摘要
双关是广告语中非常重要的修辞格,它的使用能增加广告语的吸引力与趣味性。笔者从认知语言学的角度出发,并在概念整合理论的基本框架指导下,对广告语中双关修辞的意义进行阐释,以此来探索人们在创造与理解广告语言时的认知活动。
Pun is a very important figure of speech in advertisements, the adoption of which can add attraction and humor to the language of advertisements. From the perspective of cognitive linguistics, this paper attempts to account for the comprehension process of puns used in English advertisements based on conceptual blending theory. The aim is to explore the human cognitive activities involved in the creation and understanding of advertising language.
出处
《鸡西大学学报（综合版）》
2010年第1期77-78,共2页
JOurnal of Jixi University:comprehensive Edition
关键词
概念整合
双关
认知阐释
Conceptual Integration Theory
pun
cognitive explanation
