本文選題：概念整合理論 + 關(guān)聯(lián)理論　； 參考：《華東師范大學(xué)》2012年碩士論文

【摘要】：本文主要探討概念整合理論和關(guān)聯(lián)理論對(duì)隱喻的解釋,以及兩個(gè)理論在隱喻研究上的整合性運(yùn)用。在兩個(gè)理論的基礎(chǔ)上,本文作者試圖提出一種整合的框架來(lái)研究廣告中的隱喻現(xiàn)象。通過(guò)研究,本文提出廣告是一種明示-推理交際過(guò)程。廣告中隱喻的使用有兩個(gè)目的：其一,吸引廣告受眾的注意以滿足廣告主的交際意圖,其二,引導(dǎo)廣告受眾推導(dǎo)出廣告的明示義和隱含義以滿足廣告主的信息告知意圖。廣告中隱喻意義理解背后的認(rèn)知過(guò)程就是廣告受眾推導(dǎo)出廣告明示義和隱含義的過(guò)程。概念整合理論和關(guān)聯(lián)理論的整合框架可以用于廣告中隱喻意義的理解和闡釋。隱喻意義的理解有五步,可以使用概念整合模型來(lái)分步解釋,并且需要結(jié)合關(guān)聯(lián)理論提出的關(guān)聯(lián)性原則,以最終得出符合語(yǔ)境,并且具有關(guān)聯(lián)性的隱喻解釋。 該論文由六部分組成。第一部分簡(jiǎn)單介紹全文的研究動(dòng)機(jī)、研究意義以及全文結(jié)構(gòu)。 第二部分是文獻(xiàn)綜述。分別回顧了廣告和廣告隱喻方面的一些文獻(xiàn)。在廣告方面文獻(xiàn)主要關(guān)注了廣告的定義、廣告的分類(lèi)、廣告的功能；在廣告隱喻方面主要分別回顧了前人使用符號(hào)學(xué)方法、認(rèn)知語(yǔ)言學(xué)方法、關(guān)聯(lián)理論方法對(duì)廣告中隱喻現(xiàn)象的研究。 第三部分介紹了本文的理論背景,即概念整合理論和關(guān)聯(lián)理論。對(duì)概念整合理論的介紹包括心理空間理論、概念整合理論基本點(diǎn)、概念整合理論對(duì)隱喻的解釋、前人在概念整合模型中融入語(yǔ)境因素的嘗試等；對(duì)關(guān)聯(lián)理論的介紹主要是關(guān)聯(lián)理論的主要觀點(diǎn)以及關(guān)聯(lián)理論對(duì)隱喻的解釋。 第四部分介紹了前人對(duì)認(rèn)知語(yǔ)言學(xué)和關(guān)聯(lián)理論在隱喻上的互補(bǔ)性的研究,主要是隱喻動(dòng)機(jī)和隱喻意義推導(dǎo)兩方面,并指出兩個(gè)理論各自在隱喻研究上的欠缺,即認(rèn)知語(yǔ)言學(xué)缺乏對(duì)語(yǔ)境的處理以及對(duì)隱喻交際作用的解釋,而關(guān)聯(lián)理論在對(duì)為何聽(tīng)話者在語(yǔ)言線索刺激下可以產(chǎn)生若干假設(shè)的上解釋不充分。這一部分還介紹了前人對(duì)概念整合理論和關(guān)聯(lián)理論的相似性和互補(bǔ)性的研究,為下文使用一種整合的框架來(lái)研究廣告中的隱喻現(xiàn)象提供了理論基礎(chǔ)。 第五部分首先將廣告認(rèn)定為一種明示-推理交際過(guò)程。然后在概念整合理論和關(guān)聯(lián)理論的整合框架下提出了廣告中隱喻的動(dòng)機(jī)和意義。最后使用這一整合框架詳細(xì)解釋了國(guó)外某電視機(jī)廣告中隱喻意義的推導(dǎo)過(guò)程。 最后一部分是對(duì)整篇論文的總結(jié),主要包括該論文的主要研究成果,以及該研究的不足之處以及對(duì)以后研究的建議。 本論文主要是將概念整合理論和關(guān)聯(lián)理論對(duì)隱喻的解釋進(jìn)行了整合,并提出該整合的框架能更充分地解釋廣告中的隱喻意義的推導(dǎo)。作者希望本文能為兩個(gè)理論的應(yīng)用和整合性研究,以及廣告現(xiàn)象的研究有所貢獻(xiàn)。
[Abstract]:This paper mainly discusses the interpretation of metaphor by Conceptual Integration Theory and relevance Theory, as well as the application of the two theories in the study of metaphor.On the basis of two theories, the author tries to propose an integrated framework to study metaphor in advertising.Through research, this paper proposes that advertising is an ostensive-inferential communication process.The use of metaphor in advertising has two purposes: one is to attract the attention of the advertising audience to satisfy the advertisers' communicative intention, and the other is to guide the advertising audience to derive the explicit and implicit meanings of the advertisements in order to satisfy the advertisers' intention of informing the information.The cognitive process behind the understanding of metaphorical meaning in advertising is the process by which the audience deduces the explicit and implicit meaning of the advertisement.Conceptual integration theory and relevance theory can be used to understand and explain the metaphorical meaning in advertising.There are five steps in the understanding of metaphorical meaning, which can be explained step by step by conceptual integration model, and the relevance principle proposed by relevance theory should be combined to arrive at a contextual and relevant metaphorical interpretation.The thesis consists of six parts.The first part introduces the motivation, significance and structure of the thesis.The second part is the literature review.Some literature on advertising and advertising metaphor are reviewed respectively.The literature on advertising mainly focuses on the definition, classification and function of advertising, and reviews the methods of semiotics and cognitive linguistics used in advertising metaphor.Relevance Theory: a study of metaphor in Advertising.The third part introduces the theoretical background of this paper, namely conceptual integration theory and relevance theory.The introduction of conceptual integration theory includes the psychological space theory, the basic points of conceptual integration theory, the interpretation of metaphor by conceptual integration theory, and the attempts of predecessors to incorporate contextual factors into the conceptual integration model.The introduction of relevance theory is the main view of relevance theory and the explanation of metaphor by relevance theory.The fourth part introduces the previous studies on the complementarities of cognitive linguistics and relevance theory in metaphor, mainly from the two aspects of metaphorical motivation and metaphorical meaning derivation, and points out that the two theories are deficient in the study of metaphor.That is, cognitive linguistics lacks the processing of context and the explanation of metaphorical communication, while relevance theory does not fully explain why hearers can produce some hypotheses under the stimulation of linguistic cues.This part also introduces the similarities and complementarities of conceptual integration theory and relevance theory, which provides a theoretical basis for the following study of metaphor in advertising using an integrated framework.In the fifth part, advertising is regarded as an ostensive-inferential communication process.Then it puts forward the motivation and meaning of metaphor in advertising under the framework of conceptual integration theory and relevance theory.Finally, this framework is used to explain in detail the derivation of metaphorical meaning in a television advertisement abroad.The last part is a summary of the whole paper, including the main research results, the shortcomings of the research and suggestions for future research.In this thesis, the conceptual integration theory and the relevance theory are combined to explain metaphor, and it is proposed that the framework of the integration can explain the metaphorical meaning of advertising more fully.The author hopes that this paper will contribute to the application and integration of the two theories and the study of advertising phenomena.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：H05

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相關(guān)期刊論文 前3條

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本文編號(hào)：1756739