概念整合与英文平面隐喻广告

论文摘要

本文从概念整合理论的角度探讨了英文平面广告中的隐喻表达,即文字隐喻及画喻的意义实时构建与解读过程。证明了由Gilles Fauconnier和MarkTurner创建的概念整合理论对探索和解读广告隐喻表达背后的认知机制提供了令人振奋的可能性。广告在文字层面及图片层面广泛的应用隐喻性的表达方式,对于广告中文字隐喻的分析,本文采用了Lakoff提出的三分法,即结构隐喻、本体隐喻和方向隐喻;Forceville对画喻的四个分类标准得以应用于广告语料中画喻的分析。本文的语料皆来自于《福布斯》、《财富》、《时代》及《新闻周刊》等具有较高影响力的全球发行的美国杂志,以此,论证文字隐喻与画喻的分类标准在新的广告语料中的适用性。同时,通过概念整合的理论框架进一步揭示了隐喻广告所具有的创意从何而来,即消费者是如何在大脑中对隐喻表达进行认知构建和分析,从而产生购买的心理欲望。广告在当今社会是一种普遍可见的带有明确又实际交际概念和信息劝解目的的非人际交流方式。在随处可见的吸引人而又有效的广告中,隐喻性表达,尤其是画喻的表达方式被广告创作者越来越多的作为一种策略用来把广告需传达的与产品和服务有关的信息概念有效地传递给目标受众。本文以一定相关广告专业知识为相关背景理论支持,以“概念整合”理论为论证视角,通过对文字隐喻广告和画喻广告的分析,提出广告中的隐喻表达既反映了广告创作者对信息概念的独特创造性思维,也揭示了广告受众在解读隐喻广告过程中所展示的广泛的想象力。

论文目录

• ACKNOWLEDGEMENTS
• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Metaphor and Metaphor in Advertising
• 1.2 Research Methodology
• 1.2.1 Sampling Criteria
• 1.2.2 Data and Data Analysis
• 1.2.3 Research Methodology
• 1.3 Concems and the Structure of This Dissertation
• Chapter 2 Literature Review
• 2.1 Metaphor Research
• 2.1.1 The Definition of Metaphor
• 2.1.2 The Nature of Metaphor
• 2.1.2.1 Traditional Study of Metaphor
• 2.1.2.2 Modern Theories of Metaphor
• 2.1.3 The Working Mechanism of Metaphor
• 2.1.4 The Categorization of Metaphor
• 2.2 The Study of Metaphors in Advertising
• 2.2.1 General Introduction to English Advertisements
• 2.2.1.1 Definition
• 2.2.1.2 Main Elements in Advertising
• 2.2.1.3 Categorization of Advertisements
• 2.2.2 General Introduction to Visual Metaphor as well as the Relation between Metaphor and Advertising
• 2.2.3 Different Theoretical Opinions Related to Verbal and Nonverbal Metaphor in Studying Advertising
• Chapter 3 Theoretical Prerequisites in This Research
• 3.1 Conceptual Blending Theory
• 3.1.1 The Background of Conceptual Blending Theory
• 3.1.2 Key Terms and the Process of Conceptual Blending Theory
• 3.1.2.1 Mental Spaces
• 3.1.2.2 Emergent Structure
• 3.1.2.3 Optimality principles of CBT
• 3.1.2.4 Processes of Blending
• 3.1.2 The Integration Networks of Conceptual Blending Theory
• 3.1.2.1 Single Framing Networks
• 3.1.2.2 Frame Networks
• 3.1.3 An Illustrated Example of Conceptual Integration Theory—"the Bypass" Advertisement
• 3.2 Forceville's Pictorial Metaphor Theory
• 3.2.1 General Introduction to Pictorial Metaphor in Advertisements and Forceville's Pictorial Metaphor Theory
• 3.2.2 Classification of Forceville's Pictorial Metaphor
• 3.2.2.1 Contextual Type of Pictorial Metaphor
• 3.2.2.2 Hybrid Type of Pictorial Metaphor
• 3.2.2.3 Pictorial Simile
• 3.2.2.4 Integrated Metaphor
• Chapter 4 Cognitive Interpretation of English Printed Metaphorical Advertisements within the Framework of Conceptual Blending Theory
• 4.1 Case Studies in English Printed Metaphorical Advertisements According to Conceptual Blending Theory
• 4.1.1 Verbal Metaphor Analysis in English Printed Metaphorical Advertisements
• 4.1.1.1 Structural Metaphor Analysis in English Printed Metaphorical Advertisements
• 4.1.1.2 Ontological Metaphor Analysis in English Printed Metaphorical Advertisement
• 4.1.1.3 Orientation Metaphor Analysis in English Printed Metaphorical Advertisements
• 4.1.2 Pictorial Metaphor Analysis in English Printed Advertisements According to CBT
• 4.1.2.1 Contextual Type of Pictorial Metaphor（old term:"MP1"）
• 4.1.2.2 Hybrid Type of Pictorial Metaphor（"MP2"）
• 4.1.2.3 Pictorial Simile
• 4.1.2.4 Integrated Metaphor
• 4.2 A Summery
• Chapter 5 Conclusion
• 5.1 Summary
• 5.2 Limitations and Suggestions for Future Research
• 5.2.1 Limitations
• 5.2.2 Suggestions
• References
• Appendix A
• Appendix B
• 个人简历