基于概念整合理论的广告双关语嵌合模式解读——以三则烟草广告为例

Tobacco advertisement puns from the perspective of conceptual blending theory:Taking three tobacco advertisements as an example

概念整合理论被广泛应用于解释各种语法结构、语义运用及语用现象。它认为意义的建构是四个心理空间相互映射、相互连接与整合的结果。基于概念整合心理空间理论,以中华牌香烟等三则广告为例,解读了熟语双关、谐音双关、品牌双关以及语义双关几种广告双关语及其嵌合模式。

Conceptual blending is a cognitive theory that concerned with language phenomenon.It has been widely applied in grammatical structure、semantic meaning and pragmatic phenomenon.It considered that the meaning construction was the results of four mental spaces connected each other.Through conceptual blending network we can clearly unscrambled the real meaning of some advertisement puns mode just like idiom puns、homophonic puns、brand puns and homographic puns.