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概念隐喻理论的提出使得人们开始意识到隐喻的普遍性,同时也明确了隐喻是一种认知现象。该理论良好地解释了系统的隐喻,却很难帮助解读广告中的新颖隐喻。但是合成空间理论提出来的四空间模型,利用其新显结构弥补了前者理论的不足,对广告隐喻有着更强的解释力。本文通过对广告隐喻的分析,肯定了合成空间理论为广告隐喻理解所起到的重要理论框架作用。
The introduction of conceptual metaphor theory makes people begin to realize the universality of metaphor, at the same time, it also clarifies that metaphor is a cognitive phenomenon. The theory well explains the metaphor of the system, but it is hard to help interpret the novel metaphor in advertising. However, the four-space model proposed by the synthetic space theory makes up for the deficiency of the former theory by using its new explicit structure and has a stronger explanatory power on the advertising metaphor. Through the analysis of metaphor of advertising, this paper affirmed the important theoretical framework of synthetic space theory as an understanding of metaphor in advertising.