廣告仿擬現(xiàn)象的認(rèn)知語用研究
發(fā)布時(shí)間：2019-04-09 09:50
【摘要】：作為一種特殊的修辭手段，仿擬以其獨(dú)特的認(rèn)知語用效果在各類言語交際中得到廣泛的應(yīng)用。仿擬在廣告中的應(yīng)用尤為普遍，因?yàn)樗梢栽谟邢薜臅r(shí)空內(nèi)利用人們的背景知識創(chuàng)造新奇的表達(dá)效果，以吸引消費(fèi)者的注意。仿擬不僅是一種修辭手段，更是一種動態(tài)的認(rèn)知過程和思維方式。大批中外學(xué)者們已從不同角度對仿擬修辭進(jìn)行了研究，并取得了不菲成果，但是這些研究大多是對仿擬語言形式、特征及功能等方面的表層研究，從語用學(xué)和認(rèn)知學(xué)角度對廣告仿擬現(xiàn)象的深入剖析比較罕見。 本文擬以認(rèn)知語言學(xué)范疇的概念整合理論和語用學(xué)范疇的順應(yīng)論為理論基礎(chǔ)探討廣告語言中的仿擬現(xiàn)象。概念整合理論的創(chuàng)始人Fauconnier認(rèn)為，概念整合網(wǎng)絡(luò)包括四個(gè)“心理空間”：輸入空間1、輸入空間2、類屬空間和合成空間。四個(gè)空間的概念通過跨域映射建立聯(lián)系。首先，兩個(gè)輸入空間中的成分和屬性進(jìn)行跨域映射，然后通過組合、完善及精化三個(gè)過程，，有選擇性地投射到合成空間，并由此生成層創(chuàng)結(jié)構(gòu)，產(chǎn)生新的意義。本文從概念整合理論視角對廣告仿擬現(xiàn)象進(jìn)行的認(rèn)知層面的研究發(fā)現(xiàn)，心理空間的跨域映射是廣告中的語音仿擬、詞匯仿擬、句法仿擬和語意仿擬現(xiàn)象產(chǎn)生的內(nèi)在機(jī)制，而在單一網(wǎng)絡(luò)、鏡像網(wǎng)絡(luò)、單域網(wǎng)絡(luò)和雙域網(wǎng)絡(luò)中的概念整合而生成的層創(chuàng)結(jié)構(gòu)是廣告仿擬語言吸引讀者眼球的根本原因。 此外，本文還從順應(yīng)論視角對不同類型的廣告仿擬現(xiàn)象進(jìn)行了語用層面的探討。始創(chuàng)于Verschueren的順應(yīng)論認(rèn)為，語言運(yùn)用的過程就是有意識或無意識的語言選擇的過程；語言選擇具有變異性、協(xié)商性、順應(yīng)性三個(gè)屬性。本研究發(fā)現(xiàn)，廣告語言的選擇同樣具有這三個(gè)屬性。其中，變異性和協(xié)商性賦予了廣告語言較大的選擇空間和變通余地、順應(yīng)性則使廣告語言選擇服務(wù)于目標(biāo)受眾。廣告仿擬的產(chǎn)生是語境順應(yīng)的需要。能否打動消費(fèi)者很大程度上取決于廣告語言形式對各種主客觀因素的順應(yīng)性，而仿擬廣告的語言和策略選擇正是對由目標(biāo)受眾的心智世界、社交世界、物理世界構(gòu)建的語境的動態(tài)順應(yīng)的結(jié)果。概念整合理論和順應(yīng)論相結(jié)合的多維視角是詮釋廣告仿擬構(gòu)建與理解機(jī)制的全新嘗試，也是對兩大理論本身的實(shí)用性和闡釋力的一種有效驗(yàn)證。本文不僅從理論視域方面拓展了廣告仿擬語言的研究，而且為人們創(chuàng)建和理解廣告仿擬語言提供了一個(gè)有效途徑。
[Abstract]:As a special rhetorical device, imitation is widely used in all kinds of speech communication with its unique cognitive pragmatic effect. Imitation is widely used in advertising because it can make use of people's background knowledge in limited time and space to create novel expression effects to attract consumers' attention. Imitation is not only a rhetorical device, but also a dynamic cognitive process and thinking mode. A large number of scholars at home and abroad have studied parody rhetoric from different angles, and have obtained a lot of achievements. However, most of these studies are superficial studies on the form, characteristics and functions of parody language. From the perspective of pragmatics and cognitive, in-depth analysis of the phenomenon of advertising imitation is rare. Based on the conceptual integration theory of cognitive linguistics category and the adaptation theory of pragmatics category, this paper aims to explore the imitating phenomenon in advertising language on the basis of the conceptual integration theory of cognitive linguistics and the adaptation theory of pragmatic category. According to Fauconnier, the founder of conceptual integration theory, conceptual integration network consists of four "psychological spaces": input space 1, input space 2, generic space and composite space. The concepts of four spaces are connected by cross-domain mapping. Firstly, the components and attributes in the two input spaces are mapped across domains. Then, by combining, perfecting and refining three processes, the components and attributes in the two input spaces are selectively projected into the composite space, and then the layered structure is generated, resulting in a new meaning. From the perspective of conceptual integration theory, this paper studies the cognitive level of advertising imitation phenomenon, and finds that the cross-domain mapping of psychological space is the internal mechanism of phonological imitation, lexical imitation, syntactic imitation and semantic imitation in advertising, and that the cross-domain mapping of psychological space is the internal mechanism of the phenomenon of phonetics imitation, lexical imitation, syntactic imitation and semantic imitation. And in single network, mirror network, single-domain network and dual-domain network, the layer-creation structure generated by the concept integration is the fundamental reason for the advertising imitating language to attract readers' attention. In addition, from the perspective of adaptation theory, this paper makes a pragmatic study of different types of advertising imitation phenomena. The adaptation theory, which originated from