广告中汉语成语仿用的认知探讨

发布时间：2018-04-15 12:53

本文选题：成语仿用 + 构式　；参考：《湖南师范大学》2012年硕士论文

【摘要】：习语是民族语言文化的瑰宝,承载着一个民族丰富的文化底蕴和无穷的语言魅力。由于其固定的形式结构和特殊的语义内涵,习语历来受到语言研究者的青睐。长期以来,众多语言学家对习语的句法语义特征、习语的来源、习语教学和英汉习语对比等方面做了大量研究,尤其是认知语言学发展以后,习语的生成和应用等方面的研究也层出不穷。但是,目前在习语研究领域,对英语习语和英汉习语对比的研究成果颇多,而专门针对汉语成语的研究并不多见。汉语成语,尤其是四字成语言简意赅、节奏感强、形象生动、受众熟悉等特点使得成语仿用现象在广告语中频频出现,甚至呈泛滥之象,广告中汉语成语仿用的规范也就成了一个亟待关注和解决的问题。成语仿用是一个认知心理过程,广告中的成语仿用是通过对既有成语的改写来表达新的语用含义,以实现特定的宣传效果。因此,广告中通过成语仿用所形成的新的语言形式与原成语必然存在着某种联系,其产生是有认知理据的。同时,广告是一个交际过程,也是一个信息传达和劝诱的过程。因此,广告创作必须以能实现广告意图为前提,广告语言必须具有一定的规范性。本文从广义的认知角度出发,一方面通过对广告中汉语成语仿用的语料进行分类研究,分别运用构式语法和概念整合理论揭示出两类广告成语仿用的不同认知成因；另一方面针对目前广告界成语仿用现象严重泛滥的情况,试图对其规范问题进行深入探讨：通过分析概括出广告中汉语成语仿用的规范原则,并运用关联理论解释其原因,以期为广告语言的发展提供可靠依据。基于Fillmore对习语分类的理论,汉语成语可分为图式成语和实体成语两类。通过对汉语广告中的成语仿用现象进行语料分析,我们发现,图式成语和实体成语这两类成语在仿用时具有各自不同的特征,是两种不同的认知过程,究其深层根源,是构式语法和概念整合理论两种不同认知原理作用的结果。图式成语由于其语义结构的半固定性,其本身就存在相应的空位。这类成语的仿用过程就是新的语义成分对原成语构式进行填充,原成语构式通过语义压制使其与之相符的过程。因此,新形成的成语形式在语义上仍与原成语构式保持一致。实体成语由于其语义结构的固定性,在仿用时只能通过激活人们对原成语构式义的整体记忆,使之与新的语义元素进行整合从而在线构建出新的语用意义。这类成语仿用是概念整合的结果。因此,新形成的成语形式背离了原成语构式的语义结构。广告中成语仿用的实现是人类认知作用的结果,但广告中的成语仿用不是任意可为的。广告是广告商与消费者之间的一种特殊交际活动,消费者能否理解广告商的宣传意图,广告活动能否成功,取决于广告创作的恰当与否。基于关联理论,广告交际是一种明示—推理交际,是一个理解广告的语言意义—选择最佳语境—获取广告意图的过程。因此,确保广告交际中这三个环节顺利进行的条件决定了广告创作必须符合某些特定的原则。也就是说,本文试图从关联理论的角度来深入探讨广告中成语仿用的规范问题,使广告中汉语成语仿用的规范原则更有说服力,从而更加有效地指导广告商的广告创作,防止成语仿用现象在广告文体中“泛滥成灾”。
[Abstract]:The idiom is a treasure of national language and culture, carrying a nation rich cultural heritage and the infinite charm of the language. Due to the structure of the fixed form and special semantic meaning, idioms has always been the language researchers of all ages. For a long time, many linguists on the syntactic and semantic features of Idioms, idioms, do a lot of study on the teaching of English and Chinese idioms and idioms comparison etc., especially after the development of cognitive linguistics, research on the generation and applications of idioms also emerge in an endless stream. However, at present in the idiom research field, there are a lot of research achievements of English Idioms and idioms comparison, and Research on the Chinese idioms are rare.
Chinese idioms, especially the four word are concise, strong sense of rhythm, vivid image, the audience familiar with the characteristics of idioms with imitation phenomenon appeared frequently in advertisements, or even a flood of Chinese idioms with imitation as specification advertising has become one of the urgent attention and solve the problem of idioms. Imitation is a cognitive process, the idioms in advertising by imitation is based on rewriting existing idioms to express the pragmatic meaning of the new, in order to achieve specific publicity. Therefore, new forms of language and the original idiom formed by imitation of idioms in advertising must have some relationship, which is a cognitive motivation. At the same time, advertising is a process of communication, is also a process of information communication and persuasion. Therefore, advertising creation must be able to realize the purpose of advertisement is the premise of advertising language must have a certain criterion.
In this paper, from the cognitive perspective of a generalized and classified research of Chinese idioms in advertisements are imitation corpus, construction grammar and conceptual integration theory to reveal the different cognitive causes of two types of advertising with idiom imitation; on the other hand for the current advertising idioms with imitation phenomenon is serious flood situation, trying to further Discussion on its problems: through the analysis summarizes the standard Chinese idioms in advertisements by imitating principle and application of relevance theory to explain the reasons, in order to provide a reliable basis for the development of the advertising language.
Fillmore classification based on the theory of idioms and Chinese idioms can be divided into two types of idioms and idioms schema entities. Based on Chinese idioms in advertisements by imitation phenomenon of data analysis, we found that the schema of these two types of idioms and idioms entity idioms have their different characteristics in imitation, are two different cognitive process, the deep root is the construction grammar and conceptual integration theory, two different cognitive principle effect. Because of the semi fixed schema idiom semantic structure, it has the corresponding vacancy. This kind of idiom with imitation process is the semantic component of new original idiom constructions are filled, the original the idiom constructions through the pressing process of the semantic match. Therefore, the formation of the new form of idioms in semantic and idiom constructions consistent. Because of its fixed entity idiom semantic structure, in imitation of time only can pass We activate people's holistic memory of the construction meaning of the original idioms, integrate them with new semantic elements, and build new pragmatic meanings online. Such idioms are the result of conceptual integration. Therefore, the newly formed idioms deviate from the semantic structure of the original idioms.
Advertising is used to achieve the idiom imitation effect the result of human cognition, but the idioms in advertising copy is not arbitrary for the. Advertising is a special communication between advertisers and consumers, consumers can understand the intention of advertising advertisers propaganda, success depends on the creation of the advertisement is appropriate or not based on Association. The theory of advertising communication is a kind of ostensive inferential communication, is an understanding of advertising language meaning - select the best context - get the advertising intention process. Therefore, to ensure that the advertising communication these three links smoothly a decided advertisement creation must comply with certain principles. That is to say, this paper attempts to explore the problem with advertising in imitation of specification idioms deeply from the perspective of relevance theory, the persuasiveness of Chinese idioms with imitation principle more advertising, so as to effectively guide the advertisers The creation of advertising prevents the imitation of Idioms from being "flooded" in the advertising style.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H136

【参考文献】