發(fā)布時(shí)間：2018-01-13 13:29

  本文關(guān)鍵詞：關(guān)于英語(yǔ)商業(yè)廣告中的概念隱喻的研究　出處：《曲阜師范大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 概念隱喻 結(jié)構(gòu)隱喻 方位隱喻 實(shí)體隱喻 英語(yǔ)商業(yè)廣告

【摘要】：George Lakoff和Mark Johnson1980年發(fā)表的《我們賴(lài)以生存的隱喻》標(biāo)志著認(rèn)知隱喻研究的誕生，他們認(rèn)為，隱喻不僅是一種語(yǔ)言現(xiàn)象和言語(yǔ)表達(dá)的修飾手段，而是人們認(rèn)識(shí)客觀世界的一種認(rèn)知手段，是新的語(yǔ)言產(chǎn)生的根源，認(rèn)知思維過(guò)程大多是隱喻性的看法，，起源于人類(lèi)的經(jīng)驗(yàn)和生活常識(shí)。在認(rèn)知語(yǔ)言學(xué)里隱喻是一種跨域的投射，是人們通過(guò)熟悉的具體的概念對(duì)陌生的抽象的概念進(jìn)行推理分析的結(jié)果。作為人類(lèi)基本的認(rèn)知工具隱喻對(duì)語(yǔ)言的發(fā)展和人類(lèi)認(rèn)識(shí)世界都起了巨大的作用。George Lakoff和Mark Johnson在他們的書(shū)中提出了概念隱喻理論，并把概念隱喻分為三類(lèi)：結(jié)構(gòu)隱喻，方位隱喻和實(shí)體隱喻。 商業(yè)廣告作為有明確交際概念和信息目的的交流方式吸引了大量語(yǔ)言學(xué)家不同角度的研究。隱喻性表達(dá)是廣告商們?yōu)榱税研畔⒂行�傳遞給目標(biāo)消費(fèi)者而廣泛采取的一種策略。大多語(yǔ)言學(xué)家對(duì)廣告的研究集中在對(duì)廣告語(yǔ)言的研究，但是隱喻作為一種認(rèn)知工具貫穿人類(lèi)認(rèn)知活動(dòng)中。廣告不僅包括純文字的廣告而且還有帶有圖片的廣告，圖片的設(shè)計(jì)與應(yīng)用是人們認(rèn)知活動(dòng)的重要體現(xiàn)，但是并沒(méi)有引起足夠的重視和研究。因此本文廣告例子不僅包括純文字性的英語(yǔ)商業(yè)廣告而且包括了圖片發(fā)揮主要作用的英語(yǔ)商業(yè)廣告，從而使作者對(duì)這三類(lèi)概念隱喻在廣告中的作用的解讀更加有效和有說(shuō)服力。另外為了最大減小其它變量因素的影響，本文的廣告材料僅限于英語(yǔ)商業(yè)廣告，以防止文化和思維差異等一些變量因素的影響。 本論文采取了定量和定性相結(jié)合并以定性為主的研究方法，瀏覽了大量的廣告并篩選了典型的廣告，通過(guò)在典型案例中分析了三種概念隱喻即結(jié)構(gòu)隱喻，方位隱喻和實(shí)體隱喻的體現(xiàn)及認(rèn)知功能來(lái)說(shuō)明概念隱喻作是人類(lèi)重要的認(rèn)知工具，在廣告中有著巨大的作用和意義，旨在提高人們對(duì)英語(yǔ)廣告中概念英語(yǔ)的認(rèn)識(shí)和理解。 本文從隱喻作為一種認(rèn)知工具的角度通過(guò)具體實(shí)例的分析得出如下結(jié)論：（1）在英語(yǔ)商業(yè)廣告中概念隱喻發(fā)揮著巨大的說(shuō)服功能，廣告商們通過(guò)在廣告中運(yùn)用概念隱喻的認(rèn)知功能影響人們的購(gòu)買(mǎi)意向。（2）通過(guò)分析三種概念隱喻，結(jié)構(gòu)隱喻，方位隱喻和實(shí)體隱喻在商業(yè)廣告中的認(rèn)知功能及意義，在一定程度上證明隱喻不止是一種修辭手段而是一種參與人認(rèn)知活動(dòng)的認(rèn)知工具。
[Abstract]:George Lakoff and Mark Johnson1980's "metaphors we live by" published in the year marked the birth of cognitive metaphor studies, they believe. Metaphor is not only a kind of language phenomenon and a modification of speech expression, but also a cognitive means to understand the objective world, which is the root of the new language. The cognitive thinking process is mostly metaphorical view. It originates from human experience and common sense of life. In cognitive linguistics metaphor is a kind of cross-domain projection. It is the result of people inferring and analyzing unfamiliar abstract concepts through familiar concrete concepts. As a basic cognitive tool for human beings, metaphor plays a great role in the development of language and human understanding of the world. Geo. Rge. Lakoff and Mark Johnson put forward conceptual metaphor theory in their books. Conceptual metaphors are divided into three categories: structural metaphor, orientation metaphor and substantive metaphor. Commercial advertising, as a means of communicating with clear communication concepts and information purposes, has attracted a large number of linguists from different perspectives. Metaphorical expression is widely adopted by advertisers in order to effectively transmit information to target consumers. Most linguists focus on the study of advertising language. But metaphor as a cognitive tool runs through human cognitive activities. Advertising includes not only pure text advertising but also advertising with pictures. The design and application of pictures is an important embodiment of people's cognitive activities. However, it has not attracted enough attention and research. Therefore, the advertising examples in this paper include not only pure English commercial advertisements, but also English commercial advertisements in which pictures play a major role. In order to minimize the influence of other variables, the advertising materials in this paper are limited to English commercial advertisements, so as to make the author more effective and persuasive in interpreting the role of these three types of conceptual metaphors in advertising. In order to prevent cultural and thinking differences and other variable factors. This thesis adopts the research method of combining quantitative and qualitative analysis, browse a large number of advertisements and sift through typical advertisements, and analyzes three conceptual metaphors, namely structural metaphors, in typical cases. The embodiment and cognitive function of orientation metaphor and substantive metaphor illustrate that conceptual metaphor is an important cognitive tool for human beings and plays an important role and significance in advertising. The purpose of this paper is to improve people's understanding of conceptual English in English advertisements. From the perspective of metaphor as a cognitive tool, this paper draws the following conclusion: 1) Conceptual metaphor plays a great role in persuasion in English commercial advertisements. Advertisers influence people's purchase intention by using the cognitive function of conceptual metaphor in advertising.) by analyzing three kinds of conceptual metaphors, structural metaphors. The cognitive function and meaning of orientation metaphor and substantive metaphor in commercial advertising to some extent prove that metaphor is not only a rhetorical device but also a cognitive tool to participate in cognitive activities.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H315

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相關(guān)期刊論文 前2條

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本文編號(hào)：1419062