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概念整合视域下品牌名的认知分析

作者:yibilw 日期:2021-11-13 分类:外语论文

Introduction

It is concerned with uncovering the internal meaningconstruction processes to reveal significance of kinds of expressions. After Fauconnierand Turner have proposed this theory, many linguists are wild about applying this theoryto different fields, seeing that it has a strong explanatory power to multifarious linguisticphenomena. For instance, conceptual blending theory is widely used in the analysis ofnews headlines, advertisements, idioms, puns, literary works (such as drama andcomedy). Nevertheless, there are relatively few scholars who attempt to use conceptualblending theory to analyze brand names.A brand name plays a predominant role in the sale of products, and it is closelyrelated to the prestige and economic benefits of the enterprise. Realizing the importanceof brand names, many scholars set out to study brand names from the field oftranslatology, Marketing, aesthetics, semiotics, semantics, pragmatics as well as socialculture, researches of brand names from the perspective of conceptual blending theoryare few. Hence, this thesis takes a chance to analyze brand names from the angle ofconceptual blending theory.Now that the purpose of this paper is to do a cognitive analysis of brand namesfrom a fresh perspective—the angle of conceptual blending theory, it aims at solvingthree major problems: can conceptual blending theory be used to analyze brand namesand uncover the meaning construction process of brand names? How does conceptualblending theory work in brand names analysis, in other words, how does conceptualblending theory work to reveal the meaning constuction processes of brand names?What new discoveries will be found in brand names with the application of conceptualblending theory?
This thesis intends to do a qualitative and quantitative analysis of brand names under the framework of conceptual blending theory to uncover the internal meaningconstruction processes of brand names and bring some enlightenment to entrepreneursto catch consumers’attention to their brands.This thesis will focus on the application of conceptual blending theory, and brandnames will be the objects.In the introduction part, research background, research object, research method andauthor’s expected research results will be mentioned.The body part consists of four chapters.Chapter one is the literature review. In this part, review on the studies of brandnames and review on the studies of conceptual blending theory will be included.Specifically, it consists of other learners’ research methods and research perspectives ofbrand names and the study focus and research method of the author. Then, retrospectionof the development of conceptual blending theory is indispensable, some ingredients ofconceptual blending theory will be contained, such as its origin, its development, itsrepresentative learners, its achievements and its application. The research purpose of theauthor will be also mentioned.Chapter two desires to introduce the theoretical framework of this research. Keypoints in conceptual blending theory, such as the mental spaces, the cross-spacemapping and the network model of conceptual blending theory, will be included.Chapter three mainly focuses on data collection and research methodology of thisstudy. To be more specific, the sources of brand names, classifications of brand names,the specific research methodolgy and research procedure of brand names with theconceptual blending theory will be discussed.Chapter four is the co nceptual blending theory-based cognitive analysis of brandnames. The author will analyze brand names with the network model of conceptualblending theory under classifications of brand names. Then, new findings from dataanalysis will be covered.
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Chapter OneLiterature Review

This chapter mainly lays stress on the retrospection of studies of brand names andconceptual blending theory.

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