發(fā)布時(shí)間：2018-06-28 19:37

  本文選題：廣告語(yǔ)言 + 概念合成理論　； 參考：《遼寧師范大學(xué)》2013年碩士論文

【摘要】：廣告有廣義和狹義之分，廣義的廣告是指商業(yè)廣告和公益廣告兩類。狹義的廣告僅指商業(yè)廣告。隨著信息時(shí)代的到來(lái)和市場(chǎng)經(jīng)濟(jì)的深入發(fā)展，廣告作為商家傳播商品、服務(wù)和觀念的一種手段，其重要性日益凸顯。而作為廣告重要組成部分的廣告語(yǔ)言，以其獨(dú)有的風(fēng)格，巨大的感召力和說(shuō)服力，也日益從語(yǔ)言家族中脫穎而出。事實(shí)上，廣告語(yǔ)言已不再是一種單純的傳播方式，它更是一種社會(huì)文化現(xiàn)象，其形式和內(nèi)容都體現(xiàn)著時(shí)代的特征。時(shí)代繼續(xù)發(fā)展，廣告語(yǔ)言日新月異，所以對(duì)廣告語(yǔ)言的研究也要不斷的更新。 如今語(yǔ)言學(xué)研究已進(jìn)入了認(rèn)知發(fā)展階段，認(rèn)知語(yǔ)言學(xué)理論成為語(yǔ)言學(xué)界發(fā)展的新方向標(biāo)。而在眾多認(rèn)知語(yǔ)言學(xué)理論中，由心理空間理論發(fā)展而來(lái)的概念合成理論（又叫概念整合理論）經(jīng)過(guò)不斷地自我完善，以其系統(tǒng)的工作體系和強(qiáng)大的解釋力備受學(xué)者們的重視。本文借助概念合成理論,對(duì)受眾解讀廣告語(yǔ)言的過(guò)程以及廣告語(yǔ)言的特點(diǎn)進(jìn)行了探討。 本文共有五章，第一章為引言部分，具體介紹了本研究的背景，研究的必要性，重要性以及文章結(jié)構(gòu)。第二章是文獻(xiàn)綜述部分，首先，筆者就前人研究廣告語(yǔ)言的理論及獲得的成果進(jìn)行了綜合回顧和評(píng)述。其次，筆者對(duì)概念合成理論進(jìn)行了介紹和概述,包括其產(chǎn)生的過(guò)程，相關(guān)術(shù)語(yǔ)及工作機(jī)制等等。第三章介紹了研究問題和研究方法，本文主要研究?jī)蓚�(gè)問題，首先，從概念合成理論的視角看，受眾是如何解讀廣告語(yǔ)言的，其次，概念合成理論視角下，，廣告語(yǔ)言有何特點(diǎn)。在研究方法上，本文采用自建語(yǔ)料庫(kù)的方法，語(yǔ)料主要來(lái)源于筆者在2012年7月至9月期間搜集的商業(yè)廣告和公益廣告。第四章是研究和討論部分，將概念合成理論和廣告語(yǔ)料相結(jié)合進(jìn)行分析，總結(jié)和歸納。第五章是總結(jié)部分，從概念合成理論的整合網(wǎng)絡(luò)視角看，廣告語(yǔ)言的解讀模式依次經(jīng)由四個(gè)步驟：建立兩個(gè)輸入空間；類屬空間向兩輸入空間映射；兩輸入空間部分地投射到合成空間進(jìn)行整合；進(jìn)行合成，經(jīng)由組合，完善和精致的認(rèn)知加工后，新意義在合成空間的創(chuàng)新結(jié)構(gòu)中產(chǎn)生。通過(guò)概念合成理論中的四種框架網(wǎng)絡(luò)(即簡(jiǎn)單框架網(wǎng)絡(luò)，對(duì)稱框架網(wǎng)絡(luò)，單邊框架網(wǎng)絡(luò)和雙邊框架網(wǎng)絡(luò))對(duì)廣告語(yǔ)言的特點(diǎn)進(jìn)行分析后，筆者發(fā)現(xiàn)，商業(yè)廣告語(yǔ)言多采用簡(jiǎn)單框架網(wǎng)絡(luò)和單邊框架網(wǎng)絡(luò)。而公益廣告語(yǔ)言則平均分布在四種框架網(wǎng)絡(luò)中。 本文是以認(rèn)知語(yǔ)言學(xué)為理論依據(jù)，以現(xiàn)實(shí)廣告語(yǔ)言為語(yǔ)料的一項(xiàng)實(shí)證研究，既豐富了語(yǔ)言學(xué)理論的實(shí)踐，又為今后廣告的研究提供了實(shí)證。其研究結(jié)果對(duì)廣告行業(yè)和廣告研究和廣告教學(xué)都具有一定的參考價(jià)值。
[Abstract]:Advertisement has broad sense and narrow sense, the broad sense advertisement refers to commercial advertisement and public service advertisement two kinds. Advertising in a narrow sense refers only to commercial advertising. With the arrival of the information age and the further development of the market economy, advertising, as a means of spreading goods, services and ideas, is becoming more and more important. As an important part of advertising, advertising language, with its unique style, great appeal and persuasion, has emerged from the language family day by day. In fact, advertising language is no longer a simple means of communication, it is a social and cultural phenomenon, its form and content reflect the characteristics of the times. Times continue to develop, advertising language changes with each passing day, so the study of advertising language should be constantly updated. Nowadays, the study of linguistics has entered the stage of cognitive development, and the theory of cognitive linguistics has become a new direction in the development of linguistics. Among many cognitive linguistic theories, conceptual synthesis theory (also called conceptual integration theory) developed from psychological space theory has been paid more attention to by scholars because of its systematic working system and powerful explanatory power. With the help of the theory of conceptual composition, this paper probes into the process of the audience's interpretation of the advertising language and the characteristics of the advertising language. The first chapter introduces the background, necessity, importance and structure of the research. The second chapter is the literature review. Firstly, the author reviews and comments on the theories and achievements of the previous research on advertising language. Secondly, the author introduces and summarizes the theory of conceptual composition, including its process, terminology and working mechanism. The third chapter introduces the research problems and research methods. Firstly, from the perspective of conceptual synthesis theory, how the audience interprets advertising language, and secondly, the characteristics of advertising language from the perspective of conceptual synthesis theory. In terms of research methods, this paper adopts the method of self-built corpus, which mainly comes from the commercial advertisements and public service advertisements collected by the author from July to September 2012. The fourth chapter is the part of research and discussion, which combines the theory of concept synthesis and advertising materials to analyze, summarize and summarize. The fifth chapter is the summary part. From the perspective of the integrated network theory of conceptual composition, the interpretation mode of advertising language goes through four steps in turn: establishing two input spaces, mapping generic space to two input spaces; The two input spaces are partly projected into the synthesis space for integration; after the combination, perfect and delicate cognitive processing, the new meaning is generated in the innovative structure of the synthesis space. The characteristics of advertising language are analyzed by four kinds of framework networks (simple frame network, symmetric frame network, unilateral frame network and bilateral frame network) in conceptual composition theory. Commercial advertising language mostly uses simple frame network and unilateral frame network. On the other hand, the language of public service advertisement is distributed equally in four frame networks. This paper is an empirical study based on cognitive linguistics and real advertising language, which not only enriches the practice of linguistic theory, but also provides empirical evidence for the future study of advertising. The research results have certain reference value for advertising industry, advertising research and advertising teaching.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H052

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