跨文化視角下英漢廣告標(biāo)語中概念隱喻的對比研究.pdf

1、分類號：學(xué)校代碼：10036密級：研究生學(xué)號：Y20120126跨文化視角下英漢廣告標(biāo)語中概念隱喻的對比研究跨文化視角下英漢廣告標(biāo)語中概念隱喻的對比研究AComparativeStudyofConceptualMetaphinEnglishChineseAdvertisingSlogansfromCrossCulturalPerspective研究生姓名：張寧專業(yè)名稱：外國語言學(xué)及應(yīng)用語言學(xué)指導(dǎo)教師姓名：王永祥副教授論文提交日期：二〇一

2、四年五月學(xué)位授予單位：天津商業(yè)大學(xué)IAbstractInrecentyearsmetaphhasbecomeapopularresearchfieldinlinguistics.Metaphisnotonlyalanguagephenomenonbutalsoatoolofhumancognitionthoughts.Itisdeeplyinfluencedbyculture.Metaphsarewidelyappliedinadver

3、tisingslogans.IncombinationwithHofstede’sculturalvaluedimensionsthethesisappliesconceptualmetaphtheyconceptualblendingtheytoconductcomparativeanalysisofmetaphsinEnglishChineseadvertisingslogansfromcrossculturalperspectiv

4、e.Thepurposesofthisthesisare:(1)totesttheuniversalityofconceptualblendingtheyconceptualmetaphtheyinbothEnglishChineselanguage(2)todemonstratetheoperationsprocessesofmetaphsinChineseEnglishadvertisingslogans(3)totesttheap

5、plicabilityofHofstede’sculturalvaluedimensionsexpletheculturalinfluencesonmetaphsusedinbothChineseEnglishslogans.Theauthhascollected100advertisingslogansfromtheinter50Englishslogans50Chineseslogans.84slogansincluding41En

6、glishones43Chineseonesareedfanalysisaccdingtotwocriteria:1)theslogansmustcontainatleastonemetaph2)themetaphsinbothChineseEnglishsloganscanbecomparableincrossculturalperspective.Thethesiscarriesouttheresearchinadeivequali

7、tativewaywithcomparativeresearchmethodology.Thedimensionsof“uncertaintyavoidance”“mulinityfemininity”arenotreflectedinthedatacollectedsothreedimensionsareusedinthisthesis.Theyare“individualismversuscollectivism”“powerdis

8、tance”“l(fā)ongshttermientation”.Aftertheanalysisthethesisfindsthat(1)theconceptualmetaphtheyconceptualblendingtheycanbeappliedtoanalyzebothEnglishChinesemetaphs.(2)Differentkindsofmetaph(structuralmetaphsientationalmetaphso

9、ntologicalmetaphsnovelmetaphs)inadvertisingsloganshavetheirownoperationprocesses.(3)ThethreevaluedimensionsusedinthisthesisareallapplicableinconductingcomparableanalysisofconceptualmetaphsinEnglishChineseadvertisingsloga

10、nsfromcrossculturalperspective.Culturehasasignificantinfluenceonmetaphsinadvertisingslogans.InEnglishadvertisingslogansthesourcedomainsofthemetaphsalwaysemphasizebeinguniquepersonalfeelingssatisfactionequalitypragmatismt

11、hefutureetc.WhileinChineseadvertisingslogansthesourcedomainsofmetaphsemphasizegroupfilialpietytheadationofauthityhighqualitycreditoftheproducttheimptanceofhisty.Meanwhilebecauseoftheuniversalityofhumanthinkingthephenomen