本文選題：廣告委婉語(yǔ) + 概念整合理論�。� 參考：《河南師范大學(xué)》2013年碩士論文

【摘要】：委婉語(yǔ)是人們?cè)谏鐣?huì)交往中為謀求理想的交際效果而創(chuàng)造出來(lái)的一種語(yǔ)言表達(dá)形式，是社會(huì)生活不可或缺的一部分。委婉語(yǔ)具有委婉含蓄、間接模糊的特點(diǎn)，可以起到避諱、禮貌、美化語(yǔ)言等語(yǔ)用功能。委婉語(yǔ)所具有的這些獨(dú)特的語(yǔ)用特征和語(yǔ)用功能恰好符合廣告語(yǔ)言對(duì)于勸說(shuō)、得體及美感的追求，因此，委婉語(yǔ)深受廣告商的青睞，并被大量用于廣告中，以期實(shí)現(xiàn)激發(fā)消費(fèi)者的強(qiáng)烈興趣和購(gòu)買欲望，達(dá)到推銷產(chǎn)品的目的。 到目前為止，不同學(xué)者從不同角度對(duì)委婉語(yǔ)進(jìn)行了大量全面而深入的研究并取得了顯著的成果，但就廣告委婉語(yǔ)這一細(xì)小的分支而言，其研究似乎尚未完全展開(kāi)，研究成果也只能散見(jiàn)于一些期刊雜志。這些研究主要集中在廣告委婉語(yǔ)的形成原因、構(gòu)成方式，及其在廣告中的積極作用等，對(duì)于廣告委婉語(yǔ)的意義構(gòu)建及解讀的認(rèn)知研究卻少有涉及。廣告委婉語(yǔ)在意義表達(dá)上具有一定的間接性和不透明性，再加上廣告是一種單向的交流方式，因此消費(fèi)者是如何正確理解廣告委婉語(yǔ)就變得十分重要。 概念整合理論由美國(guó)學(xué)者�？颇嵋退耐鹿餐岢鰜�(lái)的，它從心智空間、概念整合網(wǎng)絡(luò)、共有空間、輸入空間、映射、關(guān)系、壓縮、新創(chuàng)結(jié)構(gòu)等全新的角度來(lái)闡釋認(rèn)知模型的構(gòu)建及意義的產(chǎn)生機(jī)制，為研究語(yǔ)義的動(dòng)態(tài)構(gòu)建提供了堅(jiān)實(shí)的理論基礎(chǔ)。廣告委婉語(yǔ)是一種特殊的語(yǔ)言表達(dá)形式，，其意義的構(gòu)建和理解過(guò)程是一系列認(rèn)知活動(dòng)的過(guò)程。因此，概念整合理論對(duì)廣告委婉語(yǔ)的認(rèn)知理解機(jī)制具有很好的解釋力。 鑒于廣告委婉語(yǔ)在廣告中的重要作用和對(duì)其進(jìn)行正確理解的重要性，本文試圖從認(rèn)知角度出發(fā)，以概念整合理論為基礎(chǔ)，對(duì)廣告委婉語(yǔ)的理解機(jī)制進(jìn)行研究，從而使人們能夠更好的理解廣告委婉語(yǔ)，進(jìn)而能更好的欣賞廣告委婉語(yǔ)所帶來(lái)的含蓄美和藝術(shù)美。
[Abstract]:Euphemism is a form of language expression created by people in order to seek the ideal communicative effect in social communication. It is an indispensable part of social life. Euphemism has the characteristics of euphemism implicature and indirect vagueness which can play pragmatic functions such as taboo politeness and beautification of language. These unique pragmatic features and pragmatic functions of euphemism are in line with the advertising language's pursuit of persuasion, appropriateness and beauty. Therefore, euphemism is favored by advertisers and is widely used in advertisements. In order to stimulate consumer interest and desire to buy, to achieve the purpose of selling products. Up to now, different scholars have carried out a large number of comprehensive and in-depth studies on euphemism from different angles and achieved remarkable results. However, as far as the small branch of advertising euphemism is concerned, it seems that the research has not been carried out completely. The results can only be found in some journals. These studies mainly focus on the reasons for the formation of euphemism in advertising, the formation of euphemism, and its positive role in advertising, but there are few cognitive studies on the meaning construction and interpretation of euphemism in advertising. Advertising euphemism is indirect and opaque in meaning expression, and advertising is a one-way way of communication, so it is very important for consumers to understand euphemism correctly. The theory of conceptual integration was put forward by the American scholar Fokonier and his colleagues from the mental space, the conceptual integration network, the common space, the input space, the mapping, the relationship, the compression, It provides a solid theoretical basis for the study of the dynamic construction of semantics by explaining the construction of cognitive models and the mechanism of meaning generation from new perspectives such as innovative structures. Euphemism is a special form of language expression, and the process of meaning construction and understanding is a series of cognitive activities. Therefore, conceptual integration theory can explain the cognitive understanding mechanism of advertising euphemism. In view of the important role of advertising euphemism in advertising and the importance of correctly understanding it, this paper attempts to study the understanding mechanism of euphemism from a cognitive perspective and based on the theory of conceptual integration. So that people can better understand advertising euphemism, and then appreciate the implicit beauty and artistic beauty brought by advertising euphemism.
【學(xué)位授予單位】：河南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136

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