【摘要】： 廣告在現(xiàn)代社會(huì)中的作用日益顯著,大量的修辭語言被有意識(shí)地運(yùn)用于廣告,以增強(qiáng)廣告的語用效應(yīng),其中以隱喻語言最為常見。這同現(xiàn)代的認(rèn)知語言學(xué)把修辭(包括隱喻)視為認(rèn)知現(xiàn)象的觀念不無關(guān)系。 一則好的廣告文案往往離不開精妙的語言表達(dá),離不開修辭手段的恰當(dāng)運(yùn)用。隱喻作為一種常用的修辭手段,一種思想之間的交流,一種思維方式,在廣告文案的創(chuàng)作中起到“畫龍點(diǎn)睛”的效果,并逐漸受到廣告創(chuàng)作者的青睞。 隱喻不僅是語言現(xiàn)象,它還是一種可以借助語言手段和非語言手段進(jìn)行表達(dá)的人類的基本思維方式。隱喻的使用既通俗易懂又讓人回味無窮,給人留下無比絢麗的想象空間。運(yùn)用隱喻來強(qiáng)化廣告語的藝術(shù)魅力,讓廣告的受眾從形象生動(dòng)的隱喻語言中感受到獨(dú)具匠心、意味深長(zhǎng)的優(yōu)秀廣告隱喻語言的強(qiáng)大沖擊力和感染力,激發(fā)人們的購買欲望。在現(xiàn)代廣告語中,隱喻以其特有的功能與效果被人們?cè)絹碓綇V泛地使用。 本文運(yùn)用當(dāng)代概念隱喻理論來分析英文廣告語中的隱喻修辭,旨在挖掘廣告隱喻語言中所包含的認(rèn)知機(jī)制和文化模式,探索運(yùn)用隱喻語言提高廣告修辭的語用效果的可能性。
[Abstract]:Advertising plays an increasingly important role in modern society. A large number of rhetorical languages are consciously used in advertising to enhance the pragmatic effects of advertising, among which metaphor language is the most common. This is related to the idea that modern cognitive linguistics regards rhetoric (including metaphor) as a cognitive phenomenon. A good copy of advertising is often inseparable from subtle language expression and the proper use of rhetorical devices. Metaphor, as a common rhetorical device, an exchange of ideas, a mode of thinking, plays a "finishing touch" effect in the creation of advertising copywriting, and is gradually favored by advertising creators. Metaphor is not only a linguistic phenomenon, but also a basic mode of human thinking which can be expressed by linguistic and non-linguistic means. The use of metaphor is both easy to understand and memorable, leaving an incomparably brilliant space for imagination. The use of metaphor to strengthen the artistic charm of advertising language, so that the audience from the vivid image of the metaphor language feel originality, meaningful excellent advertising metaphor language powerful impact and appeal, stimulate people's desire to buy. In modern advertising language, metaphor is more and more widely used because of its unique function and effect. This paper uses the contemporary conceptual metaphor theory to analyze the metaphorical rhetoric in English advertising language in order to explore the cognitive mechanism and cultural model contained in the advertising metaphor language and to explore the possibility of using metaphorical language to improve the pragmatic effect of advertising rhetoric.
【學(xué)位授予單位】：福建師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：H315

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本文編號(hào)：2131497