广告仿拟的认知研究  

The Cognitive Study on Parody in Advertisements

作　　者：罗胜杰[1] 

机构地区：[1]湖南工程学院,湘潭411104

出　　处：《外语学刊》2010年第1期52-56,共5页Foreign Language Research

基　　金：湖南省教育厅人文社科项目"英汉仿拟辞格对比研究"(06C251)的阶段性成果

摘　　要：概念合成理论为研究语言运用背后的认知活动——"仿拟"提供了一个统一的理论框架。仿拟是语言活动中的常见现象,广泛活跃于英汉广告中。据此,本文借助这一理论,从认知角度研究英汉广告中的仿拟,探究其意义建构和推理机制。研究发现,作为该理论中4空间之一的类属空间可以揭示广告仿拟副偏离产生的原因——待填概念与概念空位不吻合。Mental Space Theory, initiated in 1985 by Fauconnier in his Mental Space, has been developing rapidly and has developed into conceptual blending theory, which is rapidly emerging as a major force in cognitive science, and provides a unifying theoreti- cal framework for a range of cognitive phenomena. Parody is common in language activities, and it is commonly seen in English and Chinese advertisements. This paper attempts to use this theory to seek a detailed analysis of parody with focus on the meaning construction and reasoning mechanism of parody. Moreover, research has revealed that the generic space, one of the four spaces in the theory, may serve to expose the cause of false derivation of parody in ads ; that is, the filler is not identical with the slot. This finding helps us to avoid such phenomenon and guides us in making a parody.

关 键 词：广告仿拟 概念合成理论 认知机制 类属空间 

分 类 号：H0-05[语言文字—语言学]