在概念整合理论下公益广告劝说功能的分析研究

发布时间：2018-01-07 16:04

本文关键词：在概念整合理论下公益广告劝说功能的分析研究　出处：《沈阳师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：Fauconnier在19世纪后期提出了概念整合理论，这个理论由于它强大的阐释力，受到许多学者的关注，它也因此成为了西方认知语言学领域最重要的理论之一。Fauconnier认为概念整合理论和它强大的阐释力可以用来解释所有的人类的认知活动。公益广告是广告媒体的一种特殊种类。它与商业广告的主要不同是它的诉求不同。它主要具有传播功能，劝说功能与警示功能。因此，很多学者都从语用学，语义学，，修辞学等不同的角度研究了公益广告的语言。当然也有一些运用认知语言学中的概念整合理论对公益广告的意义构建进行了研究，但是，如何运用概念整合理论解释公益广告中的劝说功能还有待于进一步的调查和研究。所以本文目的在于解释如何运用概念整合理论解释公益广告中的劝说功能。在本文中，作者主要是运用概念整合理论，通过四个网络结构解析公益广告中的劝说功能。本文中的语料主要是选自报纸如:中国日报,时代杂志，媒体，如世界自然基金会，中国公益广告网近2两年的公益广告。然后按照劝说功能的种类对这些广告进行分类。本文主要公益广告从，图片，文字进行阐释，并分别运用四个基本概念整合网络（简式网络、镜像网络、单域网络、双域网络）解析其劝说功能。
[Abstract]:In 19th century, Fauconnier put forward the theory of conceptual integration, which has attracted many scholars' attention because of its powerful explanatory power. Fauconnier believes that conceptual integration theory and its powerful explanatory power can be used to explain all human cognitive activities. Public service advertisement is a special kind of advertising media. The main difference between it and commercial advertising is its appeal. It mainly has the function of communication, persuasion and warning. Therefore, many scholars from pragmatics. Semantics, rhetoric and other different perspectives of the study of the language of public service advertising. Of course, some of the use of cognitive linguistics in the concept of integration theory of the meaning of public service advertising has been studied, but. How to explain the function of persuasion in public service advertisement by the theory of conceptual integration still needs further investigation and study, so the purpose of this paper is to explain how to use the theory of conceptual integration to explain the function of persuasion in public service advertising. In this paper, the author mainly uses the theory of conceptual integration to analyze the persuasive function of public service advertising through four network structures. The corpus in this paper is mainly selected from newspapers such as China Daily, time magazine, media. For example, WWF, China Public Service Advertising Network for the past 2 years of public service advertising. Then according to the types of persuasion function to classify these advertisements. This article from the main public service advertising, pictures, text interpretation. Four basic concepts are used to analyze the persuasion function of the network (simple network, mirror network, single domain network, double domain network).
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15

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