摘要
概念整合是一种普遍的人类认知活动。借助Fauconnier等认知语言学家的概念整合理论,运用概念整合网络,从认知角度探讨读者或观众理解广告双关语、领会广告意图的相关心理机制。研究表明,概念整合理论可以对广告双关语的解读过程进行较为细致的描述和阐释,再次验证了概念整合理论的认知阐释力。从概念整合的角度对广告双关语进行认知解读是广告双关语研究的新视角,不失为广告双关语认知研究的一次有意义的尝试。
Conceptual integration is a universal human cognitive activity. Based on the Conceptual Integration Theory proposed by Faueonnier and other cognitive linguists, this paper is designed to explore the cognitive mechanism of interpreting puns in ad- vertisements to perceive the underlying information advertisements expressed by virtue of conceptual integration networks displa- ying the dynamic cognitive process. It proves that the Conceptual Integration Theory can provide a detailed description and pro- found explanation of the perceiving process of puns in advertisements, which again tests and verifies the cognitive elucidatory pow- er of the Conceptual Integration Theory. And perceiving puns in advertisements eognitively from the perspective of conceptual in- tegration is a new approach to puns in advertisements and a trustworthy attempt in its cognitive research as well.
出处
《重庆工商大学学报（社会科学版）》
2009年第4期125-130,共6页
Journal of Chongqing Technology and Business University：Social Science Edition
关键词
广告双关语
概念整合
认知解读
puns in advertisements
conceptual integration
cognitive perception
