本文選題：廣告隱喻 + 概念合成　； 參考：《四川外語(yǔ)學(xué)院》2010年碩士論文

【摘要】： 隱喻是生活中普遍存在的現(xiàn)象。廣告作為現(xiàn)代生活的一部分不可避免的使用著大量的隱喻,且具有一定獨(dú)特性。因此,對(duì)廣告隱喻的深入研究,不僅有助于加深我們對(duì)廣告藝術(shù)表達(dá)方式的認(rèn)識(shí)和理解,了解廣告隱喻獨(dú)有的特點(diǎn),也有助于我們更好的認(rèn)知當(dāng)代世界,提高對(duì)經(jīng)驗(yàn)、思維和表達(dá)形式的領(lǐng)悟。 當(dāng)前,不同學(xué)者從不同側(cè)面對(duì)廣告隱喻進(jìn)行了不同程度的研究。這些研究主要集中于廣告隱喻的象征性、社會(huì)適應(yīng)性、社會(huì)交際功能及其對(duì)消費(fèi)者行為的影響等。這些研究表明對(duì)廣告隱喻的研究具有重要意義,也為本文的研究奠定了基礎(chǔ)。然而,對(duì)廣告隱喻,尤其對(duì)廣告隱喻的獨(dú)特性的認(rèn)知研究還不深入。本文正是遵循認(rèn)知路徑,對(duì)廣告隱喻進(jìn)行深入探討的一次嘗試。 概念整合理論為我們解讀隱喻意義背后的認(rèn)知機(jī)制提供了堅(jiān)實(shí)的理論基礎(chǔ)。王紅孝(2004)修補(bǔ)了Fauconnier的概念整合理論模式,使其對(duì)廣告隱喻意義構(gòu)建的解釋更具有說(shuō)服力。本文以王紅孝(2004)修補(bǔ)后的概念整合理論為基礎(chǔ),以廣告隱喻為研究對(duì)象,運(yùn)用概念合成理論從認(rèn)知層面將廣告隱喻分成四類(lèi),探討和分析每一類(lèi)隱喻意義構(gòu)建的幕后操作過(guò)程,詳細(xì)地闡述廣告隱喻意義的構(gòu)建�；谡J(rèn)知主體的認(rèn)知能動(dòng)性、認(rèn)知主體對(duì)廣告隱喻概念相似性的獲取以及對(duì)缺省概念的推理程度都會(huì)對(duì)廣告隱喻意義的構(gòu)建產(chǎn)生影響這一認(rèn)識(shí),我們研究發(fā)現(xiàn):在對(duì)隱喻性廣告的意義構(gòu)建進(jìn)行推理的過(guò)程中,有些廣告隱喻我們不能用單一的一種整合模式來(lái)分析,而是要結(jié)合兩種甚至多種整合模式來(lái)綜合判斷;兩個(gè)輸入空間在部分映射的過(guò)程中,認(rèn)知主體不一定總是用具體概念去理解抽象概念,有時(shí)會(huì)相反。同時(shí),在分析廣告隱喻意義構(gòu)建的過(guò)程中我們還得出了隱喻在廣告語(yǔ)境中的一些獨(dú)特性。 本文分為五部分。第一章是引言部分,簡(jiǎn)要闡述了本文的研究意義、研究目的、研究方法及其結(jié)構(gòu)布局等基本問(wèn)題。第二章為文獻(xiàn)綜述部分。該章回顧了前人對(duì)隱喻及廣告隱喻的研究成果,并提出了其研究存在的不足。第三章為本文提供理論框架。該章闡述了概念合成理論對(duì)隱喻意義建構(gòu)推理機(jī)制的解釋力以及對(duì)其存在的不足所作的修補(bǔ)。第四章把修補(bǔ)后的概念合成理論,主要是概念合成網(wǎng)絡(luò)(conceptual blending networks)應(yīng)用于廣告隱喻的實(shí)例分析當(dāng)中。第五章是結(jié)束語(yǔ)。對(duì)本文做出總結(jié)并闡述本文的主要發(fā)現(xiàn),同時(shí)指出其不足和對(duì)今后研究的一些啟示。
[Abstract]:Metaphor is a common phenomenon in life. Advertising, as a part of modern life, inevitably uses a large number of metaphors, and has a certain uniqueness. Therefore, the in-depth study of advertising metaphor not only helps us to deepen our understanding and understanding of the artistic expression of advertising, but also helps us understand the unique characteristics of advertising metaphor, and helps us to better understand the contemporary world and enhance our experience. The comprehension of thought and expression. At present, different scholars have carried out different degrees of research on advertising metaphor from different aspects. These studies mainly focus on the symbolism of advertising metaphor, social adaptability, social communicative function and its influence on consumer behavior. These studies show that the study of metaphor in advertising is of great significance and lays a foundation for the study of this thesis. However, the cognitive research on advertising metaphor, especially on the uniqueness of advertising metaphor, is not deep. This paper is an attempt to probe into advertising metaphor by following the cognitive path. The theory of conceptual integration provides a solid theoretical basis for us to interpret the cognitive mechanism behind metaphorical meaning. Wang Hongxiao (2004) revises Fauconnier's theoretical model of conceptual integration and makes his explanation of metaphor construction more persuasive. Based on Wang Hongxiao (2004)'s theory of conceptual integration, and taking advertising metaphor as the object of study, this paper classifies advertising metaphors into four categories from the cognitive perspective, and discusses and analyzes the behind-the-scenes operation of the construction of the metaphorical meanings of each category. The construction of the metaphorical meaning of advertising is expounded in detail. Based on the cognitive initiative of the cognitive subject, the cognitive subject's acquisition of the conceptual similarity of advertising metaphor and the degree of reasoning to the default concept will have an impact on the construction of the meaning of advertising metaphor. We find that in the process of reasoning about the meaning construction of metaphorical advertising, we can't analyze some advertising metaphors with a single integration mode, but we should combine two or more integrated models to judge comprehensively; In the process of partial mapping of two input spaces, cognitive agents do not always use concrete concepts to understand abstract concepts, sometimes the opposite is true. At the same time, in the process of analyzing the meaning of advertising metaphor, we also find out some unique features of metaphor in advertising context. This paper is divided into five parts. The first chapter is the introduction part, briefly expounds the research significance, research purpose, research methods and structural layout of this paper. The second chapter is the literature review part. This chapter reviews the previous researches on metaphor and advertising metaphors, and points out their shortcomings. The third chapter provides the theoretical framework for this paper. This chapter expounds the explanatory power of conceptual synthesis theory on the reasoning mechanism of metaphorical meaning construction and the repair of its shortcomings. In the fourth chapter, the theory of conceptual composition after mending is applied to the case study of advertising metaphor using Conceptual composition Network (conceptual blending networks). This paper summarizes the main findings of this paper, and points out its shortcomings and some implications for future research.
【學(xué)位授予單位】：四川外語(yǔ)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：H05

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