基于概念整合理论的商业广告语解读

论文摘要

广告活动是一个复杂的过程,涉及到产品信息的传播、广告的解读及说服消费者等诸多环节。一则好的广告能及时有效地激活消费者对产品的心理想象,并通过间接说服的方式成功刺激消费者的购物欲。因此,广告者如何清楚、艺术地表达诉求以及消费者如何对广告顺利地理解是至关重要的。本论文以Gilles Fauconnier和Mark Turner的概念整合理论(也称作概念合成理论)为依据,旨在探究商业广告语解读过程中的内部认知机制。概念整合理论(CIT,简称整合理论)是基于Fauconnier的一心理空间理论发展而来,它强有力的解释力或许可以为我们从在线意义建构的一角阐释整座认知冰山。文章共有五个章节：第一章导言是全文的铺垫,介绍研究的选题、研究对象,研究方法及全文总体框架结构。第二章文献综述是讨论的起点,分别从四个方面回顾了商业广告语研究的相关情况从而揭示了之前研究的不足。第三章对概念整合理论及其最初理论基础心理空间作了详细说明,整合的操作原则、过程、网络结构及优化原则都在本章有清楚的说明。第四章主要是从概念整合理论角度将选取的语料分别与四种网络结构相关联并进行解读。第五章作为全文的结语,对本研究做了总结并指出了研究中的不足并为后续研究提供了建议。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Chapter One Introduction
• 1.1 Background of the Study
• 1.2 Significance of the Study
• 1.3 Corpus and Methodology of the Study
• 1.4 A General Framework of the Thesis
• Chapter Two Literature Review
• 2.1 Advertisements We Live by
• 2.1.1 Definition of Advertisement
• 2.1.2 Types of Advertisement
• 2.1.3 Functions of Advertisement
• 2.2 Four Approaches to the Study of Commercial Advertisements
• 2.2.1 The Rhetorical Approach
• 2.2.2 The Pragmatic Approach
• 2.2.3 The Functional Approach
• 2.2.4 The Cognitive Approach
• 2.3 Summary
• Chapter Three Conceptual Integration Theory and Its Networks
• 3.1 Mental Space Theory
• 3.2 Key Terms of Conceptual Integration Theory
• 3.2.1 Input Spaces and Cross-Space Mapping
• 3.2.2 Generic Space and Blended Space
• 3.2.3 Emergent Structure
• 3.3 Four Models of Conceptual Integration Networks
• 3.3.1 Simplex Networks
• 3.3.2 Mirror Networks
• 3.3.3 Single-scope Networks
• 3.3.4 Double-scope Networks
• 3.4 Optimality Principles
• 3.5 Summary
• Chapter Four The Way We Think:Case Study for the Interpretation of Commercial Advertisements in Networks
• 4.1 Case Study of Simplex Networks
• 4.2 Case Study of Mirror Networks
• 4.3 Case Study of Single-scope Networks
• 4.4 Case Study of Double-scope Networks
• 4.5 Summary
• Chapter Five Conclusion
• 5.1 Major Findings of the Study
• 5.2 Suggestions for Further Research
• References
• Appendix