对汽车广告中语用预设的理想化认知模型研究
发布时间：2025-06-27 00:59
自弗雷格1892年提出预设这一概念以来,预设研究已成为哲学和语言学领域中的热点话题之一。在语言学领域,语用学的重要课题之一—预设现象,由于其自身特点经常被广告策划者用来增强广告的说服效果。总结前人对语用预设与广告的研究发现,学者们已从不同的角度对其进行了研究,但主要集中在广告中的应用及功能方面,很少系统地阐释广告受众对语用预设理解过程中的认知操作。本文从认知语用学的视角出发建立了一个综合模型来解读汽车广告中的语用预设,试图揭示认知主体在理解语用预设过程中的基本认知模式。 本文首先对语用预设已有研究进行梳理和总结并指出不足,然后探讨了理想化认知模型分析语用预设的优势,在此基础上对语用预设进行分类并建立了解读语用预设的理想化认知综合模型,进而用这一模型对四类语用预设分别进行解读。本文突破了语用预设在广告中使用的简单描述,从理想化认知模型视角揭示了语用预设在广告中的使用不是任意使用的,而是广告受众意识形态作用的结果,并强调了理想化认知模型视角下语用预设在汽车广告中的使用策略及特殊功能。研究发现:1)语用预设在广告中的使用形式主要集中在命题形式和隐喻形式,二者的优势在于可以更直观或避免单调...
【文章页数】：87 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Acknowledgements
Chapter One Introduction
1.1 Rationale of the Thesis
1.2 Objectives of the Thesis
1.3 Data Collection and Methodology
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Introduction
2.2 Approaches to Presupposition
2.2.1 Philosophical Approach
2.2.2 Semantic Approach
2.2.3 Pragmatic Approach
2.2.4 Cognitive Approach
2.3 Pragmatic Presupposition
2.3.1 Definition of PP
2.3.2 Understanding of PP
2.4 Limitations of Previous Studies
2.5 Summary
Chapter Three Theoretical Framework
3.1 Introduction
3.2 Idealized Cognitive Model
3.2.1 Definition of ICM
3.2.2 Properties of ICM
3.2.3 Four Models of ICM
3.3 Merits of PP based on ICM
3.4 AProposed Model
3.5 Summary
Chapter Four An ICM Approach to PP in Auto Ads
4.1 Introduction
4.2 Description of Data Collection
4.3 Classification of PP in Auto Ads and Their Features
4.3.1 Classification of PP
4.3.2 Characteristics of PP
4.4 Analysis of PP in Auto Ads in Light of ICM
4.4.1 Propositional PP
4.4.2 Metaphorical PP
4.4.3 Metonymical PP
4.4.4 Metaphtonymical PP
4.5 Functions of PP in Auto Ads
4.5.1 Propositional Commitment
4.5.2 Psychological Pursuit
4.5.3 Rhetorical Effect
4.5.4 Value Highlighting
4.6 Strategies of Using PP in Auto Ads Based on ICM
4.6.1 Skillfully Setting PP by Image Schema
4.6.2 Covertly Setting PP by Metaphorical Mapping
4.6.3 Exchanging PP by Metonymical Mapping
4.6.4 Enforcing PP by Metaphor- Metonymy Interaction
4.7 Summary
Chapter Five Conclusion
5.1 Findings
5.2 Limitations of This Study
5.3 Suggestions for Further Research
References
Appendix
本文编号：4053548
【文章页数】：87 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Acknowledgements
Chapter One Introduction
1.1 Rationale of the Thesis
1.2 Objectives of the Thesis
1.3 Data Collection and Methodology
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Introduction
2.2 Approaches to Presupposition
2.2.1 Philosophical Approach
2.2.2 Semantic Approach
2.2.3 Pragmatic Approach
2.2.4 Cognitive Approach
2.3 Pragmatic Presupposition
2.3.1 Definition of PP
2.3.2 Understanding of PP
2.4 Limitations of Previous Studies
2.5 Summary
Chapter Three Theoretical Framework
3.1 Introduction
3.2 Idealized Cognitive Model
3.2.1 Definition of ICM
3.2.2 Properties of ICM
3.2.3 Four Models of ICM
3.3 Merits of PP based on ICM
3.4 AProposed Model
3.5 Summary
Chapter Four An ICM Approach to PP in Auto Ads
4.1 Introduction
4.2 Description of Data Collection
4.3 Classification of PP in Auto Ads and Their Features
4.3.1 Classification of PP
4.3.2 Characteristics of PP
4.4 Analysis of PP in Auto Ads in Light of ICM
4.4.1 Propositional PP
4.4.2 Metaphorical PP
4.4.3 Metonymical PP
4.4.4 Metaphtonymical PP
4.5 Functions of PP in Auto Ads
4.5.1 Propositional Commitment
4.5.2 Psychological Pursuit
4.5.3 Rhetorical Effect
4.5.4 Value Highlighting
4.6 Strategies of Using PP in Auto Ads Based on ICM
4.6.1 Skillfully Setting PP by Image Schema
4.6.2 Covertly Setting PP by Metaphorical Mapping
4.6.3 Exchanging PP by Metonymical Mapping
4.6.4 Enforcing PP by Metaphor- Metonymy Interaction
4.7 Summary
Chapter Five Conclusion
5.1 Findings
5.2 Limitations of This Study
5.3 Suggestions for Further Research
References
Appendix
本文编号：4053548
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