相對于硬廣告而言,軟廣告雖然同樣以宣傳和營銷為目的,但其商業(yè)意圖通常未直接表達(dá)出來,廣告形式具有較強(qiáng)的隱蔽性,潛移默化地影響受眾。近年來,軟廣告受到學(xué)術(shù)界的廣泛關(guān)注,對其研究主要集中于廣告學(xué)、公關(guān)學(xué)、廣告心理學(xué)范疇。而語言學(xué)界多以傳統(tǒng)廣告為研究對象,主要研究其修辭效果和語用效應(yīng)。有關(guān)軟廣告的修辭學(xué)和語用學(xué)等研究較少,對受眾的認(rèn)知影響的研究更為罕見。本研究以認(rèn)知語言學(xué)相關(guān)理論為研究視角,分析軟廣告中隱喻使用的特點(diǎn)、隱喻的形成過程以及隱喻的認(rèn)知效應(yīng),試圖解釋軟廣告是如何通過隱喻傳達(dá)其廣告意圖,讓受眾潛移默化地接受、認(rèn)可所廣告的品牌和產(chǎn)品。本文以國產(chǎn)知名護(hù)膚品牌—百雀羚的官方微博上發(fā)布的軟廣告為研究對象,收集語料并建立語料庫;將收集到的軟廣告語料分為文字廣告(80則)、圖片廣告(86則)和視頻廣告(1則)三類進(jìn)行整理和分析。本文主要以Lakoff和Johnson的隱喻分類,從概念融合的視角對網(wǎng)絡(luò)軟廣告中的文字隱喻的創(chuàng)造過程進(jìn)行概念整合分析;應(yīng)用Relevance Theory分析圖片隱喻以及根據(jù)多模態(tài)隱喻及概念融合相關(guān)理論對視頻隱喻的創(chuàng)造過程進(jìn)行研討。本研究發(fā)現(xiàn):軟廣告通過使用文字隱喻,試圖...

【文章頁數(shù)】：89 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
Chapter 1 Introduction
    1.1 Research Background
    1.2 Aims and Significance
    1.3 Organization of the Thesis
Chapter 2 Literature Review
    2.1 Previous Studies of Internet Advertorials
    2.2 Previous Studies of Advertisements from the Perspective of CognitiveLinguistics
    2.3 Summary: A Comment on the Previous Studies
Chapter 3 Theoretical Framework and Research Methodology
    3.1 Theoretical Framework
        3.1.1 Metaphor Classification of Lakoff and Johnson
        3.1.2 Relevance Theory
        3.1.3 Conceptual Blending Theory
        3.1.4 Interrelationship Between Metaphor and Conceptual Blending Theory
    3.2 Research Methodology
        3.2.1 Data Collection
        3.2.2 Research Procedure
Chapter 4 Data Description and Analysis of the Use of Metaphors in Internet Advertorials
    4.1 Description of the Collected Data
    4.2 Analysis of the Use of Metaphors in Internet Advertorials
        4.2.1 Analysis of the Use of Text Ontological Metaphors
        4.2.2 Analysis of the Use of Text Structural Metaphors
        4.2.3 Analysis of the Use of Text Orientational Metaphors
        4.2.4 Analysis of the Use of Picture and Video Metaphors
    4.3 Conceptual Blending Systems of Metaphor in Internet Advertorials
    4.4 Cognitive Effects of Metaphor in Internet Advertorials
    4.5 Summary
Chapter 5 Conclusions
    5.1 Major Findings
    5.2 Enlightenment
    5.3 Limitations
    5.4 Suggestions
Acknowledgements
Bibliography
Appendix
Research Results Obtained During the Study for Master Degree



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