商业广告语中通感隐喻的意义构建 ——动力意象图式视角

论文摘要

我们现在处在一个信息时代。商业广告作为一种传播媒介已经渗透到人类生活的各个角落。与此同时，通感隐喻在广告中的应用也显得愈加突出。通感隐喻在潜意识攻心方面的独特心理功能使广告有了更加强大的感染力和作用力。本文试图从认知语言学的角度，运用塔尔米的动力意象图式理论分析商业广告中的通感隐喻。本文的研究目标包括以下几点：1）论证通感隐喻意义构建的条件；2）探寻通感隐喻意义构建的基本方式；3）阐释通感隐喻意义构建的最终结果；4）论证动力意象图式理论框架下通感隐喻意义解读的可行性。通感隐喻最初被认为是一种修辞手法，但莱考夫和约翰逊的概念隐喻理论为其提供了新的研究视角。通感隐喻是作为人类重要认知方式的概念隐喻，其映射过程是由一个感官域向另一个或多个感官域映射的认知过程。塔尔米的动力意象图式理论能够从认知角度解读通感隐喻的动态映射过程。运用动力意象图式理论解读通感隐喻意义构建过程中后台认知操作，揭示通感隐喻意义构建的条件、方式和结果，论证在动力意象图式视角下通感隐喻意义解读的可行性。本文旨在运用动力意象图式理论分析商业广告语中的通感隐喻，从认知角度揭示商业广告里通感隐喻背后的动态生成过程，解读商业广告语意义构建的条件、方式和结果，从而揭示商业广告语中通感隐喻的创新意义和审美效应。希望本文可以促进动力意象图式理论在认知语言学领域的发展。同时，希望本研究成果可以帮助读者了解通感隐喻意义构建背后的动态生成过程，可使通感隐喻在商业广告创意中发挥更大的作用，有助于提高商业广告创意学的实际应用水平和理论水平。

论文目录

• 摘要
• Abstract
• Abbreviations
• List of Figures
• Chapter 1 Introduction
• 1.1 Background of the study
• 1.2 Objective of the study
• 1.3 Significance of the study
• 1.4 Outline of the study
• Chapter 2 Literature Review
• 2.1 General survey of the research of synaesthesia
• 2.1.1 Definition of synaesthesia
• 2.1.2 Studies of synaesthesia abroad
• 2.1.3 Studies of synaesthesia in China
• 2.1.4 Neurological and psychological research on synaesthesia
• 2.1.5 An analysis of synaesthesia from a linguistic perspective
• 2.1.6 Metaphor and synaesthesia
• 2.2 Definition and studies of image schema of force dynamics theory
• 2.2.1 Definition of image schema of force dynamics theory
• 2.2.2 Studies on image schema of force dynamics
• 2.3 Synaesthesia and advertising
• 2.4 Summary
• Chapter 3 Methodology and Data Collection
• 3.1 Research questions
• 3.2 Method of the study
• 3.2.1 Defining inductive reasoning
• 3.2.2 Types of inductive reasoning
• 3.2.3 Stages of inductive reasoning
• 3.3 Qualitative analysis
• 3.3.1 Defining qualitative research
• 3.3.2 Methodology of qualitative analysis
• 3.4 Data collection
• Chapter 4 Data Analysis and Discussion
• 4.1 Synaesthesia in advertising
• 4.1.1 Why do we use synaesthesia in advertising?
• 4.1.2 The function of synaesthesia in advertising
• 4.2 The study of synaesthesia in the perspective of image schema of force dynamics theory
• 4.2.1 The conditions of meaning construction
• 4.2.2 The methods of meaning construction
• 4.2.3 The final results of meaning construction
• 4.3 Synaesthesia in advertisements from the perspective of image schema of force dynamics theory
• 4.3.1 From more accessible sense organ to less accessible one
• 4.3.2 From less accessible sense organ to more accessible one
• Chapter 5 Conclusion
• 5.1 Major findings
• 5.2 Implications of the research
• 5.3 Limitations of the present study and suggestions for further research
• References
• Appendix
• Acknowledgements
• 作者简介