广告语言的认知与模因解读-外国语言文学;英语语言文学专业论文.docxVIP

C C ontents 摘要 ． ．． ”I Abstract 。 ． 。 Il Chapter One Introduction ． ． ·1 1．1 Motivation ofthe Present Study ． ．．1 1．2 Objectives ofthe Present Study． ··2 1．3 General Structure of the Thesis 3 Chapter Two Literature Review 5 2．1 The Definition ofAdvertifing Language j 5 2．2 The Micro View ofAdvertising‘Language Study 5 2．3 The Macro View ofAdvertising Language Study 8， 2．3．1 The Development ofRelated Linguistic Theories ．i ．．8 2．3．2 The Applicational Study of Linguistic Theories and Advertising Language ·12 2．3．3 The Study ofAdvertising Language in Different Fidds ·15 2．4 Summary ： 17 Chapter Three Theoretical Foundations ··19 3．1 Conceptual Metaphor Theory ·19 3．1．1 Definition ofMetaphor ‘ ． 19 3．1．2 Three Types ofMetaphors ．·20 3．1．2．1 Structural Metaphor ．．20 3．1．2．2 Orientational Metaphor 2 1 3．1．2．3 Ontological Metaphor ．．22 3．2 Conceptual Blending Theory． ． ． ．．．． ．．．． 22 3．2．1“Four．space”Model j 22 3．2．2 Network Model ．24 3．2．3 Space Mapping．． ． ． ． ． ． 26 3．3 Memetics ． ． ． ． ． 26 ：}．3．1 ：}．3．1 Definit％n ofMeme ． ． ．．．：． ． ． ．． ． ．．．26 3．3．2 Two Types ofReplication and Transmission 27 3．3．2．1 Genotype Transmission ．．28 3．3．2．2 Phenotype Transmission ．29 ‘3．3．3 Contagious Memes and Weak Memes ： ．30 3．4 Summary． ．． ． ．． ． ． ． ． ．．． ． ．．． ． ． ． ．．32 Chapter Four An Integrated Analysis of Advertising Languag争—一Cognitive Approach and Memetic Approach ．．33 4．1 Methodology ．． ． ． ． ． ． ．．．． ． ． 33 4．2 The Cognitive Approach to Advertising Language Analysis．j 33 4．2．1 Advertising Language Analysis on the Basis of Conceptual Metaphor Theory ． ． ． ． ．．． ． ．．j ．．．．：；z} 4．2．1．1 Structural Metaphor in Advertising Language 34 4．2．1．2 Orientational Metaphor in Advertising Language 35 4．2．1．3 Ontological Metaphor in Advertising Language ．： ．36 4．2．2 Advertising Language Analysis on the Basis of Conceptual Blending Theory ． ． ．36 4．2．2．1 “Four-Space-Model—based Advertisements ．．36