广告仿拟现象的认知语用研究
发布时间：2019-04-09 09:50
【摘要】：作为一种特殊的修辞手段，仿拟以其独特的认知语用效果在各类言语交际中得到广泛的应用。仿拟在广告中的应用尤为普遍，因为它可以在有限的时空内利用人们的背景知识创造新奇的表达效果，以吸引消费者的注意。仿拟不仅是一种修辞手段，更是一种动态的认知过程和思维方式。大批中外学者们已从不同角度对仿拟修辞进行了研究，并取得了不菲成果，但是这些研究大多是对仿拟语言形式、特征及功能等方面的表层研究，从语用学和认知学角度对广告仿拟现象的深入剖析比较罕见。 本文拟以认知语言学范畴的概念整合理论和语用学范畴的顺应论为理论基础探讨广告语言中的仿拟现象。概念整合理论的创始人Fauconnier认为，概念整合网络包括四个“心理空间”：输入空间1、输入空间2、类属空间和合成空间。四个空间的概念通过跨域映射建立联系。首先，两个输入空间中的成分和属性进行跨域映射，然后通过组合、完善及精化三个过程，，有选择性地投射到合成空间，并由此生成层创结构，产生新的意义。本文从概念整合理论视角对广告仿拟现象进行的认知层面的研究发现，心理空间的跨域映射是广告中的语音仿拟、词汇仿拟、句法仿拟和语意仿拟现象产生的内在机制，而在单一网络、镜像网络、单域网络和双域网络中的概念整合而生成的层创结构是广告仿拟语言吸引读者眼球的根本原因。 此外，本文还从顺应论视角对不同类型的广告仿拟现象进行了语用层面的探讨。始创于Verschueren的顺应论认为，语言运用的过程就是有意识或无意识的语言选择的过程；语言选择具有变异性、协商性、顺应性三个属性。本研究发现，广告语言的选择同样具有这三个属性。其中，变异性和协商性赋予了广告语言较大的选择空间和变通余地、顺应性则使广告语言选择服务于目标受众。广告仿拟的产生是语境顺应的需要。能否打动消费者很大程度上取决于广告语言形式对各种主客观因素的顺应性，而仿拟广告的语言和策略选择正是对由目标受众的心智世界、社交世界、物理世界构建的语境的动态顺应的结果。概念整合理论和顺应论相结合的多维视角是诠释广告仿拟构建与理解机制的全新尝试，也是对两大理论本身的实用性和阐释力的一种有效验证。本文不仅从理论视域方面拓展了广告仿拟语言的研究，而且为人们创建和理解广告仿拟语言提供了一个有效途径。
[Abstract]:As a special rhetorical device, imitation is widely used in all kinds of speech communication with its unique cognitive pragmatic effect. Imitation is widely used in advertising because it can make use of people's background knowledge in limited time and space to create novel expression effects to attract consumers' attention. Imitation is not only a rhetorical device, but also a dynamic cognitive process and thinking mode. A large number of scholars at home and abroad have studied parody rhetoric from different angles, and have obtained a lot of achievements. However, most of these studies are superficial studies on the form, characteristics and functions of parody language. From the perspective of pragmatics and cognitive, in-depth analysis of the phenomenon of advertising imitation is rare. Based on the conceptual integration theory of cognitive linguistics category and the adaptation theory of pragmatics category, this paper aims to explore the imitating phenomenon in advertising language on the basis of the conceptual integration theory of cognitive linguistics and the adaptation theory of pragmatic category. According to Fauconnier, the founder of conceptual integration theory, conceptual integration network consists of four "psychological spaces": input space 1, input space 2, generic space and composite space. The concepts of four spaces are connected by cross-domain mapping. Firstly, the components and attributes in the two input spaces are mapped across domains. Then, by combining, perfecting and refining three processes, the components and attributes in the two input spaces are selectively projected into the composite space, and then the layered structure is generated, resulting in a new meaning. From the perspective of conceptual integration theory, this paper studies the cognitive level of advertising imitation phenomenon, and finds that the cross-domain mapping of psychological space is the internal mechanism of phonological imitation, lexical imitation, syntactic imitation and semantic imitation in advertising, and that the cross-domain mapping of psychological space is the internal mechanism of the phenomenon of phonetics imitation, lexical imitation, syntactic imitation and semantic imitation. And in single network, mirror network, single-domain network and dual-domain network, the layer-creation structure generated by the concept integration is the fundamental reason for the advertising imitating language to attract readers' attention. In addition, from the perspective of adaptation theory, this paper makes a pragmatic study of different types of advertising imitation phenomena. The adaptation theory, which originated from Verschueren, holds that the process of language use is the process of conscious or unconscious language selection, and that language choice has three attributes: variability, consultation and compliance. This study found that the choice of advertising language also has these three attributes. Among them, variability and negotiation give advertising language more choice space and flexibility, while adaptation makes advertising language choice serve the target audience. The production of advertisement imitation is the need of context adaptation. Whether or not to impress consumers depends largely on the adaptation of advertising language form to various subjective and objective factors, and the language and strategy choice of imitating advertising is exactly for the mental and social world of the target audience. The result of the dynamic adaptation of the context constructed by the physical world. The combination of conceptual integration theory and adaptation theory is a new attempt to interpret the mechanism of imitating construction and understanding of advertising, and it is also an effective verification of the practicability and explanatory power of the two theories themselves. This paper not only extends the research of advertising parody language from the perspective of theory, but also provides an effective way for people to create and understand advertising parody language.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H030
