关联理论与概念整合理论在广告语篇分析中的互补整合研究  

The complementary integration of Relevance Theory and Conceptual Blending Theory in advertising discourse analysis

作　　者：蔡凤梅 刘兴兵[3] Cai Fengmei;Liu Xingbing

机构地区：[1]四川外国语大学英语学院 [2]湖北汽车工业学院外国语学院 [3]四川外国语大学商务英语学院

出　　处：《西安外国语大学学报》2024年第4期43-48,共6页Journal of Xi’an International Studies University

基　　金：国家社会科学基金项目“认知对话句法学的构建与应用研究”(项目编号:18BYY212);第二轮重庆市一流学科外国语言文学科研重大项目“体认话语分析的路径:历史审视与未来建构”(项目编号:SISUWYJY202303)的阶段性研究成果。

摘　　要：关联理论侧重于解释明示—推理交际的认知模式,但缺乏关联性识解机制的可操作性框架;概念整合理论则关注跨域空间的概念整合,却缺乏全局观的交际互动考察。本文探讨两者在交际维度的互补性,以认知语境突显机制及交际过程为核心,构建关联—整合交际模型,并以“红旗H9汽车广告”为个案,验证该整合模型的阐释力。研究发现,关联理论和概念整合理论具有互补融合潜势,新模型能有效揭示多模态媒体语篇如何通过明示信息突显,实现最佳关联性,以引导受众完成关键关系识解、映射、整合,达成广告的信息与交际意图。这证明了新模型对媒体交际语篇的明示—推理过程具有强大的解释力和适用性。Relevance Theory primarily focuses on explicating the cognitive model of ostensive-inferential communication but lacks an operational framework for the mechanisms of construing the relevance.In contrast,Conceptual Blending Theory exam-ines conceptual blending across domains yet falls short of providing a comprehensive investigation into communicative interac-tions.This paper explores the complementarity of these two theories from a communicative perspective and constructs a Rele-vance-Integration Communication Model centered on the mechanisms of cognitive context highlighting and the communication process.Using the"Hongqi H9 car advertisement"as a case study,this study validates the explanatory power of this integrated model.The findings reveal that Relevance Theory and Conceptual Blending Theory hold the potential for complementary inte-gration.The new model effectively uncovers how multi-modal media discourses achieve optimal relevance through highlighting the ostensive information,guiding the audience in the processes of vital relation-interpretation,mapping,and blending,there-by fulflling the informative and communicative intentions of the advertisement.This demonstrates the robust explanatory power and applicability of the new model to the ostensive-inferential processes of media communicative discourses.

关 键 词：关联理论 概念整合理论 关联—整合交际模型 广告语篇 

分 类 号：H030[语言文字—语言学]