基于概念整合理论的化妆品产品广告语隐喻分析

Analysis of Advertisement Metaphors in Cosmetic Industry Based on Conceptual Blending Theory

摘要: 隐喻是广告中常见的一种推广策略，其不仅通过语言传播信息，还通过心理暗示与情感共鸣引导消费者的行为与价值观。本文基于Fauconnier和Turner (1998)提出的概念整合理论，对自建化妆品广告隐喻语料库进行分析，探讨化妆品广告中的隐喻模式。研究结果表明，化妆品广告隐喻主要聚焦于产品和消费者两个方面，其隐喻整合模式包括将产品构建为问题的“解决者”或“改造者”，而将消费者构建为待解决的“问题人群”或使用产品后的“理想形象”。本研究希望通过广告隐喻整合模式的探析，为商业话语语言策略以及隐喻整合批评性话语分析提供参考。

Abstract: Metaphor is a common promoting strategy in advertisements to influence the potential consumers’ emotions and judgment. This paper investigates metaphors in cosmetic advertisements within Conceptual Blending Theory (Fauconnier & Turner, 1998) based on a small-size self-built cosmetic metaphor corpus. The results show that metaphors mainly focus on products and customers. The blending patterns of the former are that products are either the problem solver or the effect provider, while for the latter, the patterns are that customers are the issues that need to be solved or they are the ideal figure with cosmetic effect. This study aims to be a pilot investigation for linguistic strategy analysis in commercial discourse and further critical discourse analysis of metaphor blending.