从事件域认知模型看商业广告语中转喻的构建

Analysis on the Construction of Metonymy in Commercial Advertising Based on ECM

根据王寅提出的"事件域认知模型(Event-Domain Cognitive Model,简称ECM)"对企业广告语进行了认知分析;通过阐释沃尔玛突显不同子行为来喻指"顾客到沃尔玛购物"这一整体事件域E,以及因特尔突显不同个体事体来喻指"消费者使用并支持Intel CPU芯片"这一整体事件域E所产生的不同广告效果,得出了以下结论:对不同子行为或者不同个体事体的突显会产生不同的缺省信息,进而显现不同的广告效果。旨在证明ECM认知分析方法能够为广告语的认知分析作出一个统一并且具有说服性的解释。

This paper aims to prove the feasibility of ECM analytical method in interpreting commercial advertising from cognitive perspective. To demonstrate the foregrounding of different Actions and Beings can give rise to different implication which leads to different advertising effectiveness,the old and new advertising slogans of Wal- Mart,adopted distinct Action as foreground in the whole Event ＂ Customers come to and shop at Wal- Mart＂,and the old and new advertising slogans of Intel,adopted unlike Beings as foreground in the whole Event ＂ consumers use Intel CPU and back it in the future＂,were compared based on ECM proposed by Wang Yin.