广告语言中的象似性1.pdf

华侨大学
硕士学位论文
广告语言中的象似性
姓名:王娟
申请学位级别:硕士
专业:英语语言文学
指导教师:陈道明
20090501
Abstract

The researches on iconicity, a branch in Cognitive
linguistics, have shown that various iconic features are salient
in advertising language. The present thesis analyses the
application of imagic iconicity and diagrammatic iconicity in
English and Chinese advertisements or mercials.

Key Words: advertising language; imagic iconicity;
diagrammatical iconicity













i
Synopsis

Iconicity, one of the hot topics of cognitive linguistics in
the past two decades, refers to the iconic relation between
linguistic form and the meaning it carries. It is not only
pervasive in ordinary language, but also in all kinds of verbal
discourse, including advertising language. Iconicity manifests
itself at such dimensions of advertising language as
phonology, graphology, syntactic structure and text. On the
basis of Peirce’s trichotomy of signs, iconicity can be
classified into three categories: imagic iconicity,
diagrammatical iconicity and metaphorical iconicity. In this
thesis, we shall restrict the study to imagic iconicity and
diagrammatical iconicity in advertising language.
The thesis consists of six chapters. In addition to the
introductory and concluding chapters, there are four
chapters as the body of the whole thesis.
The second chapter is devoted to a detailed analysis of
iconicity, including its historical development, interdisciplinary
researches at home and abroad.
The third chapter is given to a rough overview of Peirce’s
iii
theory of signs and the study of categories of iconicity. In this
part, readers will also find the author’s categorization of
iconicity in advertising language which lays the foundation
for later chapters.
The next two chapters, the core of the thesis, deal with
the imagic iconicity and diagrammatic iconicity in
advertising language respectively.