预览加载中，请您耐心等待几秒...

关联理论视角下英文商业广告中的隐喻研究的开题报告.docx

预览
1/3
2/3
3/3

在线预览结束，喜欢就下载吧，查找使用更方便

下载提示 文本预览

如果您无法下载资料，请参考说明：

1、部分资料下载需要金币，请确保您的账户上有足够的金币

2、已购买过的文档，再次下载不重复扣费

3、资料包下载后请先用软件解压，在使用对应软件打开

关联理论视角下英文商业广告中的隐喻研究的开题报告 Title:AMetaphoricalStudyofEnglishBusinessAdvertisementsfromthePerspectiveofRelevanceTheory Introduction: Advertisementsareaformofpersuasivecommunication,whichaimtopromoteproductsorservicesandencourageconsumers’purchasingbehaviors.Amongvariouspersuasivestrategies,metaphorisacommonlyusedrhetoricaldeviceinadvertisements,whichenhancesthecommunicativeeffectivenessandcreativeappealofthemessage.Metaphorisaprocessofmappingoneconceptualdomain(thesourcedomain)ontoanothertargetdomain,generatinganovelmeaningthatiscontextuallyrelevantandcognitivelyengaging(Lakoff&Johnson,1980).Giventhecomplexityanddiversityofcontemporaryadvertising,itisessentialtoexaminehowmetaphoricalexpressionsareemployedinEnglishbusinessadvertisementsandhowtheymaybeinterpretedbytargetaudiences. Relevancetheory,proposedbySperberandWilson(1986),providesaframeworkforunderstandinghowcommunicativeactsaredesignedtosatisfythecognitiveandcommunicativeneedsofinterlocutors.Thistheoryemphasizestheimportanceofrelevanceincommunication,whichisachievedbytheoptimalbalancebetweencognitiveeffortandcognitiveeffect.Accordingtorelevancetheory,inferentialprocessesareguidedbytheprincipleofrelevance,whichimpliesthathearersorreaderswillprocessthoseinputsthatpromisethehighestrelevancefortheminthegivencontext.ThisstudyaimstoinvestigatehowmetaphoricallanguagefunctionsinrelationtorelevanceinEnglishbusinessadvertisements. ResearchQuestions: 1.WhatarethemostcommontypesofmetaphorsusedinEnglishbusinessadvertisements? 2.Howdodifferenttypesofmetaphorscontributetotherelevanceofbusinessadvertisements? 3.HowdoconsumersinterpretandevaluatethemetaphoricalmessagesinEnglishbusinessadvertisements? Methodology: Thisstudywilladoptaqualitativeresearchdesign,whichinvolvesthecollectionandanalysisofdatafromavarietyofsources.Toselectthesample,acorpus-basedapproachwillbeadopted,whichentailsthecompilationofacorpusofEnglishbusinessadvertisementsfromvariousmediasources,suchasnewspapers,magazines,andwebsites.Thecorpuswillbeanalyzedusingac