广告双关语的概念合成分析

Conceptual Blending Analysis of Advertisement Pun

双关语在广告中使用频繁,可分为四类:熟语双关、品牌双关、语义双关以及谐音双关。本文试图用概念合成理论解释这四类广告双关语效果的达成。读者在释义广告语的过程中,需要进行概念合成,最终获得广告所要表达的意义——概念合成后的新显结构。研究表明,广告双关语具有认知特性:对双关语的解读过程有实时性,需要在特定的语境下进行,同时也受文化模式的制约。

Pun is used frequently in advertisement text, which has four types： idiom pun, commercial brand pun, polysemy pun and homophone pun. Using the blending theory, this essay tries to explain how readers comprehend advertisement pun. During the understanding process, readers are inevitably involved in conceptual blending, and finally get what the advertiser wants to express--the emergent structure after blending. My research shows that advertisement pun has its own cognitive characteristics： the understanding of advertisement pun is on line. It needs to be done in a certain advertisement context in that readers should consciously realize it is an advertisement to sell something. It is also constrained by cultural models.