成语谐音仿拟广告词理解的认知阐释  

A Cognitive Explanation of the Homophonic Parody of the Chinese Idioms in Advertisements

作　　者：黄漓江[1] 

机构地区：[1]西安外国语大学研究生部,陕西西安710128

出　　处：《湖州师范学院学报》2008年第5期96-100,共5页Journal of Huzhou University

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.

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 

分 类 号：H030[语言文字—语言学]