广告文体中的高层转喻思维与认知推理操作  

Study of the High-Level Metonymic Thinking and Cognitive Inferencing Operation in Advertising Language

作　　者：张俊妮[1] 

机构地区：[1]山西师范大学外国语学院,山西临汾041004

出　　处：《中北大学学报（社会科学版）》2016年第4期110-115,共6页Journal of North University of China：Social Science Edition

摘　　要：传统转喻研究以指称转喻为主,涉及低层次的转喻思维操作;高层转喻思维则与语境有关且常涉及多域操作。为揭示高层转喻思维在广告文体中的具体操作问题,本研究以苹果公司广告词为例自建小型语料库,在高层转喻思维基本操作模式的框架下,指出高层命题转喻、高层情景转喻和高层篇章转喻普遍存在于广告语言中并影响着话语参与者的认知推理过程,主要承担着保证话语经济性与韵律化、增强话语说服力和提升语篇深层次连贯性的功能。Traditional studies on metonymies primarily address referential metonymies involving met- onymic operations at a lower level. In contrast, high-level metonymies operate in specific contexts, and more often than not involve two or more cognitive domains in play. The present study aims to research into the operation of high-level metonymies in advertising language, with slogans of Apple Inc as an example and under the framework of the basic operational model of high-level metonymies. It proposes that high- level propositional, situational and textual metonymy permeate the advertising language and influence the cognitive inferencing of the participants involved. Functionally, it favors more simplistic and rhythmic lin- guistic expressions, adds to the slogans＇ persuasive power and enhances textual coherence at a deep level.

关 键 词：高层转喻 认知推理 篇章转喻 语法转喻 间接言语行为 广告词 

分 类 号：H05[语言文字—语言学]