语料库辅助下K-Beauty隐喻广告中的概念隐喻分析

摘要

近几十年来，概念隐喻理论在隐喻广告的建构中受到学界与业界的广泛关注，其推动力在于这样一种主张：拟传达的抽象概念通过概念隐喻能够得到更好的传递。隐喻广告是一种传播机制，在传达既定信息的同时，还能激发受众的积极情绪并唤起其注意。为进一步充实已有研究结论，本文将K-Beauty隐喻广告中的概念隐喻划分为结构隐喻、方位隐喻与实体隐喻三种子类型，力图揭示其中所体现的概念机制。为此，本研究自建K-Beauty隐喻广告语料库，收录了从美妆产品广告的英译文本中提取的四千余个形符的广告语与标语，据此讨论隐喻映射与概念化的主要实例及其劝说功能。总体而言，结果表明结构隐喻在系统性特征与源域丰富性方面表现突出。在概念隐喻的各子类别中，属于实体隐喻子类型的“实体与物质隐喻”最为显著，说明实体隐喻可能借助意象机制实现由源域向目标域的隐喻映射。研究结论认为，隐喻广告中特定隐喻的选择，与劝说和推介所关涉的文化认知所触发的认知机制密切相关。本文还基于上述发现讨论了研究启示与未来的研究方向。

Abstract

Over the past few decades, the Conceptual Metaphor theory has attracted scholarly and practitioner attention in the construction of metaphoric advertising, which is driven by the claim that abstract concepts intended to be delivered are better communicated through a conceptual metaphor. Metaphoric advertising is a communicative mechanism that sends out intended messages while also provoking positive emotions and triggering attention from the recipient. In order to augment prior findings, this article aims to provide the metaphorical account of a conceptual mechanism delineated in K-Beauty metaphoric advertising by classifying their sub-types into structural, orientational, and ontological metaphors. To that end, this study compiled the K-Beauty metaphoric advertising corpora, which held over four thousand tokens of slogans and taglines extracted from beauty product advertisements generated in translated English, thus aiming to discuss primary instances of metaphorical mappings and conceptualizations, as well as their persuasive functions. Overall, the results evidenced that structural metaphors outperformed the other two sub-types, typifying systematic qualities and rich source domains. Of all the conceptual metaphor sub-categories, it was observable that the ENTITY and SUBSTANCE metaphors, which are a sub-type of ontological metaphors, were the most robust, signifying that ontological metaphors may adopt an imaging mechanism to transfer metaphorical mappings from a source domain to a target domain. The findings argue that particular metaphor choices in metaphoric advertising are closely linked to a cognitive mechanism triggered by cultural awareness pertaining to persuasion and promotion. Based on the current findings, implications and future research directions will also be discussed.