广告语超常组合的认知模式

The Cognitive Models of Abnormal Combinations in Advertisements

广告语的超常组合很有表达特色,近年来呈上升趋势。超常组合而又不是病句的,需要符合隐喻或转喻的认知模式。隐喻和转喻会产生超常的表达效果。我们从认知的角度,做了较详细的语法、语义的,转喻、隐喻的认知分析。言语上的形式趋简,语义兼容,与转喻、隐喻的认知思维模式有关;一些抽象概念也需要借助转喻、隐喻的方式来表达,转喻、隐喻认知模式,具有精炼、形象,可根据表达者的意图突出事物某方面特征的作用。隐喻和转喻认知模式的表达范围要比修辞格的比喻和借代范围大得多。当然,也要规避失败的隐喻、转喻超常组合产生负值。

The abnormal combinations in advertisements are interesting,showing an increasing trend in recent years.It is argued that abnormal combinations are not faulty sentences as they have to conform to the cognitive models of metaphor or metonymy.This paper makes a detailed cognitive study of grammar,meaning,metonymy and metaphor regarding abnormal combinations in advertisements.It is found that these combinations are simple in form,compatible in meaning and relevant to the cognitive models of metonymy and metaphor.Metonymy and metaphor are conducive to an application of terse expressions,a highlight of images and an indication of features of things.Nevertheless,caution is required in the process so as to avoid the failure and negative value of metaphor and metonymy in abnormal combinations.