本文選題：隱喻廣告 + 常規(guī)推理��； 參考：《寧波大學(xué)》2012年碩士論文

【摘要】：隱喻意義的建構(gòu)和理解關(guān)鍵在于受喻者的解讀。作為施喻者的廣告創(chuàng)作者利用高度濃縮的藝術(shù)語言來突顯產(chǎn)品的特點，為使受眾，即受喻者透過表層的廣告語去領(lǐng)會深層的隱含意義。后者是隱喻及其意義解讀的主體，是隱喻及意義得以實現(xiàn)并發(fā)揮作用的認(rèn)知保證�；趪鴥�(nèi)外文獻(xiàn)的查閱發(fā)現(xiàn)，從認(rèn)知角度，國內(nèi)主要運(yùn)用概念隱喻和概念合成理論對廣告隱喻的研究，而國外側(cè)重研究廣告隱喻對受眾的影響效果。但采用基于心理模型的常規(guī)推理理論，，并從受喻者角度研究廣告隱喻解讀的論文并不多。因此，本研究認(rèn)為對于受喻者這認(rèn)知主體，我們在隱喻及意義的研究過程中，是不能有所漠視的。 本文旨在廣告隱喻的認(rèn)知解讀觸發(fā)機(jī)制方面做一些嘗試性的分析,探討受喻者在解讀廣告隱喻及其意義過程中的認(rèn)知動因，以心理模型的常規(guī)推理理論為視角，通過對英漢廣告語中隱喻構(gòu)建的解讀，闡釋廣告隱喻認(rèn)知解讀觸發(fā)機(jī)制。文本的分析將涉及（1）概念隱喻理論、概念合成理論及基于心理模型的常規(guī)推理理論對廣告隱喻的闡釋性；(2)基于心理模型的常規(guī)推理理論下的廣告隱喻解讀機(jī)制：類比聯(lián)想、心理建模以及概念稀釋,為受喻者建立廣告隱喻認(rèn)知的解讀機(jī)制模型；(3）隱喻解讀觸發(fā)機(jī)制在解讀過程中表現(xiàn)的不同功能：心理建模是核心，類比聯(lián)想是手段，概念稀釋是基礎(chǔ)。三者彼此交互作用，實現(xiàn)廣告隱喻隱性含意的成功解讀。 本研究發(fā)現(xiàn)徐盛桓的基于心理模型的常規(guī)推理理論可以闡釋廣告隱喻，并基于該理論,提出類比聯(lián)想，心理建模和概念稀釋三方面的認(rèn)知觸發(fā)機(jī)制來解讀廣告隱喻，從一個新的視野建構(gòu)廣告隱喻解讀的認(rèn)知機(jī)制運(yùn)作與認(rèn)知原則。此外，廣告隱喻的應(yīng)用研究以及受喻者認(rèn)知解讀機(jī)制的深入分析和探討,具有廣泛的社會和經(jīng)濟(jì)應(yīng)用價值，有助于廣告商創(chuàng)造出更多具有商業(yè)價值的隱喻性廣告作品，推動市場經(jīng)濟(jì)的發(fā)展。
[Abstract]:The key to the construction and understanding of metaphorical meaning lies in the interpretation of metaphors. The advertising creator as a metaphor maker uses highly condensed artistic language to highlight the characteristics of the product in order to enable the audience, that is, the recipient, to understand the deep implication through the advertising language of the surface layer. The latter is the main body of the interpretation of metaphor and its meaning, and the cognitive guarantee of the realization and function of metaphor and meaning. From the perspective of cognition, conceptual metaphor and conceptual synthesis theory are mainly used to study advertising metaphors, while foreign countries focus on the effects of advertising metaphors on the audience. However, there are few papers based on the conventional reasoning theory based on psychological model, and from the perspective of metaphors to study the interpretation of advertising metaphors. Therefore, the present study holds that we should not ignore the metaphorical subject in the study of metaphor and meaning. The purpose of this paper is to make some tentative analysis on the cognitive interpretation trigger mechanism of advertising metaphor, and to explore the cognitive motivation of the recipients in the process of interpreting advertising metaphor and its meaning, from the perspective of the conventional reasoning theory of psychological model. Through the interpretation of metaphor construction in English and Chinese advertising language, the trigger mechanism of cognitive interpretation of advertising metaphor is explained. The analysis of the text will involve the conceptual metaphor theory, the conceptual synthesis theory and the conventional reasoning theory based on the psychological model to explain the advertising metaphor. 2) the interpretation mechanism of the advertising metaphor under the conventional reasoning theory based on the psychological model: analogy association. Psychological modeling and conceptual dilution, the interpretation mechanism model of metaphor cognition in advertising is established. (3) the different functions of the trigger mechanism of metaphor interpretation are: psychological modeling is the core, analogy and association are the means, and conceptual dilution is the basis. They interact with each other to achieve a successful interpretation of the implicit meaning of advertising metaphor. The present study finds that Xu Shenghuan's conventional reasoning theory based on psychological model can explain advertising metaphor, and based on this theory, it puts forward three cognitive trigger mechanisms of analogy association, psychological modeling and conceptual dilution to interpret advertising metaphor. From a new perspective to construct the cognitive mechanism and cognitive principles of advertising metaphor interpretation. In addition, the research on the application of advertising metaphor and the in-depth analysis and exploration of the cognitive interpretation mechanism of the metaphors have a wide range of social and economic application value, which will help advertisers to create more metaphorical advertising works with commercial value. Promote the development of market economy.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H05

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本文編號：1835145