认知语言学-结构性隐喻广告.docVIP

摘要: 当今社会中，广告已经和我们的生活息息相关，密不可分。广告作为现代传播信息的一种媒介和商品销售的方式正日益发展并繁荣。广告商大都认为，隐喻性广告能帮助劝说消费者青睐其商品，并购买其商品。近几十年来，人们对隐喻的研究取得了极大的进步。Lakoff 等人提出的概念隐喻理论获得了众多学者和语言学家的认可。根据概念隐喻理论，隐喻的定义是用一领域的事物或经验来表达另一领域范围的事物或经验。从认知角度讲，隐喻可以分成三种：结构隐喻，方位隐喻及实体隐喻。这为我们重新研究广告中的隐喻提供了新的方向和方法。本论文从Lakoff＆Johnson认知角度的经验观出发，对英文广告语言中的结构性隐喻进行分析，讨论它们的基础以及它们在广告中的功能，以期望对广告中隐喻的运用和理解提出新的认知角度的见解，同时也为认知语言学提供隐喻在广告应用中的真实语料，为其对结构性隐喻从认知方面的阐释提供广告中的论据。本文重点分析了英文广告实例中的结构性隐喻及它们在广告中的认知功能。目的是通过这些研究说明在英文广告中概念隐喻是如何向消费者传达主要的销售观念的，从而帮助提高英语学习者对英文广告的理解。 关键词：认知，隐喻，结构性隐喻，英文广告 Abstract: Nowadays, advertising has been flourished every corner. As a media of communicating information and a tool of promoting goods, advertising has fully developed and is growing prosperously. It is generally thought by the advertisers that metaphorical advertising will help convince the consumers to have a good impression on the goods and help to arouse their desire to buy the goods. In recent years, it testified a great interest in the research of the metaphor. Linguist George Lakoff with philosopher Mark Jonson (1980) first put forward the key features of metaphor. In a cognitive view, metaphor can be divided into three types: structural metaphor, orientational metaphor and ontological metaphor. According to the cognitive approach of Lakoff and Jonson’ experiential view, this paper analyze the structural metaphors in advertising and study their bodily experiential basis and their functions in advertising. It is very important for them, especially for the English learners to learn and fully comprehend English advertisements. Thus the author hopes that this thesis will be helpful for people to comprehend various ads. Keywords: cognitive; metaphor; structural metaphor; English advertisements 1. Introduction Nowadays, advertising has been following us here and there. Advertisement is a pervasive phenomenon and there have already been a lot of literatures about the language of advertising approached from a wide range of disciplines, such as sociology, linguistics,