本文選題：廣告反語　切入點(diǎn)：概念整合理論　出處：《四川外語學(xué)院》2012年碩士論文

【摘要】：本文旨在通過整合認(rèn)知語言學(xué)中的兩大重要理論：概念整合理論及框架遷移理論，對(duì)廣告中反語的識(shí)解作出合理的解釋。 如今，反語作為一種修辭在廣告寫作中得到了廣泛應(yīng)用，對(duì)提高商品的購買力起到了重要的作用。然而，之前對(duì)于反語的研究大多集中在其定義、分類、屬性、功能等方面，因此，給后來的學(xué)者留下了很大的研究空間。有關(guān)廣告話語中的反語的研究并不常見，從認(rèn)知語言學(xué)角度出發(fā)更是罕見。因此，本文從認(rèn)知角度提出一種有關(guān)廣告反語的理解模式CBT~+，對(duì)廣告反語的識(shí)解機(jī)制進(jìn)行探討。 本文在分析概念整合理論和框架遷移在廣告反語理解中各自的優(yōu)劣勢(shì)之基礎(chǔ)上，認(rèn)為概念整合理論缺乏推理過程，而框架遷移缺乏整合過程。因此，我們將二者整合，創(chuàng)建出一個(gè)新的識(shí)解模式CBT~+，從而使廣告反語能夠通過CBT和FST兩大突出優(yōu)勢(shì)——整合和推理的互補(bǔ)，得到最佳理解。此外，本文還+對(duì)廣告中的反語進(jìn)行了分類，即，同音異義型，語境型及情感型。最后，本文通過結(jié)合新型理解模式CBT~+對(duì)以上三類廣告反語進(jìn)行分析發(fā)現(xiàn)，廣告反語的識(shí)解過程實(shí)質(zhì)是一個(gè)通過框架遷移，，建立兩個(gè)輸入空間，再通過整合、推理，最終獲得隱含意義的動(dòng)態(tài)的認(rèn)知過程。
[Abstract]:By integrating two important theories in cognitive linguistics: conceptual integration theory and frame transfer theory, this paper aims to make a reasonable interpretation of irony in advertising. Nowadays, irony, as a kind of rhetoric, has been widely used in advertising writing and has played an important role in increasing the purchasing power of goods. However, previous studies on irony have mostly focused on its definition, classification, attributes, functions and so on. Therefore, there is a lot of research space for later scholars. The research on irony in advertising discourse is not common, especially from the perspective of cognitive linguistics. This paper presents a cognitive understanding model of advertising irony, CBT ~, and probes into the cognitive mechanism of advertising irony. On the basis of analyzing the advantages and disadvantages of conceptual integration theory and frame transfer in the understanding of advertising irony, this paper holds that conceptual integration theory lacks reasoning process, while frame transfer lacks integration process. A new construal model, CBT ~, is created, so that advertising irony can be best understood through the two outstanding advantages of CBT and FST-integration and reasoning complementation. In addition, this paper classifies irony in advertising, that is, Finally, this paper analyzes the above three kinds of advertising irony by combining the new understanding model CBT ~. It is found that the process of the interpretation of advertising irony is essentially a transfer of the frame through the establishment of two input spaces. Finally, through integration and reasoning, the dynamic cognitive process of implied meaning is obtained.
【學(xué)位授予單位】：四川外語學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H05

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