广告双关语的概念整合分析

Conceptual Integration Analysis of Advertisement Pun

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。本文从认知的角度,用概念整合理论分析了广告双关语的产生和解读过程,并认为广告双关语具有独特的认知特性: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。

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, using the conceptual integration theory, tries to analyze the generation and understanding process of advertisement pun from the cognitive perspective. And the 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.