顺应论视角下广告中的新奇隐喻研究

论文摘要

本文试图从认知-语用的角度探讨杂志广告中的新奇隐喻。以维索尔伦的顺应论做为理论指导,本文作者认为,新奇隐喻产生的过程就是对语境各种因素进行顺应的过程。它主要涉及两个过程,一是对心理世界的顺应,二是对社交世界的顺应。为验证此观点,本文从两个层次展开探讨,对所搜集到的广告案例进行分析。研究的结果发现,第一,新奇隐喻从两个方面,即从理性触动的角度,和感性触动的角度,服务于广告的劝说目的。新奇性不仅存在于感情之中,同时它也可以通过推理过程产生。第二,新奇隐喻产生的过程有两个层次。在微观语义的层次上,通过概念合成而产生;在宏观的层次上,通过对某一社会文化的具体各种因素进行顺应而产生。第三,研究的结果与顺应论关于语言多变性、协商性和顺应性的观点吻合。该研究的启示是新奇隐喻的产生和理解,是一个互为因果的过程。在复杂的广告顺应性体系中,一则说服力不强的广告,可以进一步地进行修改、完善。修改的根据,就是广告受众的内在心理认知和外在社会文化环境多维互动的结果反馈。

论文目录

• Abstract
• 摘要
• Table of Contents
• Chapter 1 Introduction
• 1.1 Definition of Novel Metaphor
• 1.2 Rationale of the Present Study
• 1.3 Research Questions
• 1.4 Data Collection and Research Method
• 1.5 Organization of the Thesis
• Chapter 2 Literature Review
• 2.1 Metaphor Studies in the Field of Advertisements
• 2.1.1 Cognitive perspective-ZMET
• 2.1.2 Speech act perspective
• 2.1.3 Pragmatic perspective
• 2.1.4 Summary
• 2.2 Previous Studies on Novel metaphor
• 2.2.1 Cognitive approach-Conceptual blending
• 2.2.2 Pragmatic-cognitive approach
• 2.2.3 Summary
• 2.3 Evaluation
• Chapter 3 Theoretical Framework
• 3.1 Micro Semantic Level:Fauconnier's Blending Theory
• 3.2 Macro Pragmatic Level:Verschueren's Adaptation Theory
• 3.2.1 Ingredients of Communicative context
• 3.2.2 Ingredients of Linguistic context
• 3.2.3 Summary
• 3.3 Heuristics for the Interpretation,Principle of Relevance Oriented
• Chapter 4 Novel Metaphor-Tactics for Promotion
• 4.1 Overview
• 4.1.1 Visual metaphor working as contextual assumptions
• 4.1.2 Characteristics of magazine advertising
• 4.2 Reasons Why Novel Metaphors Are Created
• Chapter 5 Linguistic Realizations of Novel Metaphor in Advertisements
• 5.1 Novel Metaphor for Emotional Triggering
• 5.1.1 Hermes' fragrance:Eau des Merveilles
• 5.1.2 Top brands adopt the technique
• 5.1.3 Summary
• 5.2 Novel Metaphor for Rational Triggering
• 5.2.1 Biotherm solves the problem
• 5.2.2 L'oreal outlines the effect:By Hydrafresh
• 5.2.3.Domestic producers follow suit
• 5.2.4 Summary
• Chapter 6 Major Constraints in Generating Novel Metaphor
• 6.1 Constraints of Blending Works
• 6.2 Adaptability Constraints
• 6.2.1 Mental aspects
• 6.2.2 Social aspects
• Chapter 7 Conclusion
• 7.1 Major Findings
• 7.2 Implication
• 7.3 Limitations of the Thesis
• Bibliography
• Acknowledgement
• 在学期间的科研成果及发表的学术论文