【作者】 庄翠红；

【导师】 刘家荣；

【作者基本信息】 西南大学 ， 英语语言文学， 2008， 硕士

【摘要】 广告是一个交际过程,也是一个信息传达和劝诱的过程。商业广告的成功与否取决于它能否有效激起消费者的心理联想,通过间接劝服激发其购买欲望。广告成功的关键策略在于广告制作者如何利用语言技巧唤起消费者的好奇心并刺激其心理需求。目前,对商业广告的研究主要从符号、修辞、语用和功能等视角进行,而对其意义构建的认知研究尚未引起足够重视,也缺乏系统的理论分析。概念整合理论则可以用来深入探究商业广告的意义构建和认知机制。Fauconnier(1985,1997)认为人们在意义构建的过程中建立了心理空间,并在心理空间理论的基础上提出概念整合理论及概念整合网络模型。在整合网络模型中有四个典型的心理空间,即,输入空间1,输入空间2,类属空间,合成空间。心理空间通过跨空间映射相互联系和作用,其结构被选择性地投射到合成空间。在合成空间内通过组合、类型完善及扩展最终形成生成结构。该理论的核心在于能够根据话语在线意义构建的一角阐释整座认知冰山。本文以意义具有双层性的商业广告为研究对象。基于四大整合网络模型,本文尝试把商业广告分为四类,以解释商业广告在线意义构建过程中隐形的、无意识的和动态的认知过程。并且,通过分析揭示商业广告的意义构建过程可以从认知角度运用概念整合理论来阐释,从而为商业广告研究提供了新的研究视角。本研究中对商业广告的认知分类区别于传统上从形式、内容等方面进行的分类,为商业广告研究提供了新的研究方法。更多还原

【Abstract】 Advertising is a communicating process, or an informative and persuasive process. The success of commercial advertisements lies in the effective evocation of internal imagination to consumers’ minds, thus stirring consumers’ purchase desire by indirect persuasion. How a producer makes full use of language skill to arouse consumers’ curiosity and stimulate their psychological desire becomes a key strategy for the success of advertising. Presently, the study of commercial advertisement is mainly carried out from the semiotic, rhetorical, pragmatic and functional perspectives, while the cognitive study on its meaning construction has not been paid much attention to and it lacks a systematic analysis. Conceptual blending theory can be applied to the investigation of meaning construction and cognitive mechanism of commercial advertisements.Fauconnier (1985,1997) proposes that people establish mental space in the process of meaning construction. Based on mental space theory, conceptual blending theory and conceptual integration network are put forward. In the integration network model, there are four typical mental spaces, namely, input I , input II, generic space and blended space respectively. The mental spaces interrelate and mirror with each other through cross-space mapping and selective projection and finally, the emergent structure is produced in the blended space by composition, pattern completion and elaboration. The conceptual blending theory can illustrate the whole cognitive iceberg from the tip of the on-line meaning construction.The non-literal commercial advertisements are taken as the subject in this study. The author of this thesis will tentatively classify commercial advertisements into four types based on the four integration network models. Therefore, the invisible, unconscious and dynamic cognitive operation in the on-line meaning construction of commercial advertisements will be made explicit. Furthermore, it can be verified that the meaning construction of commercial advertisements can be expounded by the conceptual blending theory, which provides a new study perspective. The cognitive classification of commercial advertisements in this study differs from those traditional approaches in terms of form and content, which may contribute to the study of commercial advertisements.更多还原