广告双关语的认知研究

A Cognitive Approach to the Pun in Advertising

双关作为一种有效的修辞手段,备受广告商的青睐。近年来,对广告双关语的研究仅仅局限于对其结构形式、语用功能和美学功能的讨论。从认知的角度,用概念整合理论分析了广告双关语的产生和解读过程,并探讨了广告双关语独特的认知功能,从认知的新视点剖析了广告创作者用双关语作广告的动机。

Punning, as an effective rhetorical device, is favored and frequently employed by advertisers. The study of puns in advertising so far has been focused on the discussion of their grammatical structure, pragmatic function and aesthetic effect. This paper, shifting the focus to the cognitive perspective, analyses the constructing and perceiving processes of puns in advertisements in terms of conceptual integration theory, and explores puns' special cognitive function, with a new insight into the motive of advertisers' exploitation of puns in advertising.