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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/87760


    Title: 閱聽人對電視廣告隱喻理解之研究
    Authors: 王昭敏
    Wang, Zhao-Min
    Contributors: 鍾蔚文
    Zhong, Wei-Wen
    王昭敏
    Wang, Zhao-Min
    Date: 1996
    Issue Date: 2016-04-29 09:11:20 (UTC+8)
    Abstract:   本研究主要探討電視廣告的隱喻如何呈現和傳達意義,以及閱聽人如何識別和解讀隱喻。研究者選用兩則電視廣告,並以卅名大學生做為受試者。研究發現,第一,廣告中確實有隱喻存在,且以並列的方式呈現。廣告用並列傳達隱喻意義的方法為:1. 以相似性為基礎。2. 創造木相似性。3. 轉換概念。第二,閱聽人是以基模的形式認知主體和載體,進而理解隱喻。他們採取的方式包括:1. 透過主載體的基模。2. 以相似性為基礎。3. 創造主載體間的相似性。第三,成功的隱喻有兩個條件:1. 具體且完整地呈現載體基模的特質。2. 這些特質之間有良好的聯結。隱喻之所以不成功,是因為基模特質的聯結太鬆散,傾向於展現靜態的基模,無法將載體的特質轉移到主體。
    Description: 碩士
    國立政治大學
    新聞學系
    82451002
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002003029
    Data Type: thesis
    Appears in Collections:[Department of Journalism] Theses

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