【摘要】：公益廣告最早產(chǎn)生于20世紀(jì)40年代的美國，與商業(yè)廣告相比，公益廣告在傳播目的和表現(xiàn)手法上都各有不同。公益廣告的修辭應(yīng)用和運用特點直接影響其意義輸出和傳播效果。本文采用理論分析和實證分析相結(jié)合的研究方法，利用福柯尼耶（Fauconnier）和特納（Turner）提出的概念整合理論，，通過具體實例的研究，對中文平面公益廣告修辭意義的建構(gòu)和理解的過程進行剖析，將其分為語言修辭和視覺修辭兩個部分。語言修辭按照修辭手法的不同分為：比喻、比擬、雙關(guān)、仿擬、對偶、對比和夸張。視覺修辭分為：單獨圖像式和圖文結(jié)合式。我們依據(jù)圖像與現(xiàn)實事物的關(guān)系將單獨圖像式分為視覺隱喻和視覺轉(zhuǎn)喻；根據(jù)文字和圖片之間的意義結(jié)構(gòu)關(guān)系把圖文結(jié)合式分為錨定式和接力式兩種。并且，針對不同的修辭手法對具體的廣告作品實例進行概念整合分析。 本文研究發(fā)現(xiàn)，語言修辭的整合網(wǎng)絡(luò)類型規(guī)律性比較明顯：比喻和比擬一般屬于單域型網(wǎng)絡(luò)類型；雙關(guān)和仿擬屬于簡單型網(wǎng)絡(luò)類型；對偶和雙關(guān)屬于鏡像型網(wǎng)絡(luò)類型；夸張屬于雙域型網(wǎng)絡(luò)類型。而視覺修辭網(wǎng)絡(luò)類型規(guī)律則不十分統(tǒng)一，不同的修辭手法可能屬于同一種概念整合網(wǎng)絡(luò)類型，而一種修辭手法也可能運用多種整合類型。 最后，我們對影響平面廣告修辭運用的認(rèn)知因素進行了分析。其中，社會文化心理因素包括：社會文化因素和社會心理因素；個人心理因素包括：個人心理訴求和個人特性。本文認(rèn)為社會文化心理因素是讀者接受和理解廣告作品的基礎(chǔ)，而個人心理因素則成為完善和提高廣告?zhèn)鞑バЧ�，促使每個個體讀者從中受益的催化劑。
[Abstract]:Public service advertisement originated in America in 1940s. Compared with commercial advertisement, public service advertisement has different communication purpose and expression method. The rhetorical application and application characteristics of public service advertisement directly affect its meaning output and dissemination effect. This paper adopts the research method of combining theoretical analysis with empirical analysis, using Conceptual Integration Theory proposed by (Fauconnier) and Turner (Turner). This paper analyzes the process of constructing and understanding the rhetorical meaning of Chinese print public service advertisement and divides it into two parts: language rhetoric and visual rhetoric. Language rhetoric is divided into metaphor, analogy, pun, imitation, duality, contrast and exaggeration. Visual rhetoric can be divided into two types: single image and combination of picture and text. According to the relation between the image and the real thing, we divide the individual image type into visual metaphor and visual metonymy, and according to the meaning structure relation between the text and the picture, the combination of the picture and the text can be divided into two types: anchor type and relay type. Furthermore, the conceptual integration of concrete examples of advertising works is carried out according to different rhetorical devices. This paper finds that the integrated network types of language rhetoric are regular: analogy and analogy generally belong to single domain network type puns and parody belong to simple network type dual and pun belong to mirror network type; Hyperbole belongs to the type of double-domain network. However, the pattern of visual rhetoric network types is not uniform. Different rhetorical devices may belong to the same conceptual integration network type, and a single rhetoric device may also use a variety of integration types. Finally, we analyze the cognitive factors that affect the use of print advertising rhetoric. Among them, social and cultural psychological factors include: social and cultural factors and social psychological factors, and individual psychological factors include: individual psychological demands and individual characteristics. This paper holds that social and cultural psychological factors are the basis for readers to accept and understand advertising works, while individual psychological factors become the catalyst to perfect and improve the effect of advertising communication and to promote each individual reader to benefit from it.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H15

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