广告中性别隐喻的批评认知分析

发布时间：2018-05-29 16:10

本文选题：性别隐喻 + 广告　；参考：《南京师范大学》2013年硕士论文

【摘要】：隐喻作为一种有效的认知工具和重要的思维方式在广告领域已得到广泛运用,因为其不但能够使广告形式多样,更能通过图文表征带给受众有关社会价值和意识形态方面的多重涵义。虽然意识形态隐喻的研究已得到不少学者的重视,却鲜有学者对广告体裁中常出现的一类典型的意识形态隐喻——性别隐喻进行深入研究。本文则针对这一类型隐喻进行初步研究,旨在揭示性别隐喻如何在广告中具体得以实现,解析其隐性地传达性别歧视信息的程度以及解读受众对此类隐喻的认知过程和意义建构过程。本文将批评分析方法和认知视角有机结合对性别隐喻传达带有性别歧视观点的功能进行初步探究,并将批评隐喻分析方法的适用性从文字隐喻延伸至图像隐喻或多模态隐喻。具体地说,在批评隐喻分析方法三步走的具体框架中,作者运用概念隐喻理论中概念隐喻的定义对语料库中130个广告语料进行筛选并识别出概念隐喻,进而运用Velasco-Sacristan的三个标准在其中识别出本文的研究对象—性别隐喻并进行类型分类和具体解释。而最后概念整合理论则运用于阐释性别隐喻的意义构建过程中,从而揭示受众对此类广告的深层意义进行理解并受其影响的动态认知过程。通过对于性别隐喻进行三个阶段的分析,本文得出以下结论：第一,该研究证明批评隐喻分析方法对于研究隐藏在广告图文背后的图像隐喻具有强大生命力,对于图像隐喻的认知研究也是对概念隐喻理论的重要补充。第二,根据Velasco-Sacristan的三个标准对各个广告语料进行筛选,其中69个广告识别出性别隐喻,占所有语料的62%,足见性别隐喻存在的广泛性。第三,这些性别隐喻可按照从通用到具体的不同程度分为三类,每一个性别隐喻都可归为其中的一类或者多类,与Velasco-Sacristan的分类总体一致,但所占比例以及各类中的进一步细分有所不同。第四,概念整合理论对于涉及不同认知域概念的性别隐喻具有充分的阐释力,即通过研究不同合成过程中的跨空间映射来分析性别隐喻是具体如何被受众识别并进行意义建构的。作者希望通过此文广告商能够在创造利润之余,重视肩负的社会责任,避免性别隐喻的使用所带来的性别歧视倾向；受众可以提高敏感性并且逐渐克服广告中性别隐喻带来的隐性歧视性观点的影响。
[Abstract]:As an effective cognitive tool and an important way of thinking metaphor has been widely used in the field of advertising because it can not only make advertising in a variety of forms. It can also bring multiple meanings of social value and ideology to the audience through graphic representation. Although the study of ideological metaphor has been paid much attention by many scholars, few scholars have made a thorough study on the typical ideological metaphor-gender metaphor, which is often found in advertising genre. The purpose of this paper is to reveal how gender metaphors can be realized in advertisements. It also analyzes the extent of its implicit transmission of sexist information and the process of understanding and constructing the meaning of such metaphors by the audience. In this paper, we combine the critical analysis method and cognitive perspective to explore the function of gender metaphor communication with sexist views, and extend the applicability of critical metaphor analysis from literal metaphor to image metaphor or multi-modal metaphor. Specifically, in the framework of the three-step approach to critical metaphor analysis, the author uses the definition of conceptual metaphor in conceptual metaphor theory to screen 130 advertising materials from the corpus and identify conceptual metaphors. Then we use the three standards of Velasco-Sacristan to identify the research object of this paper, gender metaphor and type classification and specific interpretation. Finally, conceptual integration theory is applied to explain the meaning of gender metaphor in order to reveal the dynamic cognitive process in which the audience understands and is influenced by the deep meaning of this kind of advertisement. Through the three-stage analysis of gender metaphor, this paper draws the following conclusions: first, this study proves that critical metaphorical analysis has a strong vitality for the study of image metaphor hidden behind advertising pictures and texts. The cognitive study of image metaphor is also an important supplement to conceptual metaphor theory. Secondly, according to the three criteria of Velasco-Sacristan, 69 advertisements recognize gender metaphor, accounting for 62% of all the data, which shows the universality of gender metaphor. Third, these gender metaphors can be classified into three categories according to their general to specific degrees, and each gender metaphor can be classified into one or more of them, which is consistent with the classification of Velasco-Sacristan in general. But the proportion and the further subdivision in each category are different. Fourth, the theory of conceptual integration has sufficient explanatory power for gender metaphors involving different cognitive domains. This is to analyze how gender metaphors are identified and constructed by the audience by studying the cross-spatial mapping in different synthesis processes. The author hopes that the advertisers can pay attention to the social responsibility and avoid the tendency of gender discrimination brought about by the use of gender metaphor. Audience can increase sensitivity and gradually overcome the influence of implicit discriminatory ideas brought about by gender metaphor in advertising.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

【共引文献】