摘要
从本质上讲语言歧义不仅是一种交际现象,也是一种认知现象,而广告语很好地运用了语言中的歧义。本文运用认知理论来研究广告语中歧义的认知,通过对问卷调查的定量与定性分析,找出广告语中歧义的认知特点和倾向,并阐释出认知在广告语歧义消解中的作用。
Linguistic ambiguity is considered to be a cognitive phenomenon as well as a communicative phenomenon in nature.Advertising language makes good use of ambiguity in language.The thesis attempts to make a cognitive study on ambiguity in advertising language.Based on quantitative and qualitative analysis of questionnaire,it generalizes cognitive characteristic and tendency of ambiguity in advertising language in three aspects of the participants' cognition of ambiguity in advertising language,absolute ambiguity degree and relative ambiguity degree.Finally,it presents how cognition functions in ambiguity resolution.
出处
《浙江社会科学》
CSSCI
北大核心
2011年第8期135-138,160,共4页
Zhejiang Social Sciences
基金
浙江大学宁波理工学院2010年教学改革项目"教学中语言歧义的处理方法-以广告语为例"研究成果之一
关键词
广告语
歧义
认知
Advertising Language,Ambiguity,Cognition
