| 习语在广告中的创造性运用认知机制 |
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| 引用本文： | 何琼. 习语在广告中的创造性运用认知机制[J]. 浙江科技学院学报, 2011, 23(2): 109-113,148. DOI: 10.3969/j.issn.1671-8798.2011.02.007 |
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| 作者姓名： | 何琼 |
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| 作者单位： | 浙江农林大学外国语学院,浙江临安,311300 |
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| 基金项目： | 浙江省社会科学联合会研究项目,浙江农林大学预研项目 |
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| 摘 要： | 以概念隐喻和概念合成的补充理论为根据,重点讨论习语在广告中的创造性运用认知机制。广告中的习语主要有两种模式:引申习语和变动习语。在引申习语广告中,隐喻意义较为重要,人们往往会先获得字面意义。而在变动习语广告中,字面意义和隐喻意义同时得以激发。作者认为这两种区别并不明显,有时可能同时出现,前者的引申部分会创造强烈的双关效果。在这些创造性的例子中,隐喻和概念合成所起的作用与日常语言含有的认知规则相同,但还是有许多过程人们可能没有意识到。
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| 关 键 词： | 习语 概念隐语 概念合成 |
Cognitive mechanisms involved in creative exploitation of idiomatic expressions in advertisements |
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| HE Qiong. Cognitive mechanisms involved in creative exploitation of idiomatic expressions in advertisements[J]. Journal of Zhejiang University of Science and Technology, 2011, 23(2): 109-113,148. DOI: 10.3969/j.issn.1671-8798.2011.02.007 |
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| Authors: | HE Qiong |
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| Affiliation: | HE Qiong(School of Foreign Languages,Zhejiang A & F University,Lin'an 311300,China) |
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| Abstract: | The paper is based on the cognitive mechanisms involved in the creative exploitation of idiomatic expressions in advertisements.The idioms found occur in two main patterns,which is extended idioms and altered idioms respectively.Since the metaphorical meaning may be supposed to be more prominent,which is obtainable slightly before the literal meaning idioms,while in the case of altered idioms,the two meanings are simultaneously activated.However,it must be pointed out that the difference between the two var... |
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| Keywords: | idiomatic expressions conceptual metaphor conceptual blending |
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