广告语中动构式的认知研究——以eBay网广告语为例

A Cognitive Study of English Middle Constructions in Advertising Language: A Case Study of Advertising Language from eB ay

广告语中动构式句式上存在主语附加多重修饰语及谓词特殊处理的现象;语义上,类指性在广告语境下产生一定语义限制。这些特征反映出中动构式具有凸显实体属性的认知功能和广告效果。在事件域认知模型(ECM)的认知参照框架下,广告语中动构式事件域内各成分带有语境信息,人们根据这些信息的突显度及它们之间的致使关系,进行识解、概念转喻的认知操作从而得出中动构式义。

treatment of middle strictions on generic paper proves middle grammatical subject with multiple attributive elements and special predication are syntactically acceptable in middle constructions. And there are certain rereading of middle construction in concrete advertising context. These properties serve the cognitive function of highlighting the attributes of entities represented by middle grammatical subject. Within the cognitive frame of Event -domain Cognitive Model （ECM）, a middle construction is taken as a middle e- vent domain. In this domain, all the elements with contextual information interconnect with each other. Based on different salience of information and the causative relationship between them, people conduct these cognitive operations like construal and conceptual metonymic transfer to get the middle construction＇ s meaning.