公益廣告是現(xiàn)代社會的產(chǎn)物,是為了社會公眾的切身利益而提供服務的非商業(yè)性廣告。公益廣告的作用是通過傳播某種有益于社會的觀念,營造良好的社會道德風尚,營造綠色人類生存環(huán)境,使人類得以健康發(fā)展,社會得以文明進步。當前國內(nèi)外不少學者從功能語法、言語行為、修辭手段等對廣告語進行了研究,而從概念整合的角度對公益廣告語的研究尚不多見。本文以中文平面公益廣告為研究對象,從Fauconnier和Turner提出的概念整合的認知角度出發(fā),運用四種空間網(wǎng)絡理論即簡式網(wǎng)絡（simplex networks）、鏡像網(wǎng)絡（mirror networks）、單域網(wǎng)絡（single-scope networks）和雙域網(wǎng)絡（double-scope networks）為主要理論框架對其進行分析,研究探討廣大受眾如何理解公益廣告中的意義,尤其是其創(chuàng)新意義。作者通過收集國內(nèi)各大廣告比賽中的獲獎平面公益廣告,選取其中二十二個為例,分別分析它們在詞匯組合、語法結(jié)構(gòu)、修辭手段、視覺修辭等方面的意義建構(gòu),進一步闡釋受眾理解公益廣告中創(chuàng)新意義的心智過程,并得出以下結(jié)論：1.概念整合理論在解讀中文公益廣告過程中發(fā)揮自己的優(yōu)勢。它不僅... 

【文章來源】：廣西師范大學廣西壯族自治區(qū)

【文章頁數(shù)】：67 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
List of Figures
Chapter 1 Introduction
    1.1 Background of the Present Research
    1.2 Objective and Significance of the Present Research
    1.3 Methodology
        1.3.1 Data Sampling Criteria
        1.3.2 Medium Sampling Criteria
    1.4 Research Questions
    1.5 Outline of the Present Thesis
Chapter 2 Literature Review
    2.1 Literature on Conceptual Blending Theory at Home and Abroad
        2.1.1 Studies of Conceptual Blending Theory Abroad
        2.1.2 Studies of Conceptual Blending Theory at Home
    2.2 Literature on Public Service Advertisements at Home and Abroad
        2.2.1 Studies of Public Service Advertisements Abroad
        2.2.2 Studies of Public Service Advertisements at Home
            2.2.2.1 Stylistic Approach
            2.2.2.2 Functional Approach
            2.2.2.3 Semiotic Approach
    2.3 Definition of the Public Service Advertisement
        2.3.1 Definition of the Public Service Advertisement
        2.3.2 Definition of the Chinese Public Service Advertisement in the Present Research
Chapter 3 Theoretical Framework
    3.1 Mental Space Theory
        3.1.1 A Brief Review of Mental Space
        3.1.2 Definition of Mental Space
        3.1.3 The Access Principle
    3.2 Conceptual Blending Theory
        3.2.1 The Network Model of Conceptual Blending
        3.2.2 The Process of Conceptual Blending
        3.2.3 Types of Conceptual Blending Networks
            3.2.3.1 Simplex Networks
            3.2.3.2 Mirror Networks
            3.2.3.3 Single-Scope Networks
            3.2.3.4 Double-Scope Networks
    3.3 Summary
Chapter4 Analysis of Chinese Public Service Advertisements from the Perspective of Conceptual Blending
    4.1 Meaning Construction in the Compound
        4.1.1 Conceptual Blending and Noun-Noun Compound
        4.1.2 Conceptual Blending and Adjective-Noun Compound
    4.2 Meaning Construction in Syntactic Structures
        4.2.1 Conceptual Blending and Imperative Sentences
        4.2.2 Conceptual Blending and Counterfactual Conditionals
    4.3 Meaning Construction in Rhetorical Figures
        4.3.1 Conceptual Blending and Hyperbole
        4.3.2 Conceptual Blending and Analogy
    4.4 Meaning Construction in Visual Rhetoric
        4.4.1 Visual Rhetoric
        4.4.2 Visual Metaphor
        4.4.3 Visual Metaphor and Conceptual Blending
            4.4.3.1 Simile and Conceptual Blending
            4.4.3.2 Hybrid and Conceptual Blending
            4.4.3.3 Contextual and Conceptual Blending
        4.4.4 Visual Metonymy and Conceptual Blending
    4.5 Summary
Chapter 5 Conclusion
    5.1 Main Findings
    5.2 Limitations and Suggestions for Further Studies
Bibliography
Appendix
Publications during the Postgraduate Program
Acknowledgements



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