广告语中通感隐喻的认知分析

A Cognitive Analysis on Synaesthesia Metaphors in Advertising Language

以概念隐喻和概念合成理论为框架,从认知的角度对广告语中的通感进行分析,将广告语中的通感隐喻分为以触觉、味觉、嗅觉、听觉和视觉为源域的通感隐喻。分析认为,与日常用语和文学作品不同,广告语中的通感隐喻的映射呈现了双向性。

This paper makes an analysis on Synaesthesia in advertising language from the perspective of cognition on the theoretical basis of Conceptual Metaphor Theory and Conceptual Integration Theory. Synaesthesia in advertising language is classified into five groups according to variant mappings： touch as source domain,taste as source domain,smell as source domain,hearing as source domain and vision as source domain. The paper concludes that mappings in synaesthesia metaphors in advertising language exhibit an obvious feature of bidirectionality,which is quite different from that of other genres such as daily language and literature works.