浅析汽车广告中的概念隐喻

浅析汽车广告中的概念隐喻
A BRIEF STUDY OF CONCEPTUAL METAPHOR IN AUTOMOBILE ADVERTISING

Abstract: In 1980, George Lakoff and Mark Johnson published Metaphors We Live By, which marked the cognitive turn of metaphorology. Later, they systematically summed up their works and put forward the Conceptual Metaphor Theory. In CMT, metaphor is regarded as human cognitive mechanism. The essence of metaphor is cognitive and conceptual. Metaphor is a cross-mapping, which means we use the familiar and specific concept to reason about the unfamiliar and abstract concept.
This thesis first gives a general introduction to CMT as well as advertising, and then applies CMT to the analysis of automobile advertising. It mainly focuses on the three main categories of source domains used in automobile advertising. It is aimed to find out how the conceptual metaphor conveys the main selling idea to the addressee, and to offer some help to the understanding and appreciation of advertising.
Key words: conceptual metaphor; cognitive linguistics; automobile advertising; cross-domain mapping

浅析汽车广告中的概念隐喻

摘要：1980年，莱考夫和约翰逊发表了《我们赖以生存的隐喻》一书，标志着认知观的隐喻研究的开始。莱考夫和约翰逊随后并归纳出了概念隐喻理论，认为隐喻是人类的认知机制，隐喻的本质是认知的、概念的；隐喻是跨域映现，也就是用熟悉的、具体的概念对陌生的、抽象的概念进行推理分析。
本文首先简要介绍概念隐喻理论及广告，然后用概念隐喻理论分析汽车广告，着重分析汽车广告实例中的跨域映现，旨在探明在广告中如何应用概念隐喻向消费者传达销售信息，也希望能为人们解读广告提供帮助。
关键词：概念隐喻；认知语言学；汽车广告；跨域映现

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】