认知语言学视角下网络软广告中的隐喻研究
发布时间：2024-02-15 07:18
相对于硬广告而言,软广告虽然同样以宣传和营销为目的,但其商业意图通常未直接表达出来,广告形式具有较强的隐蔽性,潜移默化地影响受众。近年来,软广告受到学术界的广泛关注,对其研究主要集中于广告学、公关学、广告心理学范畴。而语言学界多以传统广告为研究对象,主要研究其修辞效果和语用效应。有关软广告的修辞学和语用学等研究较少,对受众的认知影响的研究更为罕见。本研究以认知语言学相关理论为研究视角,分析软广告中隐喻使用的特点、隐喻的形成过程以及隐喻的认知效应,试图解释软广告是如何通过隐喻传达其广告意图,让受众潜移默化地接受、认可所广告的品牌和产品。本文以国产知名护肤品牌—百雀羚的官方微博上发布的软广告为研究对象,收集语料并建立语料库;将收集到的软广告语料分为文字广告(80则)、图片广告(86则)和视频广告(1则)三类进行整理和分析。本文主要以Lakoff和Johnson的隐喻分类,从概念融合的视角对网络软广告中的文字隐喻的创造过程进行概念整合分析;应用Relevance Theory分析图片隐喻以及根据多模态隐喻及概念融合相关理论对视频隐喻的创造过程进行研讨。本研究发现:软广告通过使用文字隐喻,试图...
【文章页数】：89 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
Chapter 1 Introduction
1.1 Research Background
1.2 Aims and Significance
1.3 Organization of the Thesis
Chapter 2 Literature Review
2.1 Previous Studies of Internet Advertorials
2.2 Previous Studies of Advertisements from the Perspective of CognitiveLinguistics
2.3 Summary: A Comment on the Previous Studies
Chapter 3 Theoretical Framework and Research Methodology
3.1 Theoretical Framework
3.1.1 Metaphor Classification of Lakoff and Johnson
3.1.2 Relevance Theory
3.1.3 Conceptual Blending Theory
3.1.4 Interrelationship Between Metaphor and Conceptual Blending Theory
3.2 Research Methodology
3.2.1 Data Collection
3.2.2 Research Procedure
Chapter 4 Data Description and Analysis of the Use of Metaphors in Internet Advertorials
4.1 Description of the Collected Data
4.2 Analysis of the Use of Metaphors in Internet Advertorials
4.2.1 Analysis of the Use of Text Ontological Metaphors
4.2.2 Analysis of the Use of Text Structural Metaphors
4.2.3 Analysis of the Use of Text Orientational Metaphors
4.2.4 Analysis of the Use of Picture and Video Metaphors
4.3 Conceptual Blending Systems of Metaphor in Internet Advertorials
4.4 Cognitive Effects of Metaphor in Internet Advertorials
4.5 Summary
Chapter 5 Conclusions
5.1 Major Findings
5.2 Enlightenment
5.3 Limitations
5.4 Suggestions
Acknowledgements
Bibliography
Appendix
Research Results Obtained During the Study for Master Degree
本文编号：3899440
【文章页数】：89 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
Chapter 1 Introduction
1.1 Research Background
1.2 Aims and Significance
1.3 Organization of the Thesis
Chapter 2 Literature Review
2.1 Previous Studies of Internet Advertorials
2.2 Previous Studies of Advertisements from the Perspective of CognitiveLinguistics
2.3 Summary: A Comment on the Previous Studies
Chapter 3 Theoretical Framework and Research Methodology
3.1 Theoretical Framework
3.1.1 Metaphor Classification of Lakoff and Johnson
3.1.2 Relevance Theory
3.1.3 Conceptual Blending Theory
3.1.4 Interrelationship Between Metaphor and Conceptual Blending Theory
3.2 Research Methodology
3.2.1 Data Collection
3.2.2 Research Procedure
Chapter 4 Data Description and Analysis of the Use of Metaphors in Internet Advertorials
4.1 Description of the Collected Data
4.2 Analysis of the Use of Metaphors in Internet Advertorials
4.2.1 Analysis of the Use of Text Ontological Metaphors
4.2.2 Analysis of the Use of Text Structural Metaphors
4.2.3 Analysis of the Use of Text Orientational Metaphors
4.2.4 Analysis of the Use of Picture and Video Metaphors
4.3 Conceptual Blending Systems of Metaphor in Internet Advertorials
4.4 Cognitive Effects of Metaphor in Internet Advertorials
4.5 Summary
Chapter 5 Conclusions
5.1 Major Findings
5.2 Enlightenment
5.3 Limitations
5.4 Suggestions
Acknowledgements
Bibliography
Appendix
Research Results Obtained During the Study for Master Degree
本文编号：3899440
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