【摘要】： 縱觀前人對廣告的研究發(fā)現(xiàn):他們的研究主要集中于分析廣告的外在形式而很少系統(tǒng)地解釋廣告受眾的思維過程。近年來,從認知的角度研究廣告具有重要意義,它有利于探討廣告商是如何利用受眾認知思維的轉(zhuǎn)換,最終實現(xiàn)廣告推銷的目的。 隱喻廣泛應(yīng)用在廣告商和受眾的交際中使得二者間的交際能夠成功地進行。分析廣告中的隱喻將會展現(xiàn)隱喻在廣告語篇中的功能。傳統(tǒng)的觀念認為隱喻是一種語言現(xiàn)象。然而,認知語言學家認為隱喻是一種認知機制,從概念層面反映了人類的一種思維模式。它們廣泛地存在于我們的日常生活中。 在本文中,汽車因其熟悉性和廣泛的象征意義被選為研究對象。本研究采用定性的方法,語料源于網(wǎng)絡(luò)數(shù)據(jù)庫和近五年的英語雜志。本文基于當代隱喻理論和所收集的數(shù)據(jù),試圖從認知的角度系統(tǒng)地研究隱喻在英語汽車廣告中的存在性、特點及功能。 本文首先介紹了研究課題的來源、目的、意義、研究方法、研究的范圍及理論基礎(chǔ)以及文章的結(jié)構(gòu)。然后回顧了傳統(tǒng)以及當代對隱喻的研究現(xiàn)狀,這為下文的討論奠定了堅實的理論基礎(chǔ)。第三、四章是本文的核心部分。第三章論述了概念隱喻在英語汽車廣告中的存在性,用概念隱喻理論分析其特點,并進一步用概念合成理論分析受眾在解讀汽車廣告時的隱喻思維。結(jié)果發(fā)現(xiàn):(1)概念隱喻在英語汽車廣告中普遍盛行。始源域的選擇主要集中在人、動物、建筑、有生命的物體(不具體指明其種類)、藝術(shù)、自然物體、空間和容器上。與規(guī)約性隱喻相比,在廣告語境中,新奇隱喻有更大的優(yōu)勢,他們可以解釋汽車的具體特點及功能從而吸引受眾的注意力。(2)與概念隱喻理論相比,概念合成理論在分析汽車廣告受眾的思維過程方面扮演著更重要的角色。認知的努力加深了我們對廣告產(chǎn)品的印象。第四章從認知、語用和語篇三個角度探討了隱喻在英語汽車廣告中的功能。從認知的角度來看,隱喻在影響我們的理解和判斷上具有很大的潛力。我們的身體體驗為創(chuàng)造和解釋隱喻提供了基礎(chǔ)。從語用的角度來看,隱喻有利于成功地實現(xiàn)交際意圖。運用一系列的隱喻有利于激起受眾的美好聯(lián)想。從語篇的角度來看,隱喻是一個重要的隱性機制,幫助實現(xiàn)廣告語篇的銜接與連貫。它是一條無形的鏈建構(gòu)和組織著整個語篇。最后一章陳述了本文的研究結(jié)果,指出本研究的缺陷并為進一步研究提供參考。 本研究試圖為受眾和英語學習者正確解讀英語廣告提供幫助,也希望能為從語篇這一新的角度來研究隱喻提供一些啟示。
[Abstract]:Looking at the previous studies on advertising, it is found that their studies mainly focus on the analysis of the external forms of advertising and seldom explain the thinking process of the advertising audience systematically. In recent years, it is of great significance to study advertising from the perspective of cognition, which is helpful to probe into how advertisers make use of the conversion of cognitive thinking of the audience to achieve the purpose of advertising promotion. Metaphor is widely used in the communication between advertisers and audiences. Analysis of metaphor in advertising will reveal the function of metaphor in advertising discourse. The traditional view is that metaphor is a linguistic phenomenon. However, cognitive linguists believe that metaphor is a cognitive mechanism, which reflects a human thinking pattern from the conceptual level. They are widespread in our daily lives. In this paper, automobile is chosen as the object of study because of its familiarity and broad symbolism. This study uses qualitative methods. The data are derived from online databases and nearly five years of English magazines. Based on the contemporary metaphor theory and the collected data, this paper attempts to systematically study the existence, characteristics and functions of metaphor in English automobile advertising from a cognitive perspective. This paper first introduces the source, purpose, significance, research methods, the scope and theoretical basis of the research and the structure of the paper. Then it reviews the current situation of metaphor research, which lays a solid theoretical foundation for the following discussion. The third, fourth chapter is the core part of this paper. The third chapter discusses the existence of conceptual metaphor in English automobile advertising, analyzes its characteristics with conceptual metaphor theory, and further analyzes the audience's metaphorical thinking in the interpretation of automobile advertising with the theory of conceptual synthesis. The results are as follows: (1) Conceptual metaphor is prevalent in English automobile advertising. The selection of origination is mainly concentrated on people, animals, buildings, living objects (without specifying their kind), art, natural objects, space and containers. Compared with conventional metaphors, novel metaphors have more advantages in advertising context. They can explain the specific features and functions of cars and attract the attention of the audience. (2) compared with the conceptual metaphor theory, novel metaphors have more advantages. The theory of conceptual composition plays a more important role in analyzing the thinking process of automotive advertising audience. Cognitive efforts have reinforced our impression of advertising products. Chapter four explores the functions of metaphor in English automobile advertising from the perspectives of cognition, pragmatics and discourse. From a cognitive point of view, metaphor has great potential in influencing our understanding and judgment. Our physical experience provides the basis for the creation and interpretation of metaphors. From the pragmatic point of view, metaphor is conducive to the successful realization of communicative intention. The use of a series of metaphors is conducive to arousing the audience's good associations. From the perspective of discourse, metaphor is an important implicit mechanism that helps to achieve cohesion and coherence in advertising texts. It is an invisible chain that constructs and organizes the whole text. The last chapter describes the results of this study, points out the shortcomings of this study and provides a reference for further research. The present study attempts to help the audience and English learners to interpret English advertisements correctly, and it also hopes to provide some enlightenment for the study of metaphor from the perspective of discourse.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：H315

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本文編號：2127789