汉语印刷广告中转喻经济性的认知分析

Analysis of cognitive metonymy economy in Chinese print advertising

文章旨在探索和验证转喻作为人类思维和认知方式的普遍性及其对语言经济性的影响。通过分析,我们发现转喻在汉语广告中普遍存在,其经济性是通过作者和读者间达到的一种最佳平衡而实现的。从认知语言学的角度出发,转喻能够对汉语印刷广告中语言的经济性做出合理解释。

The paper is an attempt to probe into the universal existence of metonymy in language and its influence on the language economy. It is proved that metonymy does exist pervasively in Chinese advertisements. Only when the speakers and the hearers make concession can the economy of metonymy be achieved. Metonymy can be used to explain the economy of language in perspective of cognitive linguistics.