A Cognitive Study of the Persuasive Function of Me

编号本科生毕业设计（论文）题目：ACognitiveStudyofthePersuasiveFunctionofMetaphorinAdvertising外国语学院英语专业学号0902050204学生姓名石明星指导教师董剑桥教授谢竞贤讲师二〇〇九年六月摘要I摘要西方对隐喻的研究由来已久，自亚里士多德研究开始，大致经历了三个阶段：20世纪30年代以前的修辞学研究，20世纪30年代到70年代的语义学研究，20世纪70年代以后的多学科研究。隐喻作为人类最原始的思维方式之一，引起了国内外诸多学者的兴趣。如今，各个分支的语言学家正从语义学、语用学、关联理论、认知学等方面来研究隐喻。广告，伴随着商品交换的产生而产生，伴随着商品生产的发展和科学技术的进步而繁荣发展。广告通过诸多修辞手段吸引观众以达到其劝说功能。隐喻就是其中之一。一方面隐喻通过增强广告的形象性来吸引公众的兴趣，另一方面又通过刺激观众的认知机制，引起观众的共鸣。广告语的研究，特别是广告语的劝说功能的研究也是许多学者关注的焦点。这篇论文旨在从认知语言学角度，主要通过概念整合理论来研究隐喻如何在广告语中实现其劝说功能。同时本文认为概念整合理论在分析隐喻时存在一些局限性，希望建立更系统化的隐喻分析理论。关键词：隐喻；概念整合理论；广告；劝说AbstractIIABSTRACTThescholarsinwesterncountrieshavestudiedmetaphorsforalongtime.TherehavebeengenerallythreeperiodssincetheAristotletimes:thefirstperiodistherhetoricstudyofmetaphorsbeforethe1930s;thesecondperiodisthesemanticstudyofmetaphorsfrom1930sto1970s;thethirdperiodisthemulti-disciplinarystudyofmetaphorsafterthe1970s.Asoneofthemostprimitivethinkingmodesofhumanbeings,metaphorhasarousedinterestofmanyscholarsbothathomeandabroad.Nowadays,liguistsfromvariousbranchesarestudyingmetaphorsfromSemantics,Pragmatics,theRelevanceTheory,theCognitiveScience,etc.Theadvertising,whichcomesintobeingasaresultoftheemergenceofgoodsexchange,developswiththeadvancementingoodsproductionaswellasscienceandtechnology.Theadvertisingattractsthepublic’sattentionandperformsitspersuasivefuntionthroughtheemploymentofvariousrhetoricdevices.Metaphorisoneofthem.Ontheonehand,metaphordevelopsthepublic’sinterestbystrengtheningthefigurativenessofadvertising;ontheotherhand,itstimulatesthecognitivemechanismofthepublic，thusarousingtheresonanceoftheaudience.Thestudyofadvertising,especiallyitspersusivefunctionhasalsobeenthefocusofmanyscholars.Thisessayaimstostudyhowmetaphorachievesitspersuasivefuntioninadvertisingfromthecognitiveperspective,especiallythroughtheConceptualBlendingTheory(CBT).Atthesametime,thisessayproposessomelimitationsoftheConceptualBlendingTheoryintheanalysisofmataphorinthehopeofestablishingamoresystematicanalyzingtheoryofmetaphor.Keywords:metaphor;ConceptualBlendingTheory;advertising;persuasionContentsIIIContentsCHAPTER1INTRODUCTION............................错误!未定义书签。CHAPTER2METAPHOR....................................................................32.1TheDefinitionofMetaphor...........................................................................32.2TheClassificationsofMetaphor...................................................................3CHAPTER3THECONCEPTUALBLENDINGTHEORY..............53.1TheExplanationoftheConceptualBlendingTheory................................53.2TheWorkingMechanismoftheConceptualBlendingTheory.................53.2.1TheStoryofaBuddhistMonk.....................................................................................53.2.2ACaseStudyofMetaphorinAdvertising...................................................................63.3TheWeaknessesofCBTintheAnalysisofMetaphor................................7CHAPTER4ADVERTISING.................................错误!未定义书签。4.1TheDefinitionofAdvertising........................................................................94.2TheChangingRoleofAdvertisinginHistory.............................................94.3ThePersuasiveFunctionofAdvertising......................................................94.4ThePersuasiveFunctionofMetaphorinAdvertising................................9CHAPTER5CONCLUSIONANDEXPECTATIONS.....................155.1Conclusion.....................................................................................................155.2LimitationsandExpectations......................................................................15REFERENCES.....................................................................................17ACKNOWLEDGEMENTS.................................................................19ACognitiveStudyofthePersuasiveFunctionofMetaphorinAdvertising1Chapter1IntroductionMetaphorshaveappearedhereandtheresincetimeimmemorial:inpoems,innovels,inessays,inadvertisements,etc.Wearelivinginaworldfullofmetaphors.Somescholarsthinkthat“metaphorsoccupyahighpercentageinlanguage,maybeovertwo-thirds”.[1]Metaphorisverycommonaroundus.I.A.Richardsoncesaid,“Metaphormayappearineverythreesentencesofourdailyconversation.”[2]Metaphorshavebeenstudiedformorethantwothousandyears.ThescholarsinAristotletimesproposedtheComparisonTheorywhichconsideredmetaphorasanabbreviatedsimile.Forexample,alltheworldisastagemeansalltheworldislikeastage.ThentheRomanrhetoricianQuintillianinthe1stCenturyA.D.advancedtheTheoryofSubstitutionwhichconsideredmetaphorasthesubstitutionofonewordforanotherword.Forexample,in“Johnisalion”,“lion”isasubstitutionfor“acourageousman”.I.A.RichardsputforwardtheInteractionTheory.Inhisopinion,metaphoricalwordgaineditsmetaphoricalmeaningbyinteractingwithothernon-metaphoricalwordsinasentence.Later,MaxBlackdevelopedandimprovedthetheory.AfterthepropositionoftheInteractionTheory,thelinguistH.P.Griceestablishedthepragmaticapproachtothestudyofmetaphor.GricesuggestedthatthereisaCooperativePrinciplewhichincludesfourma