广告话语中语音隐喻的认知机制研究

Cognitive Mechanism Study of Phonetic Metaphor in Advertising Discourse

隐喻是人们认知和思维方式的反映手段之一,语言始于语音,因此语音隐喻是一个值得研究的语言现象,其在广告话语中被广泛应用,广告交际是一种明示—推理的交际过程。以新认知语用学的前沿理论之关联理论为理据,分析广告话语中语音隐喻的认知机制,研究发现语音隐喻生成和理解是广告发布者和受众认知语用化的结果,产生的创新构式结构简洁,语义丰富,能使受众付出最小的认知努力来获取最佳的认知回报,更有效地实现成功交际。

Metaphor is one of reflective means of human cognitive and thinking ways,and language stems from voice,so phonetic metaphor is a language phenomenon that is worthy studying and is applied in advertisement frequently. Advertising communication is a kind of ostensive-inferential communitive process. Based on the famous theory in neo-cognitive linguistics,relevance theory,the cognitive mechanism of phonetic metaphor in advertisement discourse is analyzed. The study finds that the generation and interpretation of phonetic metaphor are pragmatic results of cognitive ability of advertisement publishers and audiences. The creative structure resulting from it holds rich meanings with simple construction,which can make audience gain best cognitive return with least cognitive processing effort and achieve successful communication more effectively.