从认知语言学角度看广告中的隐喻  

A cog-linguistic view of the language art in advertising-metaphor

作　　者：郝宝燕[1] 黄睿[1] 

机构地区：[1]河北工程大学文学院,河北邯郸056038

出　　处：《河北工程大学学报（社会科学版）》2008年第4期81-82,87,共3页Journal of Hebei University of Engineering(Social Science Edition)

基　　金：邯郸市科技局立项课题(编号:0824201090-3)阶段性成果

摘　　要：广告在当今社会是一种有明确目的的交流方式。在成功有效的广告中,广告创意者利用一种策略——隐喻性表达把广告需传达的信息概念有效地传递给目标受众。本文以一定相关广告知识为背景理论支持,以"隐喻性思维"和"概念整合"理论为论证视角,通过对广告语中隐喻的分析,提出广告中的隐喻性表达是展示人类隐喻性思维的最佳例证之一。而广告中的隐喻表达既反映了广告创意者对信息概念的独特创造性思维,也为广告信息受众对隐喻表达做出概念整合达到理解目的提供帮助。Advertisements are a pervasive kind of communication of messages with practical and clear communication aims in today＇s society. In the common catching and effective advertisements, metaphorical expressions are applied by the ad creators as a strategy to achieve the effective conveyance of the advertised messages or concepts to the target audience. Based on some academic knowledge of advertising and the two cog--linguistic principles, this paper illustrates that metaphors in advertising are a most appropriate example of human metaphorical thinking. And the expressions of metaphor show the creative ideas of the ad creators and help the audience build up conceptual integration networks in their mind while understanding the metaphors.

关 键 词：广告语 隐喻性思维 概念整合 

分 类 号：F713.8[经济管理—广告] H0-05[经济管理—产业经济]