| 摘要: |
| 概念整合是一种普遍的人类认知活动。借助Fauconnier等认知语言学家的概念整合理论，运用概念整合网络，从认知角度探讨读者或观众理解广告双关语、领会广告意图的相关心理机制。研究表明，概念整合理论可以对广告双关语的解读过程进行较为细致的描述和阐释，再次验证了概念整合理论的认知阐释力。从概念整合的角度对广告双关语进行认知解读是广告双关语研究的新视角，不失为广告双关语认知研究的一次有意义的尝试。 |
| 关键词: 广告双关语 概念整合 认知解读 |
| DOI： |
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| A conceptual integration approach to puns in advertisements |
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YUAN Hong mei
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| Abstract: |
| Conceptual integration is a universal human cognitive activity. Based on the Conceptual Integration Theory proposed by Fauconnier and other cognitive linguists, this paper is designed to explore the cognitive mechanism of interpreting puns in advertisements to perceive the underlying information advertisements expressed by virtue of conceptual integration networks displaying the dynamic cognitive process. It proves that the Conceptual Integration Theory can provide a detailed description and profound explanation of the perceiving process of puns in advertisements, which again tests and verifies the cognitive elucidatory power of the Conceptual Integration Theory. And perceiving puns in advertisements cognitively from the perspective of conceptual integration is a new approach to puns in advertisements and a trustworthy attempt in its cognitive research as well. |
| Key words: puns in advertisements conceptual integration cognitive perception |
