广告双关语的概念整合分析

Conceptual Blending Analysis of Puns in Advertisements

运用概念整合理论对广告双关语进行详细的分析,从认知的新视角来阐释广告双关语意义的构建和人们对广告的完全解读。研究结果表明:概念整合理论从根本上揭示了广告双关语意义在人们头脑中生成的机理,阐释了人们如何一步步成功解读广告商的意图,验证了概念整合理论的认知阐释力。

This paper focus on the analysis of puns in advertisements by using Conceptual Blending Theory. It is a new cognitive way to explain how the meaning of puns in advertisements is formed in people＇s mind and how advertisements are fully understood by people. Research findings show that Conceptual Blending Theory fundamentally reveals the mechanism that meaning of advertisements pun is formed in people＇s mind and the theory can be used to explain how people succeed in understanding the real purpose of advertisers.In the meantime, it is proved that Conceptual Blending Theory has the cognitive elucidatory power.