Talmy视角理论下的禁烟广告语

A Study on Non-smoking Slogans from Talmy's Perspective Theory

现如今,随着社会和公众对个人健康问题的关注度不断加大,禁烟宣传已经成为了告诫人们吸烟有害健康的一种必不可少的方式。作为禁烟宣传的一个重要组成部分,各式各样的禁烟广告语无时不刻不吸引着我们的注意。本研究通过运用Talmy在认知语义学领域提出的视角理论,对国内较为经典的禁烟广告的文本进行了分析。该研究的目的旨在分析禁烟广告的认知视角,并分析其产生原因与效果。通过定性研究发现,不同广告语所涉及的不同观察方向、观察位置、观察距离和观察模式使广告语本身具有不同的表达特色与效果。

As increasing attention has been fixed on health concern,the non-smoking propaganda has already become an important way of making people aware of the harm of smoking.As an integral part of non-smoking propaganda and with different styles,non-smoking slogans can always be attractive.The thesis has analyzed the text of some typical slogans on the basis of perspective theory which has been put forward by Talmy,a famous linguist in the field of cognitive semantics.The thesis aims at analyzing the semantic perspectives of those slogans,the causes of them and their effects.Through the qualitative research,it seems that different slogans have different features and effects due to their different direction of viewing,perspectival location,perspectival distance and perspectival mode.