英语印刷广告中隐喻的认知与功能分析——从认知语言学角度

摘要

本文旨在从认知语言学理论的角度，对广告中的隐喻进行认知和功能分析，以对广告的设计提供借鉴，从而收到更好的宣传效果。作者采用定性研究的方法，以英语印刷广告中的隐喻为研究对象。该论文共分五章，文中第一、二章介绍了研究课题的来源、目的、意义、研究方法、研究范围以及当前广告中隐喻研究的现状。第三、四章是论文的主体部分。第三章介绍了本文用于研究的理论分析框架：(1)隐喻的分类：利用隐喻源域和目标域的模态数可以将所研究的隐喻分为单模态和多模态两类，而利用莱考夫的理论又可将单模态隐喻分为方位隐喻、实体隐喻和结构隐喻三类，最后根据源域和目标域中的模态个数再将多模态隐喻分为源域为多模态、目标域为多模态和两域均为多模态三类；(2)分析工具：利用概念隐喻理论中源域和目标域间的映射进行认知和说服功能分析；对于较为复杂的创意功能分析，则用概念合成理论中的四空间模型进行分析。第四章则用概念隐喻和概念合成理论对选取的例子进行了认知和功能分析。第五章介绍了本论文的研究结果：(1)隐喻在英语印刷广告中应用广泛，其源域是人们日常生活中熟悉的事物，而目标域则是厂家所推销的产品；(2)从认知的角度看，方位隐喻、实体隐喻和结构隐喻在人们理解广告的过程中扮演着重要的角色；(3)与概念隐喻理论中源域和目标域的映射相比，概念合成理论中的四空间模型在解释广告创意等复杂的认知过程时更具有优势；(4)隐喻在英语广告中的功能主要有两个方面一说服功能和创意功能；(5)随着传媒技术的进步，多模态隐喻的使用成为英语印刷广告中隐喻的使用趋势。此外，第5章还对今后的研究提出了建议。

目录

文摘

英文文摘

ACKNOWLEDGEMENTS

List of Tables

List of Figures

Chapter One INTRODUCTION

1.1 Purposes of the Study

1.2 Significance of the Study

1.3 Structure of the Thesis

Chapter Two LITERATURE REVIEW

2.1 Studies on Metaphor from Perspectives of Rhetorics, Semantics and Pragmatics

2.1.1 Metaphor in Rhetorics

2.1.2 Metaphor in Semantics

2.1.3 Metaphor in Pragmatics

2.2 Studies on Metaphor from Perspective of Cognitive Linguistics

2.3 Previous Studies on English Advertisements in Foreign Countries and China

2.3.1 Previous Studies on English Advertisements in Foreign Countries

2.3.2 Previous Studies on English Advertisements in Chinaa

2.4 Previous Studies on Metaphors in English Advertisements in Foreign Countries and China

2.4.1 Previous Studies on Metaphors in Advertisements in Foreign Countries

2.4.2 Previous Studies on Metaphors in Advertisementm in China

2.5 Analysis of the Previous Studies and the Study Perspective of This Thesis

Chapter Three ANALYTICAL FRAMEWORK OF THIS THESIS

3.1 The Method of Classifying Metaphors for Analysis

3.1.1 The Difference between Multimodality and Mono-modality

3.1.2 A Metaphor in Printing English Advertisments may Be Multimodal

3.2 CMT Used for Analyzing the Cognitive Process and Persuasion Function of Metaphors in English Advertisements

3.2.1 Conceptual Metaphor Theory(CMT)

3.2.2 The Reason Why CMT Is Applied for Analysis

3.3 CBT Used for Analyzing Originality Function of Metaphors in Printing English Advertisements

3.3.1 Conceptual Blending Theory(CBT)

3.3.2 The Reason Why CBT Is Applied for Analysiss

3.5 Summary

Chapter Four ANALYSIS OF METAPHORS IN PRINTING ENG ADVERTISEMENTS

4.1 Methodology of Studyy

4.1.1 Material for Study

4.1.2 Procedures for Study

4.2 Cognitive Analysis of Metaphors in Printing English Advertisments

4.2.1 Cognitive Analysis of Mono-modal Metaphors in Printing English Advertisments

4.2.2 Cognitive Analysis of Multimodal Metaphors in Printing English Advertisements

4.3 Functional Analysis of Metaphors in Printing English Advertisements

4.3.1 Persuasion Function of Metaphors in Printing English Advertisements.

4.3.2 0riginality Function of Metaphors in Printing English Advertisements.

4.4 Summary

Chapter Five CONCLUSION

5.1 Findings of This Study

5.2 Limitations of This Study

5.3 Suggestions for Future Study

REFERENCES

在读期间发表的学术论文与研究成果