本文關(guān)鍵詞： 仿擬 概念整合 關(guān)聯(lián) 認(rèn)知解讀　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著人類社會(huì)步入信息時(shí)代,廣告作為一種推銷商品的最好方式,已經(jīng)遍布了人們生活的每一個(gè)角落。為了快速吸引顧客的眼球,廣告設(shè)計(jì)者們費(fèi)盡心思遣詞造句來設(shè)計(jì)廣告。仿擬作為一種“舊瓶裝新酒”的語言手段,如今被越來越廣泛地應(yīng)用于雜志、報(bào)紙、廣告、電視等多種傳播媒體。之前大多對仿擬現(xiàn)象的研究只停留在修辭和美學(xué)層面上,而本文將從認(rèn)知語言學(xué)的視角,以語言學(xué)中的兩大基本理論——概念整合理論和關(guān)聯(lián)理論為基礎(chǔ)來全方位解讀仿擬語在廣告中的運(yùn)用。 由Fauconnier和Turner提出的概念整合理論是對心理空間理論的進(jìn)一步發(fā)展和完善,是認(rèn)知語言學(xué)的重要組成部分。概念整合旨在將兩個(gè)輸入心理空間通過跨空間的部分映射匹配起來,將兩個(gè)輸入空間有選擇地投射到一個(gè)合成空間,并通過組合、完善和擴(kuò)展的過程生成輸入空間所沒有的層創(chuàng)結(jié)構(gòu)。Sperber和Wilson提出的關(guān)聯(lián)理論把語言交際看作是一種明示——推理的認(rèn)知過程,其基本原則就是在任何給定語境中,人們的言語總是關(guān)聯(lián)的。所以,正確理解發(fā)話者的話語,就必須通過語境來尋找信息的關(guān)聯(lián),然后再根據(jù)話語和語境的關(guān)聯(lián)進(jìn)行推理。 本文基于概念整合理論的四空間模型,加上一個(gè)關(guān)聯(lián)空間,提出了一個(gè)新的整合模型,并認(rèn)為該模型適用于仿擬研究。該模型包含了五個(gè)空間：四個(gè)概念整合網(wǎng)絡(luò)中的空間和一個(gè)根據(jù)關(guān)聯(lián)理論補(bǔ)充的關(guān)聯(lián)空間。在這個(gè)模型中,概念整合理論和關(guān)聯(lián)理論互相補(bǔ)充。 本論文采用此理論合成模型,對中英文廣告中的具體實(shí)例進(jìn)行了圖文分析。廣告設(shè)計(jì)者首先通過應(yīng)用仿擬將交際意圖以言語刺激明示給顧客,然后顧客通過推理完成交際活動(dòng)。在推理過程中,顧客首先根據(jù)相似的發(fā)音、結(jié)構(gòu)和語義,從自己的記憶中尋找出仿擬的本體,然后對本體及本體的語境做出一系列假設(shè),構(gòu)成輸入空間1。同樣,對仿體及仿體的語境做出一系列假設(shè),構(gòu)成輸入空間2。所有的信息都與最終的交際意圖有著最佳關(guān)聯(lián)。接著,在概念整合的過程中,輸入空間中的結(jié)構(gòu)或元素被選擇性地投射到合成空間,通過一系列的組合、完善和擴(kuò)展生成一個(gè)全新的層創(chuàng)結(jié)構(gòu)。層創(chuàng)結(jié)構(gòu)包含著廣告設(shè)計(jì)者想要傳遞給顧客的信息,因此仿擬被成功解讀。另外,本文還分析了一些不成功的廣告案例,為廣告設(shè)計(jì)者做出好的廣告提出了建議。 本論文采用概念整合理論和關(guān)聯(lián)理論的合成模型,試圖揭示仿擬的語義建構(gòu)和解讀過程,并證明概念整合理論和關(guān)聯(lián)理論對仿擬具有強(qiáng)大的闡釋力量,同時(shí)幫助廣告設(shè)計(jì)者更好掌握廣告語中仿擬的應(yīng)用技巧。
[Abstract]:With the human society stepping into the information age, advertising, as the best way to promote goods, has spread all over every corner of people's lives, in order to attract the attention of customers quickly. Advertising designers have struggled with words and phrases to design advertisements. Imitation, as a language of "old bottles and new wines," is increasingly being used in magazines, newspapers and advertisements. Television and other media. Most of the previous studies of imitation phenomenon only stay on the rhetorical and aesthetic level, and this paper will be from the perspective of cognitive linguistics. On the basis of two basic theories in linguistics, conceptual integration theory and relevance theory, this paper interprets the application of parody in advertising. The theory of conceptual integration put forward by Fauconnier and Turner is a further development and perfection of the theory of mental space. Conceptual integration is an important part of cognitive linguistics. The purpose of conceptual integration is to match two input mental spaces through cross-space partial mapping and to project two input spaces into a composite space selectively. And through the combination. The relevance theory proposed by Sperber and Wilson, which is a hierarchical structure that is not in the input space of the perfect and extended process, regards language communication as an ostensive-inferential cognitive process. The basic principle is that in any given context, people's speech is always relevant. Therefore, to correctly understand the utterance of the speaker, we must find the relevance of information through context. Then we infer according to the relevance of discourse and context. In this paper, a new integration model is proposed based on the four-space model of conceptual integration theory and an associated space. The model consists of five spaces: space in four concept integration networks and an association space supplemented by relevance theory. In this model. Conceptual integration theory and relevance theory complement each other. This thesis uses this theoretical synthesis model to analyze the concrete examples of Chinese and English advertisements. The advertising designers first express the communicative intention to the customers with verbal stimulation through the use of parody. In the process of reasoning, the customer first finds the imitation ontology from his memory according to the similar pronunciation, structure and semantics. Then we make a series of assumptions about ontology and the context of ontology, which constitute the input space. 1. Similarly, we make a series of hypotheses on the context of imitation and imitation. All information is best related to the final communicative intention. Then, in the process of conceptual integration, the structure or elements in the input space are selectively projected to the synthesis space. Through a series of combinations, perfect and expand to create a new layer of structure. The layer of creative structure contains the information that the advertising designer wants to convey to the customer, so the imitation is successfully interpreted. This paper also analyzes some unsuccessful advertising cases and provides suggestions for advertising designers to make good advertisements. This thesis uses the combination model of Conceptual Integration Theory and relevance Theory to try to reveal the semantic construction and interpretation process of parody and prove that Conceptual Integration Theory and relevance Theory have powerful power to explain parody. At the same time, it helps the advertisement designer to master the application skills of parody in advertising language.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H15;H315

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