人与技术的异化关系:智能手表广告的批评隐喻分析

Alienated Relationship of Human Beings and Technology:A Critical Metaphor Analysis on the Advertisement of Smart Watches

意识形态与话语的辩证关系一直是语言学、哲学等学科研究的焦点。语言学研究者通过深析话语特征而揭示隐秘的意识形态观念。人与技术的异化关系也潜匿于智能手表的广告中,可以通过批评隐喻分析等认知语言学方法展示出来。研究表明:广告中人与技术的编码方式呈现出不同特征,技术可以具有主体性而统治本该作为主体的使用者。智能手表广告的批评隐喻分析展现了认知语言学方法在话语分析中的应用空间。

The dialectical relationship between ideology and discourse has remained a focus of such disciplines as linguistics and philosophy.Linguists can expose the underlying ideological notions with an in-depth analysis of their discursive features.The alienated relationship of human beings and technology is hidden in the advertisement of smart watches.Researchers can reveal the alienation with cognitive linguistic methods such as Critical Metaphor Analysis.It is found that the coding of human beings and technology in advertisement manifests different features.The technology can acquire the status of the subject and dominate the supposedly subjective users.The critical metaphor analysis of smart watches reveals the application of cognitive linguistic methods in discourse analysis.