从概念整合理论解读中文平面公益广告

论文摘要

公益广告是现代社会的产物,是为了社会公众的切身利益而提供服务的非商业性广告。公益广告的作用是通过传播某种有益于社会的观念,营造良好的社会道德风尚,营造绿色人类生存环境,使人类得以健康发展,社会得以文明进步。当前国内外不少学者从功能语法、言语行为、修辞手段等对广告语进行了研究,而从概念整合的角度对公益广告语的研究尚不多见。本文以中文平面公益广告为研究对象,从Fauconnier和Turner提出的概念整合的认知角度出发,运用四种空间网络理论即简式网络（simplex networks）、镜像网络（mirror networks）、单域网络（single-scope networks）和双域网络（double-scope networks）为主要理论框架对其进行分析,研究探讨广大受众如何理解公益广告中的意义,尤其是其创新意义。作者通过收集国内各大广告比赛中的获奖平面公益广告,选取其中二十二个为例,分别分析它们在词汇组合、语法结构、修辞手段、视觉修辞等方面的意义建构,进一步阐释受众理解公益广告中创新意义的心智过程,并得出以下结论：1.概念整合理论在解读中文公益广告过程中发挥自己的优势。它不仅能很好地解释公益广告中的语言成分,还对公益广告中的图片信息具有很强的解释力。从语言层面的方面看,受众在理解公益广告时,充分运用概念整合来理解不同语言层面的意义（从复合词组,语法结构到修辞手法）。整合空间中的层创结构是概念整合的核心,也是受众理解公益广告中创新意义的关键。从视觉符号的方面看,公益广告中的图片信息也向受众提供一种特别的心智空间,是概念整合过程中的重要成分。图片在视觉上也产生修辞效果。2.镜像网络、单域网络和双域网络在公益广告中广泛使用,而简式网络则很少使用。这表明简洁的公益广告语言对应的是复杂的空间网络模型。简单的语言表达形式能够促使极其复杂的意义建构。本文探讨概念整合理论在中文平面公益广告中的运用,扩展了这些理论的实践研究,对先前公益广告语研究有所补充和扩展。希望它能对广告语篇的深入研究提供有价值的参考。

论文目录

• 摘要
• Abstract
• List of Figures
• Chapter 1 Introduction
• 1.1 Background of the Present Research
• 1.2 Objective and Significance of the Present Research
• 1.3 Methodology
• 1.3.1 Data Sampling Criteria
• 1.3.2 Medium Sampling Criteria
• 1.4 Research Questions
• 1.5 Outline of the Present Thesis
• Chapter 2 Literature Review
• 2.1 Literature on Conceptual Blending Theory at Home and Abroad
• 2.1.1 Studies of Conceptual Blending Theory Abroad
• 2.1.2 Studies of Conceptual Blending Theory at Home
• 2.2 Literature on Public Service Advertisements at Home and Abroad
• 2.2.1 Studies of Public Service Advertisements Abroad
• 2.2.2 Studies of Public Service Advertisements at Home
• 2.2.2.1 Stylistic Approach
• 2.2.2.2 Functional Approach
• 2.2.2.3 Semiotic Approach
• 2.3 Definition of the Public Service Advertisement
• 2.3.1 Definition of the Public Service Advertisement
• 2.3.2 Definition of the Chinese Public Service Advertisement in the Present Research
• Chapter 3 Theoretical Framework
• 3.1 Mental Space Theory
• 3.1.1 A Brief Review of Mental Space
• 3.1.2 Definition of Mental Space
• 3.1.3 The Access Principle
• 3.2 Conceptual Blending Theory
• 3.2.1 The Network Model of Conceptual Blending
• 3.2.2 The Process of Conceptual Blending
• 3.2.3 Types of Conceptual Blending Networks
• 3.2.3.1 Simplex Networks
• 3.2.3.2 Mirror Networks
• 3.2.3.3 Single-Scope Networks
• 3.2.3.4 Double-Scope Networks
• 3.3 Summary
• Chapter4 Analysis of Chinese Public Service Advertisements from the Perspective of Conceptual Blending
• 4.1 Meaning Construction in the Compound
• 4.1.1 Conceptual Blending and Noun-Noun Compound
• 4.1.2 Conceptual Blending and Adjective-Noun Compound
• 4.2 Meaning Construction in Syntactic Structures
• 4.2.1 Conceptual Blending and Imperative Sentences
• 4.2.2 Conceptual Blending and Counterfactual Conditionals
• 4.3 Meaning Construction in Rhetorical Figures
• 4.3.1 Conceptual Blending and Hyperbole
• 4.3.2 Conceptual Blending and Analogy
• 4.4 Meaning Construction in Visual Rhetoric
• 4.4.1 Visual Rhetoric
• 4.4.2 Visual Metaphor
• 4.4.3 Visual Metaphor and Conceptual Blending
• 4.4.3.1 Simile and Conceptual Blending
• 4.4.3.2 Hybrid and Conceptual Blending
• 4.4.3.3 Contextual and Conceptual Blending
• 4.4.4 Visual Metonymy and Conceptual Blending
• 4.5 Summary
• Chapter 5 Conclusion
• 5.1 Main Findings
• 5.2 Limitations and Suggestions for Further Studies
• Bibliography
• Appendix
• Publications during the Postgraduate Program
• Acknowledgements