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关联整合模式下公益广告修辞的认知研究

摘要第3-5页
Abstract第5-6页
1 Introduction第9-13页
    1.1 Objective and Significance of the Study第9-10页
    1.2 Research Methodology and Data Collection第10-11页
    1.3 Structure of the Thesis第11-13页
2 Literature Review第13-18页
    2.1 Previous Researches on Public Service Advertising Abroad第13-14页
        2.1.1 Study from the Perspective of Semiotics第13-14页
        2.1.2 Study from the Perspective of Sociolinguistics第14页
    2.2 Previous Researches on Public Service Advertising at Home第14-17页
        2.2.1 Study from the Perspective of Rhetoric第15页
        2.2.2 Study from the Perspective of Functional Crammar第15-16页
        2.2.3 Study from the Perspective of Cognition第16-17页
        2.2.4 Study from the Perspective of Cultural Value第17页
    2.3 Summary第17-18页
3 Theoretical Framework第18-36页
    3.1 Relevance Theory第18-23页
        3.1.1 Ostensive-Inferential Communication第18-20页
        3.1.2 Cognitive Environment and Mutual Manifest第20-22页
        3.1.3 Optimal Relevance and Inference第22-23页
    3.2 Conceptual Blending Theory第23-28页
        3.2.1 Mental Spaces第24页
        3.2.2 The Network Model of Conceptual Blending第24-26页
        3.2.3 The Process of Conceptual Blending第26-28页
    3.3 Relevance-Blending Model第28-35页
        3.3.1 Relationship between Relevance Theory and Conceptual Blending Theory第28-31页
            3.3.1.1 Similarities第28-29页
            3.3.1.2 Complementarities第29-31页
        3.3.2 Relevance-Blending Model第31-35页
    3.4 Summary第35-36页
4 Cognitive Interpreting of Rhetorlcal Devices in PSA Based on Relevance-Blending Model第36-61页
    4.1 Public Service Advertising as Ostensive-Inferential Communication第36-42页
        4.1.1 Rhetoric as Ostensive Stimulus in PSA第36-37页
        4.1.2 Contextual Effect and Optimal Relevane in PSA第37-39页
        4.1.3 Explicature and Implicature in PSA第39-42页
    4.2 Analysis of Rhetorical Devices in PSA based on Relevance-Blending Model第42-59页
        4.2.1 Meaning Construction in Verbal Rhetoric第43-53页
            4.2.1.1 Simile(Metaphor)and Analogy第44-47页
            4.2.1.2 Irony and Hyperbole第47-51页
            4.2.1.3 Pun第51-53页
        4.2.2 Meaning Construction in Visual Rhetoric第53-59页
            4.2.2.1 Visual Metaphor第55-57页
            4.2.2.2 Visual Metonymy第57-59页
    4.3 Summary第59-61页
5 Cognitive Factors Affecting the Use of Rhetorical Devices in Chinese PSAs第61-71页
    5.1 Social and Cultural Psychological Factors第61-66页
        5.1.1 Cultural Psychology of Concreteness第61-63页
        5.1.2 Cultural Psychology of Unity of Opposites第63页
        5.1.3 Cultural Psychology of Golden Mean and Harmony第63-65页
        5.1.4 Cultural Psychology of Implictness第65页
        5.1.5 Cultural Psychology of Emphasizing Moral Concepts第65-66页
        5.1.6 Cultural Psychology of Advocating Literature and Art第66页
    5.2 Individual Psychological Factors第66-70页
        5.2.1 Individual Psychological Appeal第67-70页
            5.2.1.1 Appeal for Novelty第67-68页
            5.2.1.2 Appeal for Knowledge第68页
            5.2.1.3 Appeal for Emotion第68-69页
            5.2.1.4 Appeal for Aesthetic Perception第69-70页
        5.2.2 Personal Characteristics第70页
    5.3 Summary第70-71页
Conclusion第71-74页
Bibliography第74-77页
Publications During M.A.Study第77-78页
Acknowledgements第78-79页

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