| 广告双关语的概念整合分析 |
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| 引用本文： | 张倩,郭林花.广告双关语的概念整合分析[J].武汉科技学院学报,2014(4):78-80. |
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| 作者姓名： | 张倩 郭林花 |
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| 作者单位： | 中南民族大学外语学院,湖北武汉430074 |
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| 摘 要： | 运用概念整合理论对广告双关语进行详细的分析,从认知的新视角来阐释广告双关语意义的构建和人们对广告的完全解读.研究结果表明：概念整合理论从根本上揭示了广告双关语意义在人们头脑中生成的机理,阐释了人们如何一步步成功解读广告商的意图,验证了概念整合理论的认知阐释力.
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| 关 键 词： | 广告语 谐音双关 语义双关 概念整合 |
Conceptual Blending Analysis of Puns in Advertisements |
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| ZHANG Qian,Guo Lin-hua.Conceptual Blending Analysis of Puns in Advertisements[J].Journal of Wuhan Institute of Science and Technology,2014(4):78-80. |
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| Authors: | ZHANG Qian Guo Lin-hua |
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| Institution: | (Department of Foreign Language, South-Central University for Nationalities, Wuhan Hubei 430074, China) |
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| Abstract: | This paper focus on the analysis of puns in advertisements by using Conceptual Blending Theory. It is a new cognitive way to explain how the meaning of puns in advertisements is formed in people＇s mind and how advertisements are fully understood by people. Research findings show that Conceptual Blending Theory fundamentally reveals the mechanism that meaning of advertisements pun is formed in people＇s mind and the theory can be used to explain how people succeed in understanding the real purpose of advertisers.In the meantime, it is proved that Conceptual Blending Theory has the cognitive elucidatory power. |
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| Keywords: | Advertisements Phonetic Pun Semantic Pun Conceptual Blending Analysis |
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