基于图形——背景理论的网络广告语认知分析——以淘宝网广告语为例

A Cognitive Analysis of Internet Advertising Language from the Point of Figure-Ground Theory——Taking Advertising Language of Taobao as an Example

图形——背景理论是认知语言学突显观中的基本理论。图形即所要描写的对象,背景是其环境。本文以图形——背景理论为基础,对网络广告语进行分析,从认知语言学角度来感知网络广告语在商品营销中的巨大魅力。

Figure-Ground Theory is tile basic theory of prominence view in cognitive linguistics. Figure is the target of descriplion and ground is the background for figure. Basecl on Fig, re-Ground Theory, this paper it]lends to analyze Internel advertising language to explore, the charm of Internet advertising langHage in commodity markelJng fi＇om lhe perspective of cognitive linguislies.