事件域认知模型下汉语商业广告语的认知研究

A Cognitive Study of Chinese Commercial Slogans from the Perspective of Event-domain Cognitive Model

事件域认知模型(Event-domain Cognitive Model,以下简称ECM)是王寅(2007)提出的一种新的认知理论模型,其中事件域是指由多要素和多层级构成的包括一定范围的事件,主要成分是行为和事体。该理论认为人们通常以事件域为单位来认知世界,一定程度上符合人类的认知规律。商业广告旨在把商品信息以最快捷和有效的方式传达给大众,激发其购买欲。因此,广告设计者往往要在有限的时间内突显销售该商品这一事件域下人们熟悉的子行为或子事体,以吸引消费者的眼球,这实际上利用了ECM中的转喻和缺省机制。本文以ECM对一些经典的汉语商业广告语进行认知分析,以证明该理论对汉语商业广告语具有较强的解释力。

Event-domain Cognitive Model (ECM) is a new cognitive model proposed by Wang Yin (2007).The Eventdomain refers to a certain event involving multiple elements and levels,and its primary elements are action and being.The theory holds that people often recognize the world based on event-domain,which is,to a certain extent,in accordance with cognitive laws of human beings.Commercial advertising aims to convey the commodity information to the public in the fastest and most efficient way and inspire their desire for purchase.Thus,within a limited time, the advertising designer will highlight the familiar sub-action or sub-being in the whole event-domain to attract consumers’ attention.This actually utilizes metonymy and default mechanisms.In this paper,ECM is used to analyze some classical Chinese commercial slogans to prove the great explanatory power of this theory.