习语在广告中的创造性运用认知机制

Cognitive mechanisms involved in creative exploitation of idiomatic expressions in advertisements

以概念隐喻和概念合成的补充理论为根据,重点讨论习语在广告中的创造性运用认知机制。广告中的习语主要有两种模式:引申习语和变动习语。在引申习语广告中,隐喻意义较为重要,人们往往会先获得字面意义。而在变动习语广告中,字面意义和隐喻意义同时得以激发。作者认为这两种区别并不明显,有时可能同时出现,前者的引申部分会创造强烈的双关效果。在这些创造性的例子中,隐喻和概念合成所起的作用与日常语言含有的认知规则相同,但还是有许多过程人们可能没有意识到。

The paper is based on the cognitive mechanisms involved in the creative exploitation of idiomatic expressions in advertisements. The idioms found occur in two main patterns, which is extended idioms and altered idioms respectively. Since the metaphorical meaning may be supposed to be more prominent, which is obtainable slightly before the literal meaning idioms, while in the case of altered idioms, the two meanings are simultaneously activated. However, it must be pointed out that the difference between the two variants is not clear, and they may co-occur. In the extended ads, there may somewhat stronger punning effect owing to the surprise effect created by the secondary literal interpretation.