隐喻型店名的认知角度探析

发布时间：2018-03-31 07:41

本文选题：店名　切入点：认知　出处：《渤海大学》2012年硕士论文

【摘要】：在商品经济高度发达的今天，店名作为社会用语，不仅是店铺之间具有区别作用的一种语言符号，同时它还可以有效地传递商品或事物信息。从认知的角度研究隐喻型店名是一种新的角度，隐喻不仅是一种修辞手段，而且是人类思维的主要方式，是人类重要的认知工具。运用概念隐喻理论和概念合成理论分析店名中的隐喻现象，可以使我们从认知角度对店名的认知更加深入。隐喻型店名主要有方位隐喻型店名、结构隐喻型店名和实体隐喻型店名，，具有创新性、普遍性、模糊性、稳定性等特点。通过对隐喻型店名的分析研究发现，隐喻型店名的形成过程是极其复杂的，主要涉及了思维、情感、视角等转化过程。其形成的认知机制是两个概念域的跨域映射，即用一事物来认知和理解另一事物，从而使原本抽象的难以理解的商品或事物的属性特征变得形象具体。因此，隐喻型店名具有建构、推理与评价等认知功能，这些认知功能与店名的标示传播功能相契合，有利于受众对店名的理解和记忆。对隐喻型店名的研究既扩展了店名研究的范畴，同时也有助于我们对认知语言学及其隐喻理论的认识更加系统和全面。
[Abstract]:In the highly developed commodity economy today, store name, as a social term, is not only a language symbol with different functions between stores, but also can effectively transmit the information of goods or things.It is a new angle to study metaphorical store names from the perspective of cognition. Metaphor is not only a rhetorical device, but also a main way of human thinking and an important cognitive tool for human beings.The use of conceptual metaphor theory and conceptual synthesis theory to analyze the metaphorical phenomena in store names can help us to understand store names more deeply from the perspective of cognition.Metaphorical store names are mainly locational metaphorical, structural metaphorical and substantive metaphorical ones, which have the characteristics of innovation, universality, fuzziness, stability and so on.Through the analysis of metaphorical store names, it is found that the formation process of metaphorical store names is extremely complex, mainly involving the transformation process of thinking, emotion and visual angle.Its cognitive mechanism is the cross-domain mapping of two concept domains, that is, one thing is used to recognize and understand another, so that the original abstract and difficult to understand the attributes of goods or things become visual and concrete.Therefore, metaphorical store names have cognitive functions, such as construction, reasoning and evaluation. These cognitive functions coincide with the signalling and communication functions of store names, and are conducive to the audience's understanding and memory of store names.The study of metaphorical store names not only expands the scope of store name research, but also helps us to understand cognitive linguistics and its metaphorical theory more systematically and comprehensively.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

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