从关联理论视角解读英语广告隐喻

论文摘要

随着全球经济的迅速发展,广告在人们日常生活中随处可见。为了在有限的空间和时间里向广告受众传递最大量的有效信息,并且增强广告自身的感染力,广告策划者往往在其广告中大量使用隐喻。隐喻的使用还能避免因直接陈述产品的某种性能而带来夸大其词的嫌疑,避免不必要的纠纷。本文旨在运用关联理论分析英语广告中隐喻的理解过程。斯波伯和威尔逊于1986年在他们合著的《关联性:交际与认知》一书中全面论述了关联理论。关联理论把交际看作是一种认知活动,认为交际是一个明示—推理的过程,并受关联原则的支配。每一个话语或交际行为本身都具备最佳关联性。本文在关联理论的框架下对英语广告中的隐喻现象进行分析探讨,认为广告中的交际从本质上说属于明示—推理交际,广告中的隐喻被用做明示刺激来吸引广告受众的注意力,并引导广告受众寻找广告中隐喻本体与喻体两者间的相似处,最终推导出广告中隐喻的含意。本文选取含有文字隐喻或图画隐喻的具体广告为例,分析探讨广告中的隐喻是如何作用于广告受众,使其获得最佳关联,从而表明关联理论对广告隐喻具有强有力的阐释力。

论文目录

• 摘要
• ABSTRACT
• Chapter One Introduction
• 1.1 General Purpose
• 1.2 Significance of the Thesis
• 1.3 Methodology and Data Collection
• 1.4 Organization of the Thesis
• Chapter Two Literature Review
• 2.1 Previous Studies on Metaphor
• 2.1.1 The Rhetoric Approach to Metaphor
• 2.1.1.1 Aristotle’s Comparison Theory
• 2.1.1.2 Quintilian’s Substitution Theory
• 2.1.2 The Semantic Approach to Metaphor
• 2.1.3 The Cognitive Study of Metaphor
• 2.1.4 The Pragmatic-Cognitive Approach
• 2.2 Previous Studies on Metaphor in Advertising
• 2.2.1 Semiotic Approach
• 2.2.2 Discourse Analysis Approach
• 2.2.3 Pragmatic Approach
• 2.3 Summary
• Chapter Three Theoretical Framework
• 3.1 Relevance Theory
• 3.1.1 Principles of Relevance
• 3.1.1.1 Cognitive Principle of Relevance
• 3.1.1.2 Communicative Principle of Relevance
• 3.1.2 Context and Contextual Effects
• 3.1.3 Ostensive-Inferential Communication
• 3.1.4 Implicature
• 3.2 A Relevance-Theoretic Account of Metaphor
• 3.2.1 Two Dimensions of Language Use: Descriptive Use and Interpretive Use
• 3.2.2 Metaphor as Effort-Imposing Loose Talk
• 3.2.3 Metaphor as a Device to Trigger Weak Implicatures
• 3.2.4 Metaphors as Ostensive Stimuli
• 3.3 Summary
• Chapter Four Metaphor in Advertising: Function and Classification
• 4.1 Metaphor Functions in Advertising
• 4.2 Classification of Metaphor
• 4.3 Classification of Metaphor in Advertising
• 4.4 Summary
• Chapter Five Relevance and Metaphor in Advertising
• 5.1 Ostensive-Inferential Communication and Advertising
• 5.1.1 Communication Situation in Advertising
• 5.1.2 Ostension in Communication
• 5.1.3 Inference in Advertising
• 5.2 Understanding Metaphors in Advertising with Relevance Theory: A Case Study
• 5.2.1 Verbal Metaphors in Advertising
• 5.2.1.1 Solely Verbal Metaphors
• 5.2.1.2 Verbal Metaphors Assisted by Pictures
• 5.2.2 Pictorial Metaphors in Advertising
• 5.2.2.1 Metaphors with One Pictorially Presented Term
• 5.2.2.2 Metaphors with Two Pictorially Presented Terms
• 5.2.2.3 Verbal-Pictorial Metaphors
• 5.3 Summary
• Chapter Six Conclusion
• 6.1 General Findings of the Research
• 6.2 Limitation of the Thesis
• 6.3 Suggestions for Further Study
• Bibliography
• Appendices
• Acknowledgements