从社会认知角度看广告中的性别隐喻

论文摘要

本文从Cosmopolitan, Elle,Marie Claire,《时尚伊人》,《伊人风尚》等杂志中收集了33则广告,从社会认知的角度出发,从两个方面对广告中的性别隐喻进行了分析。一是从微观的角度,以Black的互动论(Interaction Theory)为基础,并结合Sperber和Wilson的关联理论(Relevance Theory),对广告中出现的性别隐喻的类型进行分析;二是根据Fairclough的语篇分析三维模式,从宏观角度进行分析与广告中性别隐喻有关的社会因素。从微观的角度,广告中的性别隐喻类型可以分为三大类:A COMMODITY IS A MAN/WOMAN, A MAN/WOMAN IS A PRIMARY PERSON,A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES。从宏观的角度分析,性别是一个社会概念,反映了社会对性别角色的定义以及两性对自身性别角色的理解。尽管社会一直在倡导女性地位的提高,倡导男女平等,社会中仍然存在对女性不平等对待的现象,甚至在广告中。女性形象在广告中被渺小化。对于广告中性别隐喻歧视含义的识别,读者需提高意识,克服可能造成的不良社会影响。

论文目录

• 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