發(fā)布時(shí)間：2022-05-05 19:56

　　本文從Cosmopolitan, Elle,Marie Claire,《時(shí)尚伊人》,《伊人風(fēng)尚》等雜志中收集了33則廣告,從社會(huì)認(rèn)知的角度出發(fā),從兩個(gè)方面對(duì)廣告中的性別隱喻進(jìn)行了分析。一是從微觀的角度,以Black的互動(dòng)論（Interaction Theory）為基礎(chǔ),并結(jié)合Sperber和Wilson的關(guān)聯(lián)理論（Relevance Theory）,對(duì)廣告中出現(xiàn)的性別隱喻的類型進(jìn)行分析;二是根據(jù)Fairclough的語(yǔ)篇分析三維模式,從宏觀角度進(jìn)行分析與廣告中性別隱喻有關(guān)的社會(huì)因素。從微觀的角度,廣告中的性別隱喻類型可以分為三大類:A COMMODITY IS A MAN/WOMAN, A MAN/WOMAN IS A PRIMARY PERSON,A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES。從宏觀的角度分析,性別是一個(gè)社會(huì)概念,反映了社會(huì)對(duì)性別角色的定義以及兩性對(duì)自身性別角色的理解。盡管社會(huì)一直在倡導(dǎo)女性地位的提高,倡導(dǎo)男女平等,社會(huì)中仍然存在對(duì)女性不平等對(duì)待的現(xiàn)象,甚至在廣告中。女性形象在廣告中被渺小化... 

【文章頁(yè)數(shù)】：70 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
    1.1 Gender Metaphors in Advertising
    1.2 Significance and Objectives
    1.3 Layout of the Thesis
Chapter Two LITERATURE REVIEW
    2.1 Review of Research on Advertising
        2.1.1 Definition and Functions of Advertising
        2.1.2 Literature Related with Advertising
    2.2 Review of Research on Gender Metaphor
    2.3 Review of Cognitive Approaches to Metaphor Studies
        2.3.1 The Interaction Theory
        2.3.2 Lakoff & Johnson’s Conceptual Metaphor Theory
        2.3.3 Topic-vehicle Approach
Chapter Three THEORETICAL FRAMEWORK
    3.1 Overview
    3.2 Black’s Interaction Theory
    3.3 Relevance Theory
        3.3.1 Context and Contextual Effects
        3.3.2 Ostensive-Inferential Communication
        3.3.3 Weak Implicatures
    3.4.F airclough’s Three-dimensional Model of Critical Discourse Analysis
Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING
    4.1 Overview
    4.2 A COMMODITY IS A MAN/WOMAN
    4.3 A MAN/WOMAN IS A PRIMARY PERSON
    4.4 A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES
Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING
    5.1 Overview
    5.2 Language and Ideology
    5.3 Gender Issues and the Society
    5.4 A Critical Analysis of Gender Metaphors
Chapter Six CONCLUSION
    6.1 Summary of the Research and Findings
    6.2 Limitations and Prospects for Future Study
References


【參考文獻(xiàn)】：
期刊論文
[1]認(rèn)知語(yǔ)言學(xué)的社會(huì)轉(zhuǎn)向[J]. 蘇曉軍.  外國(guó)語(yǔ)(上海外國(guó)語(yǔ)大學(xué)學(xué)報(bào)). 2009(05)
[2]國(guó)外隱喻研究綜述[J]. 林書武.  外語(yǔ)教學(xué)與研究. 1997(01)

碩士論文
[1]廣告中隱喻的含義分析[D]. 王梅.河北師范大學(xué) 2002



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