發(fā)布時間：2023-07-25 05:52

　　當(dāng)今,公益廣告在我們的工作、學(xué)習(xí)和日常生活中起著越來越重要的作用。隨著社會和經(jīng)濟(jì)的快速發(fā)展,人們的生活水平大大地提高了。然而同時各種各樣的自然災(zāi)害和社會問題不斷出現(xiàn)并且日益嚴(yán)重,如地震,颶風(fēng),環(huán)境污染,不道德行為等問題。要想從根本上解決這些問題,單單依靠政府的努力是不夠的,這還需要社會大眾的參與,需要每個人的參與。因此公益廣告的研究也變得重要起來。本文嘗試把概念隱喻理論應(yīng)用于中英公益廣告的比較研究中。研究的主要目的是要發(fā)現(xiàn)中英公益廣告中使用的概念隱喻的異同,并且探討隱藏于背后的社會文化因素。 隱喻是指把屬于某一事物的名稱應(yīng)用于另一事物,這種轉(zhuǎn)換可能是從種到屬,或從屬到種,或從種到種,但都是建立在相似的基礎(chǔ)上。隱喻在我們的日常生活中普遍存在,不僅僅在語言中,而且在我們的行動和思考中。我們用于思考和行動的基本概念系統(tǒng)從本質(zhì)上說是隱喻性的(Lakoff & Johnson,1987)。自從1980年《我們賴以生存的隱喻》出版后,隱喻開始日益受到廣泛的關(guān)注。在這本書中,萊考夫和約翰遜挑戰(zhàn)了將隱喻當(dāng)作修辭手法的傳統(tǒng)觀點(diǎn),并提出概念隱喻普遍存在于我們的抽象概念和推理中。萊考夫和約翰遜將隱喻...

【文章頁數(shù)】：95 頁

【學(xué)位級別】：碩士

【文章目錄】：
Abstract
摘要
List of Tables
List of Abbreviations
Chapter One Introduction
Chapter Two Literature Review
    2.1 Public Service Advertisements
        2.1.1 Definition of PSA
        2.1.2 Functions of PSA
        2.1.3 Classification of PSAs
        2.1.4 The Development of PSA in America
        2.1.5 The Development of PSA in China
    2.2 Metaphor
        2.2.1 The Development of Metaphor at Home and Abroad
        2.2.2 The Working Mechanism of Metaphor
        2.2.3 The Function of Metaphor
    2.3 The Conceptual Metaphor Theory
        2.3.1 The Definition of Conceptual Metaphor
        2.3.2 The Philosophical Basis of Conceptual Metaphor—Experientialism
        2.3.3 The Classification of Conceptual Metaphors
        2.3.4 The Characteristics of Conceptual Metaphor
    2.4 Previous Studies on Both PSA and Conceptual Metaphor
        2.4.1 Previous Studies on PSA at Home and Abroad
        2.4.2 Previous Researches on Conceptual Metaphor in Advertisements
Chapter Three Methodology
    3.1 Hypotheses of the study
    3.2 Methodology and Data Collection
    3.3 Criterion Adopted for Metaphor Identification
    3.4 Research Procedure
Chapter Four Data analysis
    4.1 Examlples of Conceptual Metaphors in Chinese PSAs
        4.1.1 Building Metaphors
        4.1.2 War Metaphors
        4.1.3 Journey Metaphors
        4.1.4 Human Metaphors
        4.1.5 Fire Metaphors
        4.1.6 Student metaphors
        4.1.7 Family Metaphor
        4.1.8 Plant Metaphors
        4.1.9 Container Metaphors
    4.2 Examples of Conceptual Metaphors in English PSAs
        4.2.1 Building Metaphors
        4.2.2 War Metaphors
        4.2.3 Journey Metaphors
        4.2.4 Human Metaphors
        4.2.5 Family Metaphors
        4.2.6 Student Metaphors
        4.2.7 Container Metaphors
    4.3 Comparison of Conceptual Metaphors between English and Chinese PSAs
        4.3.1 Comparison of Building Metaphors
        4.3.2 Comparison of War Metaphors
        4.3.3 Comparison of Journey Metaphors
        4.3.4 Comparison of Human Metaphors
        4.3.5 Comparison of Family Metaphors
        4.3.6 Comparison of Container Metaphors
    4.4 Summary
Chapter Five Conclusion
    5.1 Findings of the Study
    5.2 Significance of the Study
    5.3 Limitations and Suggestions of the Study
Bibliography
Source of data
Appendix Ⅰ Data of the Chinese PSAs
Appendix Ⅱ Data of the English PSAs
Acknowledgements
學(xué)位論文評閱及答辯情況表



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