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双关在商业广告语中的运用
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作者 张涵宇 《中文科技期刊数据库(文摘版)教育》 2015年第10期286-286,共1页
文章主要从广告语和双关的概述、双关的分类、双关在商业广告语中运用的三个方面阐述双关修辞在商业广告语中的运用。总之,通过对双关这种修辞的研究,探求双关在商业广告语中的运用价值,以便更好的理解双关语的商业广告在我们日常生活... 文章主要从广告语和双关的概述、双关的分类、双关在商业广告语中运用的三个方面阐述双关修辞在商业广告语中的运用。总之,通过对双关这种修辞的研究,探求双关在商业广告语中的运用价值,以便更好的理解双关语的商业广告在我们日常生活中的运用。 展开更多
关键词 双关 广告语谐音 双关语义
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Affordance Derivation Facilitates the Semantic Access in Comprehending Chinese Puns 被引量:3
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作者 Qiaoyun LIAO Quan HU +3 位作者 Mengting GAO Lijun MENG Zhipeng TAN Jie ZHENG 《Chinese Journal of Applied Linguistics》 2021年第1期90-110,127,128,共23页
The study employed ERP technique to explore whether the affordance derivation can facilitate semantic access in comprehending Chinese puns. ERPs were measured while participants read the pun sentences containing dual ... The study employed ERP technique to explore whether the affordance derivation can facilitate semantic access in comprehending Chinese puns. ERPs were measured while participants read the pun sentences containing dual meanings and made a judgement about the following probes and statements. The results showed that highly related probes in pun sentences elicited a smaller N400 and a larger LPC than moderately related probes in pun sentences. As for the comparison of sentence types, both highly and moderately related probes in pun sentences produce a smaller N400 and a larger LPC than those in control sentences. These results indicate that in the early stage of pun comprehension, semantic access to the literal meaning is easier through affordance derivation because of meaning dominance and frequency. In the late stage of integration, however,the intended meaning of puns can be facilitated and accessed through its privilege of affordance derivation activated by pun words in a pun context because of the priming context and its underlying intention. The study has discovered empirically that it is the affordance derivation,which connects the context and the dual meanings indicated by the pun words, that contributes to the different time courses and dynamic underlying neurocognitive mechanisms in comprehending puns in Chinese. 展开更多
关键词 Chinese puns affordance derivation semantic access
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