广告隐喻认知机制与认知流程:基于隐喻理论的分析框架  

Cognitive Mechanism and Process of Advertising Metaphor:Analysis Based on Metaphor Theory

作　　者：程明 倪康[2] Cheng Ming;Ni Kang(Wuhan University)

机构地区：[1]武汉大学媒体发展研究中心 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《新闻与传播评论》2023年第4期119-128,共10页Journalism & Communication Review

基　　金：国家社会科学基金后期资助项目(17FXW005);教育部人文社会科学重点研究基地重大项目(16JJD860002)。

摘　　要：隐喻存在于人的认知和思维层面,广告隐喻在构建消费者认知过程中有着重要作用,其在影响消费者认知的同时也存在着自身的挑战。让消费者准确地理解广告隐喻的隐喻蕴涵,在保有广告隐喻价值的同时减少广告隐喻认知中的困难,需要研究消费者的广告隐喻认知机制。研究从乔治·莱考夫的概念隐喻理论和约瑟夫·格雷迪的基本隐喻理论出发,在将广告隐喻划分为广告基本隐喻与复杂隐喻的基础上研究梳理广告隐喻的认知前提、认知机制与认知流程。研究发现:消费者的亲身经验、文化经验分别具备相似性是广告隐喻认知的重要前提。广告隐喻认知机制的核心是映射。广告基本隐喻映射通过决定广告复杂隐喻的映射成分间接决定了广告复杂隐喻的隐喻蕴涵。广告隐喻的认知流程是从广告隐喻结构底端整合至广告隐喻结构顶端的过程,以产品或服务为目标域的复杂隐喻处于广告隐喻结构顶端,该类隐喻构建了消费者关于产品或服务的认知,为营销服务。Metaphor exists in human cognition and thinking.Advertising metaphor plays an important role in the construction of consumer cognition,and there are also difficulties in solving problems in the process of consumer cognition.To enable consumers to accurately understand the metaphorical implications of advertising metaphors and reduce the difficulties in advertising metaphor cognition while maintaining the value of advertising metaphors,it is necessary to start with the cognitive mechanism of advertising metaphors for consumers.Therefore,starting from the conceptual metaphor theory of George Lakoff and the primary metaphor theory of Joseph Grady,this article studies and sorts out the cognitive premise,mechanism and process of advertising metaphor based on the classification of advertising metaphor into primary and complex meta-phors.The premise of advertising metaphor cognition is that consumers'personal experience needs to have similarities with cultural experience.The core of the cognitive mechanism of advertising metaphor is mapping or neural circuitry.The primary metaphorical mapping in advertising indirectly determines the metaphorical implications of complex metaphors in advertising by determining the mapping components of them.The cognitive process of advertising metaphor is the process of integrating from the bottom to the top of the advertising metaphor structure to the top of the advertising metaphor structure.Complex metaphors targeting products or services are on the top of the advertising metaphor structure,and consumers construct their cognition about products or services by this metaphor.

关 键 词：广告隐喻 广告认知 认知机制 认知流程 

分 类 号：F713.8[经济管理—广告]