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从社会认知角度看广告中的性别隐喻

作　者: 单相平
导　师: 苏晓军
学　校: 苏州大学
专　业: 外国语言学及应用语言学
关键词: 性别隐喻广告社会认知
分类号: H05
类　型: 硕士论文
年　份: 2011年
下　载: 57次
引　用: 0次
阅　读: 论文下载

内容摘要

本文从Cosmopolitan, Elle,Marie Claire,《时尚伊人》,《伊人风尚》等杂志中收集了33则广告,从社会认知的角度出发,从两个方面对广告中的性别隐喻进行了分析。一是从微观的角度,以Black的互动论(Interaction Theory)为基础,并结合Sperber和Wilson的关联理论(Relevance Theory),对广告中出现的性别隐喻的类型进行分析;二是根据Fairclough的语篇分析三维模式,从宏观角度进行分析与广告中性别隐喻有关的社会因素。从微观的角度,广告中的性别隐喻类型可以分为三大类:A COMMODITY IS A MAN/WOMAN, A MAN/WOMAN IS A PRIMARY PERSON,A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES。从宏观的角度分析,性别是一个社会概念,反映了社会对性别角色的定义以及两性对自身性别角色的理解。尽管社会一直在倡导女性地位的提高,倡导男女平等,社会中仍然存在对女性不平等对待的现象,甚至在广告中。女性形象在广告中被渺小化。对于广告中性别隐喻歧视含义的识别,读者需提高意识,克服可能造成的不良社会影响。

全文目录

ACKNOWLEDGEMENTS  5-6
ABSTRACT  6-8
摘要  8-11
Chapter One INTRODUCTION  11-15
  1.1 Gender Metaphors in Advertising  11-12
  1.2 Significance and Objectives  12-13
  1.3 Layout of the Thesis  13-15
Chapter Two LITERATURE REVIEW  15-26
  2.1 Review of Research on Advertising  15-18
    2.1.1 Definition and Functions of Advertising  15-16
    2.1.2 Literature Related with Advertising  16-18
  2.2 Review of Research on Gender Metaphor  18-20
  2.3 Review of Cognitive Approaches to Metaphor Studies  20-26
    2.3.1 The Interaction Theory  20-21
    2.3.2 Lakoff & Johnson’s Conceptual Metaphor Theory  21-23
    2.3.3 Topic-vehicle Approach  23-26
Chapter Three THEORETICAL FRAMEWORK  26-40
  3.1 Overview  26-28
  3.2 Black’s Interaction Theory  28-30
  3.3 Relevance Theory  30-37
    3.3.1 Context and Contextual Effects  30-33
    3.3.2 Ostensive-Inferential Communication  33-35
    3.3.3 Weak Implicatures  35-37
  3.4.F airclough’s Three-dimensional Model of Critical Discourse Analysis  37-40
Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING  40-55
  4.1 Overview  40-41
  4.2 A COMMODITY IS A MAN/WOMAN  41-47
  4.3 A MAN/WOMAN IS A PRIMARY PERSON  47-50
  4.4 A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES  50-55
Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING  55-63
  5.1 Overview  55-56
  5.2 Language and Ideology  56-57
  5.3 Gender Issues and the Society  57-59
  5.4 A Critical Analysis of Gender Metaphors  59-63
Chapter Six CONCLUSION  63-66
  6.1 Summary of the Research and Findings  63-64
  6.2 Limitations and Prospects for Future Study  64-66
References  66-70

从社会认知角度看广告中的性别隐喻

内容摘要

全文目录

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