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摘要:广告作为商品促销的重要手段,最大、最快、最广泛的信息传递媒介,具有明确的目的性,旨在造成消费者视觉,感觉映像,引导消费者的注意和兴趣,促进购买。语言作为信息交流和传递的主要载体,在广告中起着至关重要的作用。本论文将从认知语义学角度分析英语广告中的隐喻。 传统语言学把隐喻归为语言修辞学的一部分,而认知语义学认为隐喻不仅仅是语言修辞格的一种,更是人类本身固有的一种认知机制。本文从语言学的认知视角下,在原有理论基础之上配合丰富的例证讨论隐喻如何在广告中运作,以及隐喻的身体经验基础以及它在广告中的作用。通过大量例证分析,本文以为概念隐喻有和广告相吻合的认知功能,三种概念隐喻分别为广告的不同认知功能提供认知基础,并且服务于广告的主要信息功能。
关键词:隐喻 认知 英语广告
Contents Abstract 中文摘要 Chapter 1 Introduction-1 1.1 Research Background-1 1.2 Research Methodology-1 1.3 The Purpose and Significance of the Study-2 Chapter 2 Literature Review-3 2.1 An Overview of Cognitive Semantics-3 2.2 Domestic and Foreign Research present Situation-4 Chapter 3 Cognitive Approach to Metaphors-5 3.1 The Nature of Metaphor-5 3.2 The Classification of Metaphor-6 3.3 The operating Mechanism of Metaphor-6 3.3.1 Semantic Conflicting: The basic Condition of Metaphor-6 3.3.2 Mapping:The basic approach of Metaphor operating-7 3.3.3 The Basic Condition of Producing Metaphor Meaning-7 Chapter 4 The Metaphor in Advertising-7 4.1 Orientation Metaphors-7 4.1.1 Orientation Metaphors in Advertising-7 4.1.2 Summary- 10 4.2 Ontological Metaphors in Advertising-10 4.2. 1 Entity and Substance Metaphors and Their Cognitive Functions-10 4.2.2 Personification Metaphors and Their Cognitive Functions-12 4.2.3 Container Metaphors, Container Schemas and Their Cognitive Functions-13 4.3 Structural Metaphors-15 4.3.1 Structural Metaphors in Advertising and Their Cognitive Functions-15 4.3.2 Summary-17 Conclusion-18 5 .1 General Summary-18 5.2 Main Findings and Conclusion-18 5.3 Limitations and Suggested Further Research-19 Bibliography-21 ACKNOWLEDGEMENTS-22 |