认知语言学-结构性隐喻广告

更新时间:2023-07-12 22:11:16 阅读: 评论:0

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providesLakoffJohnson时疫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。
会计核算的基本前提有关键词: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 communi
cating information and a tool of promoting goods, advertising has fully developed and is growing prosperously. It is generally thought by the advertirs that metaphorical advertising will help convince the consumers to have a good impression on the goods and help to arou their desire to buy the goods. In recent years, it testified a great interest in the rearch 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 皮肤护理步骤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 advertiments. Thus the author hopes that this thesis will be helpful for people to comprehend various ads.
Keywords: cognitive; metaphor; structural metaphor; English advertiments
1. Introduction
Nowadays, advertising has been following us here and there. Advertiment 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, literary criticism, and media studies. Though, few studies have been touched on metaphor ud in advertising, nearly all rearchers in the field consider metaphor as a persuasive and effective means exploited by advertirs. Metaphor only ud to be regarded as a figure of speech in literature.
Metaphors have been being studied since the age of Aristotle. Aristotle believes that metaphors exists everywhere anytime inhuman beings’ life. However, we must know that metaphors call help human beings better understand the new things, categories and concepts. In 1980, scholars George Lakoff and Mark Johnson published the book Metaphors We Live By. It is claimed that metaphor is one of our most important tools for attempting to understand partially what cannot be comprehended totally. Lakoff and Johnson first put forward conceptual metaphor theory in this book, and try to study human metaphor from the view of human cognition. This paper will focus on studying con
ceptual metaphor in English advertising in the cognitive linguistic framework.
incentive
In order to achieve the goal of persuasion, it is generally believed that some unreal or exaggerated claims through the conceptual metaphor will be made by the advertir. The conceptual metaphors involved in English advertising are quite different from the metaphors studied in traditional theory. The cognitive system of conceptual metaphor is unintentional and automatic. Each metaphor is grounded on the correspondences in our real experiences. Conceptual metaphor is more creative and powerful. The goal of this thesis is to tell how conceptual metaphors are applied in English advertiments as a powerful way to arou consumer’s attention and lead them to remember and cognize.
2. Literature Review
2. 1 The Cognitive Study of Metaphor
The cognitive status of metaphor has been pointed out by many a rearcher. Lakoff and Johnson argue that the language of the imagination, especially metaphor is the most sign
ificant aspect of our experience as it transcends rationality and objectivity. Thus, meaning is the sum of objective and subjective personal experience with categories, which makes the study of figurative language insightful and enriching.
spencer tunickThe creative nature of metaphor suggests that metaphor making is not reliant on existing objective similarity between a source domain and a target domain. “The only similarities relevant to metaphors are similarities as experienced by people”, not objective similarities (Ibid: 154). Lakoff and Johnson propo that metaphors can be bad on similarities, though in many cas the similarities are themlves bad on conventional metaphors that are not bad on similarities. Similarities bad on conventional metaphors are nonetheless real in our culture, since conventional metaphors partly define that we find real.
The cognitive linguistics are excessively concerned with the role of metaphor in cognition, instead of trying to explain how metaphor really works, which has aroud criticisms from other linguistics. In fact, metaphor is prented as a cognitive operation, and its import ca
nnot be communicated otherwi. One of the most recent developments in metaphor study has appeared within the framework of the conceptual metaphor theory.
2. 2 An Overview on Advertising
清明节英语2. 2. 1 Definition of Advertising
Throughout the history of advertising, the word “adverti” derives from Latin word “advertere”. Its original meaning is “to inform somebody of something”. “to bring into notice” or “draw attention to something”, etc. As language changes with the development of the society, the meaning of “adverti” has extended to “ari people’s attention to certain article”. A wide quoted working definition of advertising was put forward by Courtland LBovee and William F Arens (1984): “Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or rvices) or ideas by identified sponsors through various media.”
essay2. 2. 2 Functions of Advertising
hurry是什么意思
After a brief introduction of the definitions of advertising, we now come to the functions of advertising. The primary goal of advertirs is to persuade or influence the audience to buy the product or rvice advertid.

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