Cognitive Interpretation Of Advertising Metaphor In The View Of Social Informatics

Advertising metaphor is an important field of metaphor application, as well as one of most vivid manifestation of social culture. It is actually an integrated expression of social symbols in the language of advertising, media, cultural, psychological and time at different levels; with the help of various media techniques, she carries specific cultural connotations, changing constantly from three-dimensional matter to the psychological space. Previous metaphor theories can hardly cover the non-verbal part of advertising metaphor, and cannot make a profound interpretation and analysis as well. This research for advertising metaphor can compensate for insufficient analysis in the application of the theory of metaphor.This dissertation does not discuss the working mechanisms of advertising metaphor, but based on the dynamic, bi-directional and cultural features of the advertisement, using emerging cross-discipline--theory and method of Social Informatics, making a new interpretation from the new perspective to advertising metaphor.There are three innovation of this dissertation:firstly, a special advertising metaphor for the theoretical framework of a sub-regional and industry closed corpus, and the case of a theme argument. Advertisements are specific theoretical cases of metaphor. Social information as the theoretical framework, this dissertation is summed up the metaphor of five degrees advertising space theory. In this dissertation, two aspects of deconstruction and re-analysis of advertising metaphor are shown and demostrated, the restructuring is taking into account the advertising metaphor in the media on the dynamic performance characteristics and cultural connotations behind the text, in the space of five degrees summed up the relationship between four different dimensions of cross-line aspects, trying a more comprehensive interpretation of the advertising copies.Secondly, there has been established a closed corpus of Zhejiang province and real-estate industry, in order to breakthrough previous case research problems of scattered texts and out of touch with present realities. This corpus tries to makes case corpus focused and clear, forming a continuous demonstration of integrated organic systems. Three main kinds of concreted data were sited, Yearbook of real estate advertising, the private collection of some real estate advisory company, and supplemented by network resources, limited from1990to2010period, mainly selected the advertising copies of top-hundred national real estate enterprises in these20years.Finally, a "home" culture case study is demonstrated in this dissertation. In order to establish the specific content of "home" culture, the United States patent "Zaltman Metaphor Elicitation Technique" in1995is borrowed and selected for the construction of "home" culture consensus map. In China’s real estate market, more and more real estate advertisements take metaphorical use into design, especially environment metaphor, figure metaphor, emotion metaphor and so on. Based on the questionnaire survey and quantitative analysis of the verbal and visual metaphors in selected cases, the conclusions can be drawn that environment metaphors have features with concrete and abstract, integral and elemental, natural and humanistic etc. Through variance analysis of data combined with statistical methods, the preference of usage is discussed together with its cognitive explanation.The dissertation discusses extensively the phenomena of metaphor with those cases coming from contemporary real estate advertisements and modern social life, trying to interpreting some phenomena of advertising metaphor, as well as providing references on creative design to advertising metaphor.