摘要
从认知语言学中的完形趋向理论和概念合成理论出发,重新审视成语谐音仿拟广告词。这一尝试性分析揭示了该类广告词理解的认知过程,扩展了这两个理论对语言现象的解释力,同时也为解释这类广告词广受青睐的深层原因提供了一种新的阐释空间,从而丰富了对这一语言现象的研究。
This paper makes an attempt to reexamine the homophonic parody of the Chinese idioms in advertisements by the application of Gestalt Theory and Conceptual Blending Theory in Cognitive Linguistics, and this tentative analysis has brought to light the cognitive process of the understanding of this type of advertisements, enhanced the explanatory power of the two theories and provided us with a new explanation of the deep cause why such advertisements are popularized, thus enriching the researches on this type of language phenomenon.
出处
《湖州师范学院学报》
2008年第5期96-100,共5页
Journal of Huzhou University
关键词
认知过程
谐音仿拟
意义建构
概念合成理论
完形趋向理论
cognitive process
homophonic parody
meaning construction
Conceptual Blending Theory
Gestalt Theory
