【摘要】：當(dāng)廣告創(chuàng)作者根據(jù)消費(fèi)者的消費(fèi)心理和思維習(xí)慣進(jìn)行創(chuàng)作，廣告情節(jié)才能更大程度地吸引受眾。大量學(xué)者已經(jīng)從符號(hào)學(xué),語(yǔ)用學(xué),修辭學(xué)角度對(duì)廣告語(yǔ)的解讀做出了研究。這些研究中,意義構(gòu)建過程被認(rèn)為是編碼或解碼的過程,或者是推理的過程。然而,廣告作為一種特殊的溝通形式,目的是能夠在瞬間吸引觀眾的注意力,激發(fā)他們的購(gòu)買欲望,促進(jìn)產(chǎn)生購(gòu)買行為。因此,廣告在意義構(gòu)建的同時(shí)也是一個(gè)互動(dòng)的過程,復(fù)雜的心理解讀過程,一個(gè)動(dòng)態(tài)認(rèn)知過程。運(yùn)用認(rèn)知語(yǔ)言學(xué)的方法對(duì)廣告意義構(gòu)建過程的研究,還有待進(jìn)一步的擴(kuò)展。 本文采用了定性研究方法，對(duì)優(yōu)秀廣告案例中的概念整合過程進(jìn)行觀察，內(nèi)省,演繹，對(duì)重要關(guān)系的壓縮過程以及優(yōu)化原則的使用情況作出分析，為廣告設(shè)計(jì)者提供一個(gè)廣告意義構(gòu)建的認(rèn)知語(yǔ)言學(xué)框架，，為創(chuàng)作者如何運(yùn)用概念整合的思維進(jìn)行廣告創(chuàng)作提出了建議。 在對(duì)18個(gè)化妝品廣告案例進(jìn)行了研究后，本文得出以下結(jié)論。概念整合理論為英語(yǔ)化妝品的意義構(gòu)建和解讀提供了一個(gè)新的視角。廣告意義的構(gòu)建過程同時(shí)也是一個(gè)認(rèn)知的過程，輸入元素和重要的關(guān)系在優(yōu)化原則的指導(dǎo)下通過整合被壓縮在一幅圖片里傳達(dá)出廣告的內(nèi)涵。優(yōu)化原則的使用為化妝品廣告意義構(gòu)建提供了一個(gè)優(yōu)化方法，幫助化妝品廣告創(chuàng)作者創(chuàng)作出更有整合內(nèi)涵更有吸引力的作品。 本論文分為六個(gè)部分 第一章主要對(duì)研究背景,研究意義,研究目的的簡(jiǎn)介,并提出了研究問題。第二章對(duì)國(guó)內(nèi)外化妝品廣告的研究,廣告意義構(gòu)建的相關(guān)研究作了文獻(xiàn)回顧。第三章是了理論框架部分,對(duì)概念整合理論做出了詳細(xì)闡釋,包括其理論背景及運(yùn)作機(jī)制。本論文的核心部分是第四章。第四章介紹了本論文的數(shù)據(jù)來(lái)源和研究方法。第五章對(duì)具體的英文廣告案例中的概念整合過程進(jìn)行了詳盡的分析，按照概念整合理論中的重要關(guān)系種類和優(yōu)化原則對(duì)廣告案例進(jìn)行了分類。第六章是對(duì)以上研究的總結(jié),研究的結(jié)論,不足之處以及對(duì)今后研究的啟發(fā)，并且運(yùn)用概念整合思維進(jìn)行廣告創(chuàng)作的建議也將在本章中給出。
[Abstract]:When the advertisement creators create according to the consumer's consumption psychology and thinking habits, the advertising plot can attract the audience to a greater extent. A large number of scholars have studied the interpretation of advertising language from the perspectives of semiotics, pragmatics and rhetoric. In these studies, the process of meaning construction is considered to be a process of coding or decoding, or a process of reasoning. However, as a special form of communication, advertising can attract the attention of the audience in an instant, stimulate their purchase desire and promote the purchase behavior. Therefore, advertising is an interactive process, a complex psychological interpretation process and a dynamic cognitive process. The research on the process of advertising meaning construction by means of cognitive linguistics still needs to be further expanded. This paper uses qualitative research method to observe, introspection, deduce, compress process of important relation and use of optimization principle in excellent advertising cases. This paper provides a cognitive linguistic framework for advertising designers to construct the meaning of advertising, and gives some suggestions on how to use conceptual integration thinking to create advertisements. After the study of 18 cosmetic advertising cases, this paper draws the following conclusions. Conceptual integration theory provides a new perspective for the construction and interpretation of English cosmetics. The construction process of advertising meaning is also a cognitive process. Under the guidance of optimization principles, input elements and important relationships are compressed into a picture to convey the meaning of advertising. The use of the optimization principle provides an optimization method for the construction of cosmetic advertising meaning, and helps cosmetics advertising creators to create more integrated content and more attractive works. This thesis is divided into six parts: the first chapter is a brief introduction to the research background, research significance and research purpose. The second chapter reviews the domestic and foreign cosmetics advertising research, advertising significance construction related research literature review. The third chapter is the theoretical framework, including the theoretical background and operational mechanism of conceptual integration theory. The core of this thesis is chapter four. The fourth chapter introduces the data sources and research methods of this paper. The fifth chapter makes a detailed analysis of the process of conceptual integration in English advertising cases and classifies advertising cases according to the important relation categories and optimization principles in conceptual integration theory. The sixth chapter is a summary of the above research, research conclusions, shortcomings and inspiration for future research, and the use of conceptual integration thinking for advertising creation suggestions will also be given in this chapter.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H05

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