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广告语言的认知与模因解读

作　者: 王城
导　师: 汪少华
学　校: 南京师范大学
专　业: 英语语言文学
关键词: 广告语言概念隐喻概念合成模因
分类号: H05
类　型: 硕士论文
年　份: 2011年
下　载: 43次
引　用: 0次
阅　读: 论文下载

内容摘要

本文从两个角度对广告语言进行论述：认知角度和模因角度。首先,本文运用概念隐喻理论和概念合成理论分析广告语言的认知思维方式及其在线意义构建过程。其次,本文在模因理论的基础上阐释广告语言是如何被广泛传播并被受众接受的。本文采用了定性研究的方法。作者以图书馆的资源为资料主要来源,收集了有关广告的文献资料,主要包括图书馆收录的书籍和报纸,以及数据库收录的期刊,从中随机选取了一些受欢迎的中英文广告。通过定性研究,作者使用分析综合以及归纳演绎的方法探索出广告语言的潜在规则,并使得读者能够在理论水平上更好地认识广告语言。研究表明概念隐喻理论和概念合成理论对于广告语言的在线意义构建具有重要作用。在广告语言的设计中,广告设计者总是有意识或无意识地运用隐喻和概念合成来增加广告的信息含量,精简广告的语言,提高广告的吸引力,从而达到提高产品知名度和促进产品销售额的目的。广告语言作为文化的一种,模因理论多角度地阐释了其传播和接受的过程。研究表明,符合强势模因特征的广告语言更能取得成功。因此,作者建议在广告语言的设计中,设计者应注重认知理论和模因理论的应用,并根据所述理论组织广告语言。

全文目录

摘要  7-8
Abstract  8-9
Chapter One Introduction  9-13
  1.1 Motivation of the Present Study  9-10
  1.2 Objectives of the Present Study  10-11
  1.3 General Structure of the Thesis  11-13
Chapter Two Literature Review  13-27
  2.1 The Definition of Advertising Language  13
  2.2 The Micro View of Advertising Language Study  13-16
  2.3 The Macro View of Advertising Language Study  16-25
    2.3.1 The Development of Related Linguistic Theories  16-20
    2.3.2 The Applicational Study of Linguistic Theories and Advertising Language  20-23
    2.3.3 The Study of Advertising Language in Different Fields  23-25
  2.4 Summary  25-27
Chapter Three Theoretical Foundations  27-41
  3.1 Conceptual Metaphor Theory  27-30
    3.1.1 Definition of Metaphor  27-28
    3.1.2 Three Types of Metaphors  28-30
      3.1.2.1 Structural Metaphor  28-29
      3.1.2.2 Orientational Metaphor  29-30
      3.1.2.3 Ontological Metaphor  30
  3.2 Conceptual Blending Theory  30-34
    3.2.1 "Four-space" Model  30-32
    3.2.2 Network Model  32-34
    3.2.3 Space Mapping  34
  3.3 Memetics  34-40
    3.3.1 Definition of Meme  34-35
    3.3.2 Two Types of Replication and Transmission  35-38
      3.3.2.1 Genotype Transmission  36-37
      3.3.2.2 Phenotype Transmission  37-38
    3.3.3 Contagious Memes and Weak Memes  38-40
  3.4 Summary  40-41
Chapter Four An Integrated Analysis of Advertising Language——CognitiveApproach and Memetic Approach  41-59
  4.1 Methodology  41
  4.2 The Cognitive Approach to Advertising Language Analysis  41-53
    4.2.1 Advertising Language Analysis on the Basis of Conceptual Metaphor Theory  42-44
      4.2.1.1 Structural Metaphor in Advertising Language  42-43
      4.2.1.2 Orientational Metaphor in Advertising Language  43-44
      4.2.1.3 Ontological Metaphor in Advertising Language  44
    4.2.2 Advertising Language Analysis on the Basis of Conceptual Blending Theory  44-53
      4.2.2.1 "Four-Space"-Model-based Advertisements  44-46
      4.2.2.2 Network-Model-based Advertisements  46-50
      4.2.2.3 Space-Mapping-based Advertisements  50-53
  4.3 The Memetic Approach to Advertising Language Analysis  53-57
    4.3.1 Genotype Transmission of Advertising Language  53-54
    4.3.2 Phenotype Transmission of Advertising Language  54-56
    4.3.3 Contagious Memes and Weak Memes in Advertising Language  56-57
  4.4 Summary  57-59
Chapter Five Conclusion  59-64
  5.1 Research Findings  59-60
  5.2 Research Limitations  60-62
  5.3 Implications of the Thesis and Suggestions for Further Study  62-64
References  64-68
Appendix Ⅰ Source of Advertising Materials  68-69
Acknowledgements  69

广告语言的认知与模因解读

内容摘要

全文目录

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