从认知角度看广告中的通感

论文摘要

现代社会是一个信息发达的社会,广告作为传递信息的一种方式已经成为了人们生活中不可或缺的一部分。随着时间的流逝与经济的发展,广告似乎渗透到了社会生活的各个角落。正如隐喻一样,通感也出现在人们生活的各个角落,同时它在广告中的作用不容小觑。本文旨在从认知角度来分析广告中的通感。通感最初被认为是一种修辞手法,因此先前的学者们也仅仅是把它作为一种修辞手段来研究。Lakoff与Johnson的概念隐喻理论为修辞手法提供了研究的新视角,而这篇文章正是试图从概念隐喻理论来理解和研究通感。本文首先介绍了广告的基本知识,并通过运用概念隐喻理论来分析通感,得出通感也是一种特殊的隐喻的结论。随后,本文分析了通感在广告中的运用及其作用;除此之外,本文还运用了Fauconnier与Turner的概念整合理论来分析通感隐喻的本质及其意义的建构过程。本文认为通感不仅是一门语言研究,而且也是一种思维研究。本文分为六章,首先是广告语的介绍及对广告研究的回顾。文章的主要部分是第2、3、4、5章,在这些章节里面,我们会用概念隐喻理论去证明通感是一种特殊的隐喻,然后通过概念整合理论去了解它的意义建构过程。最后一章是对本文的回顾及对今后研究的建议。

论文目录

• Abstract
• 摘要
• Chapter 1 General Knowledge of Advertising and Advertising Language
• 1.1 Definition of Advertising and Advertising Language
• 1.2 The Function of Advertising
• 1.3 The Classification of Advertising
• 1.4 Literature Review
• 1.4.1 StylisticApproach
• 1.4.2 Semiotic Approach
• 1.4.3 Discoursal Analysis
• 1.4.4 Sociolinguistic Approach
• 1.4.5 Pragmatic Approach
• 1.5 The Significance and Structure of the thesis
• 1.6 Summary
• Chapter 2 Synaesthesia
• 2.1 General Introduction of Synaesthesia
• 2.2 An Overview of Studies on Synaesthesia
• 2.2.1 Studies of Synaesthesia in China
• 2.2.2 Studies of Synaesthesia Overseas
• 2.3 Physical and Psychological Causes of the Origin of Synaesthesia
• 2.4 Researches in Neural Science and Medical Science
• 2.5 Synaesthesia as a Special Kind of Cognitive Metaphor
• 2.5.1 Conceptual Metaphor Theory
• 2.5.2 CMT Provides a Foundation for Synaesthesia
• 2.5.3 The Same Hypothesis: “Thought Poverty”
• 2.5.4 The Same Cognitive Structure with Metaphor
• 2.6 Summary
• Chapter 3 Synaesthesia and Advertising Language
• 3.1 Why Do We Use Synaesthesia in Advertising?
• 3.2 The Use of Synaesthesia in Advertising
• 3.2.1 Verbal Advertisements
• 3.2.2 Verbo-Pictorial Advertisements
• 3.3 The Function of Synaesthesia in Advertising
• 3.4 Summary
• Chapter 4 Conceptual Integration Theory
• 4.1 General Introduction of Conceptual Integration Theory
• 4.2 A Description of Some Key Terms
• 4.2.1 Mental space
• 4.2.2 Mapping
• 4.2.3 Projection
• 4.3 Model Network of CIT
• 4.3.1 Cross-space Mapping
• 4.3.2 Generic Space
• 4.3.3 Blend
• 4.3.4 Emergent Structure
• 4.3.5 Conceptual Integration Network: surgeon as butcher
• 4.4 Summary
• Chapter 5 CIT and Synaesthesia in Advertising Language
• 5.1 Motivations for Applying CIT to Synaesthetic Metaphors in Advertising Language
• 5.2 Integration Networks of Synaesthetic Metaphors
• 5.2.1 Integration Network of Conventional Synaesthetic Metaphors
• 5.2.2 Integration Network of Novel Synaesthetic Metaphor in Advertising Language
• 5.2.3 Integration Network of Compound Synaesthetic Metaphors in Advertising Language
• 5.3 Summary
• Chapter 6 Conclusion
• 6.1 Major Findings
• 6.2 Proposals for Further Research
• Bibliography
• Appendix
• Acknowledgements