广告双关语论文：广告双关语概念整合理论框架迁移CFM

1、广告双关语论文：广告双关理解机制的认知研究【中文摘要】双关语是英语中一种较为常见的修辞格。人们有意 利用某些词、短语或句子在音、形和义方面的条件，使其具有双重意 义，从而产生声音、形式和意义上的美感。由于其独特的修辞和语用 效果，双关语被大量运用于广告中，以期实现产品推销的。近年来，在 众多学者的努力下,特别是随着认知语言学的迅速发展，广告双关语 的研究不断的丰富和发展。其传统研究主要集中于分类、定义、修辞 功能、表达效果，较少从认知层面对广告双关的理解过程进行分析。 因此，本文试图在前人研究的基础上，从认知的角度建立一个整合模 式去理解英文广告中的双关，并试图揭示隐藏在广告双关背后的理解 机

2、制。本文分别分析了概念整合理论和框架迁移在广告双关理解中的 作用以及它们各自的优劣势，在此基础上创建了一个新的广告理解模 式(cfm),并将这一整合模式应用到对各类广告双关的具体理解过程 中去。结合文军的分类及新建的整合模式，本文对广告双关做了重新 的划分。经过分析,本文发现广告双关的理解过程是读者在结合语言 语境和背景知识的基础上通过框架迁移建立两个输入空间，再通过整 合、映射最终获得隐含意义的动态的认知过程。该论文共有五个章节, 具体如下:第一章简单介绍了论文写作的动因、目标、资料【英文摘耍】pun is a figure of speech commonly used in englis

3、h, in which some features in sound, form or meaning of a word, phrase or sentence are purposefully made use of toproduce aesthetic sense in sound, form or meaning. because of its peculiar rhetorical and pragmatic effects, pun is widely applied in advertisements to promote sales. due to many scholars

4、' efforts as well as the development of cognitive linguistics, the studies of puns in advertising have been enriched. however, the traditional research of puns in .【关键词】广告双关语概念整合理论框架迁移cfm【购买全文】联系fq1: 138113721 fq2: 139938848 同时提供论文写作一对一辅导和论文发表服务保过包发.【英文关键词】puns in advertisi ng con cep tuol blend

5、ingtheory frame-shifting cfm【目录】广告双关理解机制的认知研究 摘要45 abstract 56 acknowledgements 7-10 chapter one introduction 10一131.1 rationale of the study 10-111.2objectives of the study 11121.3 methodology and datacollection of the study 121.4 organization of thestudy 12-13 chapter two literature review 13-262.

6、 1introduction 132. 2 puns revisited 13202. 2. 1definitions of puns 13-142. 2. 2 classifications ofpuns 14-162. 2. 3 semantic features of puns inadvertising 16-18advertising 18-202. 2. 4 functions of puns in2.3 previous studies of english puns insemantic approach 212. 3. 3 pragmatic approach 21 一232

7、. 3. 4cognitive approach 23-242.4 summary 24-26 chapter threetheoretical framework 26-423. 1 introduction 26273. 2conceptual blending theory 27一343.2.1 keyconcepts 27-303.2.2 conceptual integrationnetwork 30一323. 2. 3 comments on cbt in interpretation of punsin advertising 32一343. 3 frame-shifting 3

8、4-38 3. 3. 1frame 34一363.3.2 coulson' s frame-shiftingmodel 36-383. 3. 3 comments on fs in interpretation of punsin advertising 383.4 the comprehension model of puns inadvertising: cfm 38-413.5 summary 41-42 chapter fourapplication of cfm to comprehension of puns inadvertising 42-544. 1 introduc

9、tion 424. 2 description ofdata collection 42-434.3 reclassification of puns inadvertising 4344 4. 4 puns in advertising undercfm 44-534.4.1 application of the model to sound-relatedpuns 44-46 4.4.2 application of the model to syllepticpuns 4649 4.4.3 application of the model tostructure-related puns 49-514.4.4 application of the modelto context-related