【摘要】：近年來，隱喻在許多領(lǐng)域上已成為最熱門的話題之一，如語言學(xué)，哲學(xué)和認(rèn)知科學(xué)等，其研究視角也越來越多樣化。學(xué)習(xí)隱喻的研究可以幫助我們更加深入的理解隱喻現(xiàn)象的同時又有利于提高人們的自我認(rèn)知系統(tǒng)和思維系統(tǒng)。隱喻作為一種語言現(xiàn)象和認(rèn)知行為，以其特有的修辭功能和表達(dá)效果已被廣泛應(yīng)用于商業(yè)廣告中。豐富的隱喻語言使廣告更加生動，富有想象力并充滿樂趣，激發(fā)人們的購買欲望，促進(jìn)產(chǎn)品的銷售。 隱喻話語的意義建構(gòu)離不開認(rèn)知理論。合成空間理論揭示了自然語言的意義建構(gòu)過程,對服裝廣告中的隱喻現(xiàn)象具有強(qiáng)大的闡釋力。本文以概念整合理論為理論基礎(chǔ)，為分析服裝廣告中的隱喻提供了體系框架，并進(jìn)一步探析廣告隱喻的認(rèn)知機(jī)制，使人們對廣告中隱喻的認(rèn)知理解更加深入和透徹。 作者對服飾廣告中的隱喻現(xiàn)象進(jìn)行了研究，介紹了傳統(tǒng)和當(dāng)代國內(nèi)外隱喻的研究，以及其他一些重要的廣告隱喻的相關(guān)理論等；并詳細(xì)分析了概念整合理論的主要觀點(diǎn)和意義生成的過程。本文的目的是從概念整合角度，結(jié)合服裝廣告為例，對隱喻的工作機(jī)理進(jìn)行詳細(xì)的分析和研究。研究方法采用定性分析，其數(shù)據(jù)來源皆出自網(wǎng)絡(luò)數(shù)據(jù)庫和近三年的著名雜志。研究表明服飾廣告中隱喻的運(yùn)作機(jī)制可以分為三個階段：隱喻的構(gòu)建，隱喻的辯解以及隱喻的解讀，，在整個過程中，視覺圖像在服裝廣告的解讀過程中起著至關(guān)重要的作用；其次，本文列出了其他影響隱喻構(gòu)建和解讀過程的諸多因素，以幫助廣告商建立更為有效、強(qiáng)大的廣告策略；最后，研究結(jié)果顯示服飾廣告中隱喻的工作機(jī)制是由語言激活但又超于語言層面的運(yùn)作機(jī)制。
[Abstract]:In recent years, metaphor has become one of the hottest topics in many fields, such as linguistics, philosophy and cognitive science. The study of metaphorical learning can help us to understand metaphorical phenomena more deeply and at the same time to improve people's self-cognition and thinking system. Metaphor, as a linguistic phenomenon and cognitive behavior, has been widely used in commercial advertisements with its unique rhetorical functions and expressive effects. The rich metaphorical language makes the advertisement more vivid, imaginative and full of fun, stimulates people's desire to buy and promotes the sale of products. The meaning construction of metaphorical discourse is inseparable from cognitive theory. The synthetic space theory reveals the meaning construction process of natural language and has a powerful explanatory power to the metaphor phenomenon in clothing advertising. Based on the theory of conceptual integration, this paper provides a systematic framework for the analysis of metaphor in clothing advertising, and further explores the cognitive mechanism of metaphor in advertising, so that people can have a deeper and more thorough understanding of metaphor in advertising. The author studies the metaphor phenomenon in dress advertisement, introduces the traditional and contemporary metaphor research at home and abroad, and some other important theories of advertising metaphor. The main viewpoints of conceptual integration theory and the process of meaning generation are analyzed in detail. The purpose of this paper is to analyze and study the working mechanism of metaphor from the perspective of conceptual integration and with clothing advertising as an example. Qualitative analysis was used in this study. The data sources were all from the network database and famous magazines in recent three years. The study shows that the mechanism of metaphor in clothing advertising can be divided into three stages: the construction of metaphor, the explanation of metaphor and the interpretation of metaphor. In the whole process, visual images play an important role in the interpretation of clothing advertising; Secondly, this paper lists other factors that influence the process of metaphor construction and interpretation in order to help advertisers establish more effective and powerful advertising strategies. Finally, the results show that the working mechanism of metaphor in dress advertising is a mechanism activated by language but more than that of language.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H05

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