本文選題：商業(yè)廣告 + 概念隱喻　； 參考：《中國海洋大學(xué)》2012年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展，廣告在溝通商品信息、引導(dǎo)消費(fèi)者、促進(jìn)商品銷售中的作用越來越大�，F(xiàn)代廣告設(shè)計(jì)不但訴諸于圖像、聲音、文字等媒介，更加注重隱喻尤其新奇隱喻的應(yīng)用。本文旨在從認(rèn)知語言學(xué)理論視角，對廣告中的隱喻進(jìn)行認(rèn)知和功能分析，希望為廣告的設(shè)計(jì)提供借鑒，進(jìn)而達(dá)到預(yù)期的宣傳目的。 隱喻的研究可以追溯到亞里士多德年代，不僅研究歷史久，還涉及到心理學(xué)、哲學(xué)、語言學(xué)、符號學(xué)、認(rèn)知科學(xué)和人類學(xué)等多學(xué)科多角度。而相對于隱喻在其他領(lǐng)域內(nèi)悠久的研究背景，廣告學(xué)界對隱喻的關(guān)注和研究只是近二十年的事情（董芳，2008:23）。 本文采用了定性分析的方法，廣告案例來自英文雜志和網(wǎng)絡(luò)資料。第一章是當(dāng)前研究的重要性，廣告相關(guān)概念，研究方法及論文框架；第二章是概念隱喻及其在廣告中研究的文獻(xiàn)綜述；第三章是理論框架，根據(jù)廣告中源域和目標(biāo)域的模態(tài)數(shù)將文中要研究的隱喻分為單模態(tài)隱喻和多模態(tài)隱喻。鑒于Lakoff的概念隱喻理論主要討論源域到目標(biāo)域的一對一映射，歸類于單模態(tài)隱喻，并用Lakoff概念隱喻的三分類：結(jié)構(gòu)隱喻、方位隱喻和實(shí)體隱喻來分析廣告中圖畫隱喻如何起到勸說和傳遞信息的功能，后者主要通過視覺模態(tài)和聽覺模態(tài)來實(shí)現(xiàn)，鑒于可操作性考慮，，本文主要分析靜態(tài)平面視覺隱喻，即圖文隱喻。圖文隱喻的認(rèn)知解讀作者采用了Fauconnier的概念整合理論，他在概念隱喻兩個(gè)域——源域和目標(biāo)域的基礎(chǔ)上提出了四空間——兩個(gè)輸入域，一個(gè)類屬域和一個(gè)整合空間，并首次提出了曾創(chuàng)結(jié)構(gòu)的概念。在整合中強(qiáng)調(diào)多模態(tài)隱喻如何構(gòu)建意義達(dá)到廣告制作者的目的。第四章是案例分析，運(yùn)用上一章的理論分析了廣告中的單模態(tài)隱喻和多模態(tài)隱喻；第五章給出結(jié)論，總結(jié)了論文研究發(fā)現(xiàn)并指出不足之處，對今后研究提出建議。
[Abstract]:With the development of economy, advertising plays an increasingly important role in communicating commodity information, guiding consumers and promoting commodity sales. Modern advertising design not only appeals to image, sound, writing and other media, but also pays more attention to the application of metaphor, especially novel metaphor. The purpose of this paper is to analyze the cognitive and functional aspects of metaphor in advertising from the perspective of cognitive linguistics in order to provide reference for the design of advertisements and to achieve the desired purpose of propaganda. The study of metaphor can be traced back to the time of Aristotle. It not only has a long history, but also involves psychology, philosophy, linguistics, semiotics, cognitive science and anthropology. Compared with the long research background of metaphor in other fields, the attention and research on metaphor in the advertising field is only two decades old (Dong Fangwei, 2008: 23). This paper uses qualitative analysis method, advertising cases from English magazines and online materials. The first chapter is the importance of the current research, advertising related concepts, research methods and the framework of the paper; the second chapter is the conceptual metaphor and its research in advertising literature review; the third chapter is the theoretical framework, According to the modal number of source domain and target domain in advertising, the metaphors to be studied in this paper are divided into single-modal metaphor and multi-modal metaphor. Since Lakoff's conceptual metaphor theory mainly discusses the one-to-one mapping from source domain to target domain, it is classified into monomorphic metaphors and is classified into three categories of Lakoff conceptual metaphors: structural metaphors. Orientation metaphor and substantive metaphor are used to analyze how pictorial metaphor plays a role in persuading and transmitting information. The latter is mainly realized by visual mode and auditory mode. In view of maneuverability, this paper mainly analyzes static plane visual metaphor. That is, picture-text metaphor. The cognitive interpretation of metaphorical metaphors is based on Fauconnier's theory of conceptual integration. On the basis of two domains of conceptual metaphor-source domain and target domain, he proposes four spaces-two input fields, a generic domain and an integration space. And put forward the concept of Zengzhou-structure for the first time. In the process of integration, it emphasizes how multi-modal metaphor constructs meaning to achieve the purpose of advertising producer. The fourth chapter is a case study, using the theory of the previous chapter to analyze the single-modal metaphor and multi-modal metaphor in advertising. Chapter five gives a conclusion, summarizes the findings of the paper and points out the shortcomings, and puts forward some suggestions for future research.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H315

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