【作者】 梁远冰；

【导师】 韦汉；

【作者基本信息】 广西师范大学 ， 外国语言学及应用语言学， 2007， 硕士

【摘要】 现代社会中,广告已经渗透到我们生活的每个角落。广告作为当今信息传播的一种方式和推销商品的手段正日益发达和繁荣。广告人普遍相信,隐喻性广告能帮助说服消费者对其产品产生好感,并进一步促成其购买欲望。以Lakoff为代表的认知语言学家提出的概念隐喻理论有别于传统的对隐喻的看法,认为隐喻是认知的手段,而不仅仅是语言上的修辞。这为我们重新审视广告中的隐喻提供了新的视角和方法。通过对广告中的隐喻研究的回顾,我们发现隐喻仍被普遍视为一种修辞。即使偶有将隐喻视为认知的手段,却缺乏有力的数据和语料来佐证其观点。本文从认知的角度出发,并根据Lakoff的概念隐喻理论框架试图对广告中隐喻现象进行系统的研究。希望能进一步认清广告人对隐喻选择的策略。本文语料均来自英文版商业周刊。根据Lakoff对隐喻的定义进行语料鉴别,分类及整理,并得出一个基于一定语料之上的一张概念隐喻概览。从这张表中我们发现,语料中出现频率较高的源域依次是:生命体,旅途,建筑,运动,战争或斗争。在对语料进行整体分析的基础上,本文对出现频率最高的两个源域,即生命体和旅途,进行了系统的个案分析。分别检验每个源域的呈现特点,辨识哪些特征获得更多的凸显。然后对以生命和旅途为源域的概念隐喻进行比较分析。最后得出结论并印证了概念隐喻理论的基本观点:(1)概念隐喻的基础是体验性的。人与外部世界的接触感知和体验对广告隐喻的理解具有至关重要的作用;(2)概念隐喻呈系统性投射,源域保持了内部的意象图式结构;(3)在对旅途这一源域的深入研究中发现,广告人对源域特征的选择上具有明显的偏向性;(4)即使是共享了相同的源域,如旅途和生命体,不同的概念隐喻对源域投射到目标域的特征的选择也呈明显的偏向性。对语料的进一步分析发现隐喻中的情感因素在广告中有着十分重要的作用。能够产生积极情感的源域更受到广告人的青睐。而这个情感因素在当代隐喻理论中却很少涉及。我们还发现,在语料当中还存在着与Lakoff所定义的隐喻有所出入的另一类隐喻:混合隐喻。我们也试图在概念隐喻理论的框架下对这种混合隐喻进行分析并得出结论:虽然混合隐喻在语义层面会有冲突,但是通过对其上位隐喻和概念的研究表明,混合隐喻是可以理解和接受的,可以说混合隐喻为我们带来了观察事物的新的视角。更多还原

【Abstract】 In the modern society, advertising has penetrated into every corner of our lives. As a means of information communication and an approach of promotion, advertising has fully developed and is growing vigorously. Advertisers generally believe that metaphorical advertising can help persuade audience to have a favorable impression on the products and help to bring about their desire to purchase the products.Different from the traditional point of view, cognitive linguists with Lakoff as the representative put forward Conceptual Metaphor Theory, regarding metaphor as a cognitive device to understand and construct our mind rather than merely a kind of figure of speech. This theory provides us with a new perspective and approach to observe and examine metaphors in advertising.With an overview of the researches on metaphors in advertising, we find that metaphor was still seen as a rhetorical phenomenon. Even there was occasion when metaphor was considered to be a cognitive device; there was no sufficient statistic and corpora to prove the viewpoint.Our present study starts from cognitive perspective and explores metaphors in advertising in a systemic way under the framework of Conceptual Metaphor Theory posed by Lakoff, hoping to have a closer look at the strategy of advertisers in selecting conceptual metaphors. The corpora in our study come from BusinessWeek (English version). We identify, classify and categorize conceptual metaphors according to the definition Lakoff gave, and bring about a chart giving a general picture of all the conceptual metaphors appear in the study. From this chart, we discover that the source domains enjoy the most popularity of the advertisers are ANIMATED THINGS, JOURNEY, CONSTRUCTION, SPORTS OR GAMES, and WAR OR FIGHTING.Based on the general analysis of the corpora, we go deep into the exploration and have a systemic case study on two source domains with the most occurrence number, i.e., ANIMATED THINGS and JOURNEY, respectively. We examine the characteristics of each source domain and the features that get highlighted. Then we make a comparative study on the conceptual metaphors that share the same source domain. And the final results we attain prove the fundamental key concepts of Conceptual Metaphor Theory: (1) conceptual metaphor is experientially based. The physical touch with the outer world and experience of human beings play an important role in understanding metaphors in advertising; (2) conceptual metaphor is systemically mapped from source domain to target domain, the inner image-schematic structure of source domain is preserved; (3) in the exploration of JOURNEY domain, it is found that advertisers have an obvious tendency in choosing the features of source domain JOURNEY; (4) different conceptual metaphors also have a strong tendency in choosing features of source domain that are mapped onto the target domains even if they share the same source domain.Affect is found to play a key role in metaphorical advertising with a further study of the data. Those source domains which can raise a positive affect are more favorable to advertisers. But affect in the contemporary metaphor researches is generally neglected. We also find that there are some metaphors that go inconsistent with the definition Lakoff gave. These metaphors are mixed metaphors. And in current thesis we try to analyze this phenomenon under the framework of Conceptual Metaphor and conclude that mixed metaphors are acceptable and understandable by resorting to the corresponding concepts and conceptual metaphors at the superordinate level even though there are conflicts at semantic level. It can be said that mixed metaphors give us a new angle to look at things.更多还原