本文選題：公益廣告語 + 隱喻　； 參考：《沈陽師范大學(xué)》2012年碩士論文

【摘要】：公益廣告是隨著社會(huì)的發(fā)展而產(chǎn)生和發(fā)展的。我國的公益廣告起步較晚，但發(fā)展迅速，優(yōu)秀的公益廣告層出不窮，近年來對(duì)公益廣告的研究也逐漸增多，研究成果十分豐碩。研究公益廣告，，對(duì)促進(jìn)公益廣告發(fā)展、改善社會(huì)環(huán)境意義重大。隱喻的研究歷史十分悠久，研究范籌也很廣泛，包括修辭學(xué)、詩學(xué)、語言哲學(xué)、心理學(xué)等方面，但長(zhǎng)期以來我們對(duì)隱喻的研究主要集中在修辭學(xué)范疇。直到1980年，Lakoff和Johoson出版了《我們賴以生存的隱喻》一書，我們對(duì)隱喻才有了更新的認(rèn)識(shí)，從此掀開了隱喻研究的新篇章。本文運(yùn)用隱喻理論對(duì)我國的公益廣告語進(jìn)行研究。 本文共分為四個(gè)部分，首先是對(duì)公益廣告語及隱喻理論的概述，分別概述了公益廣告語的涵義、特點(diǎn)以及作用，又簡(jiǎn)單介紹了隱喻理論的涵義，以及它的分類和作用機(jī)制。第二部分主要將公益廣告語中的隱喻進(jìn)行分類，按照萊考夫和約翰遜的概念隱喻理論將公益廣告語中的隱喻分為結(jié)構(gòu)隱喻、本體隱喻和方位隱喻三個(gè)大類，每個(gè)大類下面又根據(jù)所搜集的語料系統(tǒng)地劃分了若干的小類。第三部分主要是討論公益廣告語中隱喻的特點(diǎn)，經(jīng)過分析發(fā)現(xiàn)我國公益廣告語中隱喻有以下幾方面特點(diǎn)：從結(jié)構(gòu)層面上來說有結(jié)構(gòu)的不完整性和結(jié)構(gòu)的多層次性兩個(gè)方面的特點(diǎn)；從認(rèn)知語義的角度來看，最大的特點(diǎn)就是以人為源域的隱喻占大多數(shù)；從文化角度來說，公益廣告語的隱喻中蘊(yùn)涵著大量的中華傳統(tǒng)文化內(nèi)容。第四部分主要分析公益廣告語中隱喻的作用。隱喻是人們認(rèn)知和思維的基礎(chǔ)，公益廣告語中的隱喻主要有以下三個(gè)方面的作用：促進(jìn)公益廣告的宣傳推廣，提高公益廣告的文化品位，提升公益廣告的審美價(jià)值。
[Abstract]:Public service advertisement comes into being and develops with the development of society. Our country's public service advertisement starts late, but develops rapidly, the outstanding public service advertisement emerges one after another in endlessly, the research to the public service advertisement also increases gradually in recent years, the research result is very rich. It is of great significance to study public service advertisement to promote the development of public service advertisement and to improve the social environment. The study of metaphor has a long history and has been widely studied, including rhetoric, poetics, philosophy of language, psychology and so on. However, for a long time, the study of metaphor has mainly focused on the category of rhetoric. It was not until 1980, when Lakoff and Johoson published metaphor for our existence, that we had a new understanding of metaphor and opened a new chapter in the study of metaphor. In this paper, we use metaphor theory to study the public service advertising language in China. This paper is divided into four parts. Firstly, it summarizes the meaning, characteristics and functions of public service advertising language, and briefly introduces the meaning, classification and mechanism of metaphor theory. The second part mainly classifies the metaphors in the public service advertising language. According to Lakoff and Johnson's conceptual metaphor theory, the metaphors are divided into three categories: structural metaphor, Noumenon metaphor and orientation metaphor. Under each big category, several subclasses are systematically divided according to the collected corpus. The third part mainly discusses the characteristics of metaphor in public service advertising. It is found that metaphors in Chinese public service advertising have the following characteristics: structural incompleteness and multilevel structure, cognitive semantics, and cognitive semantics. The biggest characteristic is that the metaphor with artificial source domain is the majority. From the cultural point of view, the metaphor of public service advertising language contains a large amount of traditional Chinese cultural content. The fourth part mainly analyzes the role of metaphor in public service advertising. Metaphor is the basis of people's cognition and thinking. Metaphor in public service advertisement has the following three main functions: to promote the promotion of public service advertising, to improve the cultural taste of public service advertising, and to enhance the aesthetic value of public service advertising.
【學(xué)位授予單位】：沈陽師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H05

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前2條

1 吳恩鋒;基于經(jīng)濟(jì)報(bào)道標(biāo)題語料庫的概念隱喻研究[D];浙江大學(xué);2008年

2 黃潔;基于參照點(diǎn)理論的漢語隱喻和轉(zhuǎn)喻名名復(fù)合詞認(rèn)知研究[D];上海外國語大學(xué);2009年

本文編號(hào)：1863288