本文编号：2455073
[Abstract]:As a special rhetorical device, imitation is widely used in all kinds of speech communication with its unique cognitive pragmatic effect. Imitation is widely used in advertising because it can make use of people's background knowledge in limited time and space to create novel expression effects to attract consumers' attention. Imitation is not only a rhetorical device, but also a dynamic cognitive process and thinking mode. A large number of scholars at home and abroad have studied parody rhetoric from different angles, and have obtained a lot of achievements. However, most of these studies are superficial studies on the form, characteristics and functions of parody language. From the perspective of pragmatics and cognitive, in-depth analysis of the phenomenon of advertising imitation is rare. Based on the conceptual integration theory of cognitive linguistics category and the adaptation theory of pragmatics category, this paper aims to explore the imitating phenomenon in advertising language on the basis of the conceptual integration theory of cognitive linguistics and the adaptation theory of pragmatic category. According to Fauconnier, the founder of conceptual integration theory, conceptual integration network consists of four "psychological spaces": input space 1, input space 2, generic space and composite space. The concepts of four spaces are connected by cross-domain mapping. Firstly, the components and attributes in the two input spaces are mapped across domains. Then, by combining, perfecting and refining three processes, the components and attributes in the two input spaces are selectively projected into the composite space, and then the layered structure is generated, resulting in a new meaning. From the perspective of conceptual integration theory, this paper studies the cognitive level of advertising imitation phenomenon, and finds that the cross-domain mapping of psychological space is the internal mechanism of phonological imitation, lexical imitation, syntactic imitation and semantic imitation in advertising, and that the cross-domain mapping of psychological space is the internal mechanism of the phenomenon of phonetics imitation, lexical imitation, syntactic imitation and semantic imitation. And in single network, mirror network, single-domain network and dual-domain network, the layer-creation structure generated by the concept integration is the fundamental reason for the advertising imitating language to attract readers' attention. In addition, from the perspective of adaptation theory, this paper makes a pragmatic study of different types of advertising imitation phenomena. The adaptation theory, which originated from Verschueren, holds that the process of language use is the process of conscious or unconscious language selection, and that language choice has three attributes: variability, consultation and compliance. This study found that the choice of advertising language also has these three attributes. Among them, variability and negotiation give advertising language more choice space and flexibility, while adaptation makes advertising language choice serve the target audience. The production of advertisement imitation is the need of context adaptation. Whether or not to impress consumers depends largely on the adaptation of advertising language form to various subjective and objective factors, and the language and strategy choice of imitating advertising is exactly for the mental and social world of the target audience. The result of the dynamic adaptation of the context constructed by the physical world. The combination of conceptual integration theory and adaptation theory is a new attempt to interpret the mechanism of imitating construction and understanding of advertising, and it is also an effective verification of the practicability and explanatory power of the two theories themselves. This paper not only extends the research of advertising parody language from the perspective of theory, but also provides an effective way for people to create and understand advertising parody language.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H030
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