摘要
运用Fauconnier和Turner等人提出的概念复合理论和概念整合网络,从认知的层面对广告语中汉语熟语创新使用的意义构建进行分析。旨在说明概念的合成是一种具有普遍性的认知活动,具有极强的认知阐释力。并且通过分析证明广告语中汉语熟语创新使用的意义构建可以从认知的角度运用复合理论来阐释,为广告熟语创新使用的研究提供一种新的研究角度和方法。
Based on the conceptual blending theory developed by Fauconnier and Turner, this paper attempts to analyze the meaning construction of the creative use of idioms in Chinese advertising from cognitive perspective. It demonstrates that conceptual blending is a general cognitive operation with powerful cognitive force. The creative use of idioms in advertising can also be interpreted within the framework of blended space theory.
出处
《西南农业大学学报（社会科学版）》
2007年第5期107-110,共4页
Journal of Southwest Agricultural University:Social Science Edition
关键词
概念复合理论
概念整合网络
广告
汉语熟语
翻新
conceptual blending theory
conceptual integration networks
advertising
Chinese idiom
creating
