本文關(guān)鍵詞： 公益廣告 關(guān)聯(lián)理論 新奇隱喻　出處：《山東師范大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：公益廣告以其簡約但不簡單的形式在當(dāng)今社會(huì)日益發(fā)揮著不可忽視的作用。與商業(yè)廣告不同，公益廣告不以盈利為目的而是以溫馨但寓意豐富的語言向公眾宣傳教育，達(dá)到逐漸改變公眾的態(tài)度和規(guī)范公眾行為的目的。隱喻多用于公益廣告原因有三。一是，隱喻本身有勸說的功能，而這恰恰是公益廣告的一個(gè)最主要的功能；另外，隱喻雖內(nèi)容短小卻內(nèi)涵豐富，因此可以產(chǎn)生大量額外的詩性效果，這也符合廣告節(jié)約成本的實(shí)際；再次，隱喻是一種明示刺激，所以容易引起人們的關(guān)注，公益廣告也希望就某些社會(huì)問題能夠引起大眾的注意。國內(nèi)外很多學(xué)者都對(duì)商業(yè)廣告從不同的角度進(jìn)行了研究。而對(duì)公益廣告的研究則比較少如從語言學(xué)的角度如順應(yīng)論、違反合作原則、會(huì)話含義、人際意義、跨文化的差異以及概念合成等角度進(jìn)行了少量研究，至于分別從關(guān)聯(lián)理論和隱喻視角對(duì)公益廣告的分析少之又少，更不用說是將這兩方面結(jié)合起來去分析論述。本人立足于前人的研究，以Sperber Wilson的關(guān)聯(lián)理論為框架基礎(chǔ)同時(shí)結(jié)合概念整合理論去解讀公益廣告中存在的新奇隱喻。關(guān)聯(lián)理論認(rèn)為交際是一個(gè)明示—推理的過程，話語的理解要遵循最基本的原則關(guān)聯(lián)原則。同時(shí)對(duì)于隱喻，關(guān)聯(lián)理論也做出了全新的闡釋：認(rèn)為隱喻的理解不需任何特殊的機(jī)制，隱喻理解的過程實(shí)際上是尋求關(guān)聯(lián)的認(rèn)知過程，新奇隱喻是隱喻的一種，所以新奇隱喻的理解過程從本質(zhì)上來說也是一個(gè)尋找關(guān)聯(lián)的過程。因此，理解公益廣告中的新奇隱喻就涉及明示—推理的過程。概念整合理論的引入是因?yàn)樗谝欢ǔ潭壬蠌浹a(bǔ)了關(guān)聯(lián)理論的不足：它針對(duì)概念的整合或概念域間的映射運(yùn)作提出了具體的方法。 本文的語料全部來自網(wǎng)絡(luò),共100條廣告，英漢各占50條，，主要采用定性法對(duì)其中的40條進(jìn)行分析。以關(guān)聯(lián)理論為基礎(chǔ)框架解讀公益廣告中的新奇隱喻，探尋話語理解的內(nèi)部機(jī)制。本文研究的意義在于可以讓受眾更好地去理解包含新奇隱喻的公益廣告，使此公益廣告的目的能真正順利地達(dá)成；其次，有利于公益廣告的設(shè)計(jì)與創(chuàng)新；最后，從英語教學(xué)的角度，英語教師應(yīng)有把隱喻隨時(shí)貫穿于英語寫作與閱讀中的意識(shí)，這樣教學(xué)勢必會(huì)取得事半功倍的效果。本研究也存在一定的局限性。首先搜集的資料數(shù)量有限，因此，對(duì)讀者的說服性有待加強(qiáng)；其次，資料的來源基本是網(wǎng)絡(luò)，很少對(duì)報(bào)紙、雜志等上面的廣告進(jìn)行分析。另外，在運(yùn)用理論分析時(shí)，作者有可能出現(xiàn)理解上的偏差與不足。
[Abstract]:Public service advertisements play an increasingly important role in today's society in their simple but not simple form. Unlike commercial advertisements, public service advertising does not aim at profit but propagates and educates the public in warm but meaningful language. To achieve the goal of gradually changing public attitudes and regulating public behavior. Metaphor is often used in public service advertising for three reasons. First, metaphor itself has the function of persuasion, which is precisely one of the most important functions of public service advertising. Metaphor is short but rich in content, so it can produce a large number of additional poetic effects, which is also in line with the reality of cost savings in advertising. Thirdly, metaphor is an explicit stimulus, so it is easy to attract people's attention. Public service advertising also hopes to attract public attention on certain social issues. Many scholars at home and abroad have studied commercial advertising from different angles. But the study of public service advertising is less than from a linguistic point of view such as adaptation theory. In violation of the principles of cooperation, conversational implicature, interpersonal meaning, cross-cultural differences and conceptual composition, there are few studies on the analysis of public service advertising from the perspective of relevance theory and metaphor, respectively. Not to mention the combination of these two aspects to analyze and expound. Based on Sperber Wilson's relevance Theory and Conceptual Integration Theory, this paper attempts to interpret the novel metaphors in public service advertising. Relevance Theory holds that communication is an ostensive-inferential process. The comprehension of utterance should follow the most basic principle of relevance. At the same time, relevance theory has also made a new interpretation of metaphor: it does not need any special mechanism to understand metaphor. The process of metaphorical understanding is actually a cognitive process of seeking relevance, and novelty metaphor is a kind of metaphor, so the process of understanding novel metaphor is essentially a process of searching for relevance. Understanding novel metaphors in public service advertising involves ostensive-inferential processes. Conceptual integration theory is introduced because to some extent it makes up for the deficiency of relevance theory: it aims at conceptual integration or mapping between conceptual domains. The operation puts forward the concrete method. The corpus of this paper comes from the internet, 100 advertisements, 50 English and Chinese advertisements, 40 of which are analyzed by qualitative method. The novel metaphors in public service advertisements are interpreted on the basis of relevance theory. Explore the internal mechanism of discourse understanding. The significance of this study is to enable the audience to better understand the novel metaphors of public service advertising, so that the purpose of the public service advertising can be really successful. Secondly, Finally, from the perspective of English teaching, English teachers should keep metaphor in their mind of writing and reading. This teaching is bound to achieve twice the result with half the effort. This study also has some limitations. First, the amount of information collected is limited, so the persuasiveness of the readers needs to be strengthened. Secondly, the source of the information is basically the Internet, and rarely for newspapers. In addition, in the use of theoretical analysis, the author may have misunderstandings and deficiencies.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H05

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