从基于心理模型的语用推理看广告中的双关

On Puns in Advertisement from the Perspective of Mental Models-Based Pragmatic Reasoning

广告语中双关的生成和理解往往用概念合成理论进行解析。徐盛桓倡导的"基于心理模型语用推理"在语言的意义建构与理解过程中起着重要的作用,它同样也能对广告中双关的生成和理解进行解析。

The generalization and interpretation on puns in advertisement are usually explained from the perspective of Fauconnier＇s Conceptual Integration Theory. Mental Models - Based Pragmatic Reasoning Theory by Xu Shenghuan ,which plays a fundamental role in the meaning construction of natural language, can also be used to explain the genaralization and interpretation on puns in advertisement.