浅析认知视角下的语篇连贯——从一则广告谈起

A Brief Analysis of Discourse Coherence from the Cognitive Perspective——Beginning with a Case of Advertisement

连贯是一个复杂的语言现象,它涉及到语义、语用及认知等各方面。传统语篇连贯的研究主要集中在从形式或语义角度进行考察,并认为衔接是语篇连贯最重要的语法、词汇手段,然而这只是一个显性手段。实际上,具有连贯的语篇的构建和理解都离不开人的认知能力。基于认知语言学理论,以一则广告为语料分析语篇的连贯性。

Discourse coherence is a complex linguistic phenomenon which involves semantics, pragmatics and cognition. Discourse coherence has traditionally been studied from the formal and semantic perspectives, which stressed cohesion as the most important grammatical and lexical device. However, discourse coherence is also realized by cognitive principles. Based on cognitive linguistic theory, this paper attempts to analyze the discourse coherence in a case of advertisement.