广告反语识解的认知语言学研究

发布时间：2018-03-31 06:21

本文选题：广告反语　切入点：概念整合理论　出处：《四川外语学院》2012年硕士论文

【摘要】：本文旨在通过整合认知语言学中的两大重要理论：概念整合理论及框架迁移理论，对广告中反语的识解作出合理的解释。如今，反语作为一种修辞在广告写作中得到了广泛应用，对提高商品的购买力起到了重要的作用。然而，之前对于反语的研究大多集中在其定义、分类、属性、功能等方面，因此，给后来的学者留下了很大的研究空间。有关广告话语中的反语的研究并不常见，从认知语言学角度出发更是罕见。因此，本文从认知角度提出一种有关广告反语的理解模式CBT~+，对广告反语的识解机制进行探讨。本文在分析概念整合理论和框架迁移在广告反语理解中各自的优劣势之基础上，认为概念整合理论缺乏推理过程，而框架迁移缺乏整合过程。因此，我们将二者整合，创建出一个新的识解模式CBT~+，从而使广告反语能够通过CBT和FST两大突出优势——整合和推理的互补，得到最佳理解。此外，本文还+对广告中的反语进行了分类，即，同音异义型，语境型及情感型。最后，本文通过结合新型理解模式CBT~+对以上三类广告反语进行分析发现，广告反语的识解过程实质是一个通过框架迁移，，建立两个输入空间，再通过整合、推理，最终获得隐含意义的动态的认知过程。
[Abstract]:By integrating two important theories in cognitive linguistics: conceptual integration theory and frame transfer theory, this paper aims to make a reasonable interpretation of irony in advertising. Nowadays, irony, as a kind of rhetoric, has been widely used in advertising writing and has played an important role in increasing the purchasing power of goods. However, previous studies on irony have mostly focused on its definition, classification, attributes, functions and so on. Therefore, there is a lot of research space for later scholars. The research on irony in advertising discourse is not common, especially from the perspective of cognitive linguistics. This paper presents a cognitive understanding model of advertising irony, CBT ~, and probes into the cognitive mechanism of advertising irony. On the basis of analyzing the advantages and disadvantages of conceptual integration theory and frame transfer in the understanding of advertising irony, this paper holds that conceptual integration theory lacks reasoning process, while frame transfer lacks integration process. A new construal model, CBT ~, is created, so that advertising irony can be best understood through the two outstanding advantages of CBT and FST-integration and reasoning complementation. In addition, this paper classifies irony in advertising, that is, Finally, this paper analyzes the above three kinds of advertising irony by combining the new understanding model CBT ~. It is found that the process of the interpretation of advertising irony is essentially a transfer of the frame through the establishment of two input spaces. Finally, through integration and reasoning, the dynamic cognitive process of implied meaning is obtained.
【学位授予单位】：四川外语学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

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