 Human Metaphors
        4.1.5 Fire Metaphors
        4.1.6 Student metaphors
        4.1.7 Family Metaphor
        4.1.8 Plant Metaphors
        4.1.9 Container Metaphors
    4.2 Examples of Conceptual Metaphors in English PSAs
        4.2.1 Building Metaphors
        4.2.2 War Metaphors
        4.2.3 Journey Metaphors
        4.2.4 Human Metaphors
        4.2.5 Family Metaphors
        4.2.6 Student Metaphors
        4.2.7 Container Metaphors
    4.3 Comparison of Conceptual Metaphors between English and Chinese PSAs
        4.3.1 Comparison of Building Metaphors
        4.3.2 Comparison of War Metaphors
        4.3.3 Comparison of Journey Metaphors
        4.3.4 Comparison of Human Metaphors
        4.3.5 Comparison of Family Metaphors
        4.3.6 Comparison of Container Metaphors
    4.4 Summary
Chapter Five Conclusion
    5.1 Findings of the Study
    5.2 Significance of the Study
    5.3 Limitations and Suggestions of the Study
Bibliography
Source of data
Appendix Ⅰ Data of the Chinese PSAs
Appendix Ⅱ Data of the English PSAs
Acknowledgements
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