转喻影响广告注视的眼动研究被引量：3

A Study of How Metonymy Influences Eye Fixation in Advertisements:Evidence by Eye Tracking Experiment

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摘要本文通过眼动实证研究探讨广告中的转喻是否比其字面义分别在一般广告和押韵广告中更能引起注视,注视时间是否更长,从而影响广告效果。实证对比发现:第一注视时间和第一轮阅读时间的指标都未呈现差异,但回归路径阅读时间存在显著差异。实验结果表明:押韵广告中转喻有明显的回视和重读,即出现了二阶段效应,而其在普通广告中的字面义则没有。 The study aims to find out whether metonymic expression can induce longer eye fixation than literal expression in both poetic and non-poetic advertisements. The results of eye tracking experiment conducted among 80 participants indicate that metonymic expression induces extra look, i.e. rereading, in both poetic and non-poetic ads while literal expression doesn＇t; therefore, metonymic expression causes longer fixation than literal expression.

作者陈香兰段雅超禹杭白学军

机构地区对外经济贸易大学英语学院天津师范大学心理与行为研究院

出处《外语电化教学》 CSSCI 北大核心 2016年第2期16-20,共5页 Technology Enhanced Foreign Language Education

基金国家人文社科一般项目"英汉语法中的高层转喻机制研究"(项目编号:11BYY010) 教师学术创新团队资助项目:认知与商务语言(项目编号:CXTD5-06)的阶段性成果

关键词押韵广告转喻眼动字面义转喻义 Poetic Advertisement Metonymy Eye Tracking Literal Meaning Metonymic Meaning

分类号 H0-05 [语言文字—语言学]

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