本文從Cosmopolitan, Elle,Marie Claire,《時尚伊人》,《伊人風尚》等雜志中收集了33則廣告,從社會認知的角度出發(fā),從兩個方面對廣告中的性別隱喻進行了分析。一是從微觀的角度,以Black的互動論（Interaction Theory）為基礎,并結合Sperber和Wilson的關聯(lián)理論（Relevance Theory）,對廣告中出現(xiàn)的性別隱喻的類型進行分析;二是根據(jù)Fairclough的語篇分析三維模式,從宏觀角度進行分析與廣告中性別隱喻有關的社會因素。從微觀的角度,廣告中的性別隱喻類型可以分為三大類:A COMMODITY IS A MAN/WOMAN, A MAN/WOMAN IS A PRIMARY PERSON,A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES。從宏觀的角度分析,性別是一個社會概念,反映了社會對性別角色的定義以及兩性對自身性別角色的理解。盡管社會一直在倡導女性地位的提高,倡導男女平等,社會中仍然存在對女性不平等對待的現(xiàn)象,甚至在廣告中。女性形象在廣告中被渺小化... 

【文章頁數(shù)】：70 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
    1.1 Gender Metaphors in Advertising
    1.2 Significance and Objectives
    1.3 Layout of the Thesis
Chapter Two LITERATURE REVIEW
    2.1 Review of Research on Advertising
        2.1.1 Definition and Functions of Advertising
        2.1.2 Literature Related with Advertising
    2.2 Review of Research on Gender Metaphor
    2.3 Review of Cognitive Approaches to Metaphor Studies
        2.3.1 The Interaction Theory
        2.3.2 Lakoff & Johnson’s Conceptual Metaphor Theory
        2.3.3 Topic-vehicle Approach
Chapter Three THEORETICAL FRAMEWORK
    3.1 Overview
    3.2 Black’s Interaction Theory
    3.3 Relevance Theory
        3.3.1 Context and Contextual Effects
        3.3.2 Ostensive-Inferential Communication
        3.3.3 Weak Implicatures
    3.4.F airclough’s Three-dimensional Model of Critical Discourse Analysis
Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING
    4.1 Overview
    4.2 A COMMODITY IS A MAN/WOMAN
    4.3 A MAN/WOMAN IS A PRIMARY PERSON
    4.4 A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES
Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING
    5.1 Overview
    5.2 Language and Ideology
    5.3 Gender Issues and the Society
    5.4 A Critical Analysis of Gender Metaphors
Chapter Six CONCLUSION
    6.1 Summary of the Research and Findings
    6.2 Limitations and Prospects for Future Study
References


【參考文獻】：
期刊論文
[1]認知語言學的社會轉(zhuǎn)向[J]. 蘇曉軍.  外國語(上海外國語大學學報). 2009(05)
[2]國外隱喻研究綜述[J]. 林書武.  外語教學與研究. 1997(01)

碩士論文
[1]廣告中隱喻的含義分析[D]. 王梅.河北師范大學 2002



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