Verschueren, holds that the process of language use is the process of conscious or unconscious language selection, and that language choice has three attributes: variability, consultation and compliance. This study found that the choice of advertising language also has these three attributes. Among them, variability and negotiation give advertising language more choice space and flexibility, while adaptation makes advertising language choice serve the target audience. The production of advertisement imitation is the need of context adaptation. Whether or not to impress consumers depends largely on the adaptation of advertising language form to various subjective and objective factors, and the language and strategy choice of imitating advertising is exactly for the mental and social world of the target audience. The result of the dynamic adaptation of the context constructed by the physical world. The combination of conceptual integration theory and adaptation theory is a new attempt to interpret the mechanism of imitating construction and understanding of advertising, and it is also an effective verification of the practicability and explanatory power of the two theories themselves. This paper not only extends the research of advertising parody language from the perspective of theory, but also provides an effective way for people to create and understand advertising parody language.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H030
本文編號：2455073
[Abstract]:As a special rhetorical device, imitation is widely used in all kinds of speech communication with its unique cognitive pragmatic effect. Imitation is widely used in advertising because it can make use of people's background knowledge in limited time and space to create novel expression effects to attract consumers' attention. Imitation is not only a rhetorical device, but also a dynamic cognitive process and thinking mode. A large number of scholars at home and abroad have studied parody rhetoric from different angles, and have obtained a lot of achievements. However, most of these studies are superficial studies on the form, characteristics and functions of parody language. From the perspective of pragmatics and cognitive, in-depth analysis of the phenomenon of advertising imitation is rare. Based on the conceptual integration theory of cognitive linguistics category and the adaptation theory of pragmatics category, this paper aims to explore the imitating phenomenon in advertising language on the basis of the conceptual integration theory of cognitive linguistics and the adaptation theory of pragmatic category. According to Fauconnier, the founder of conceptual integration theory, conceptual integration network consists of four "psychological spaces": input space 1, input space 2, generic space and composite space. The concepts of four spaces are connected by cross-domain mapping. Firstly, the components and attributes in the two input spaces are mapped across domains. Then, by combining, perfecting and refining three processes, the components and attributes in the two input spaces are selectively projected into the composite space, and then the layered structure is generated, resulting in a new meaning. From the perspective of conceptual integration theory, this paper studies the cognitive level of advertising imitation phenomenon, and finds that the cross-domain mapping of psychological space is the internal mechanism of phonological imitation, lexical imitation, syntactic imitation and semantic imitation in advertising, and that the cross-domain mapping of psychological space is the internal mechanism of the phenomenon of phonetics imitation, lexical imitation, syntactic imitation and semantic imitation. And in single network, mirror network, single-domain network and dual-domain network, the layer-creation structure generated by the concept integration is the fundamental reason for the advertising imitating language to attract readers' attention. In addition, from the perspective of adaptation theory, this paper makes a pragmatic study of different types of advertising imitation phenomena. The adaptation theory, which originated from Verschueren, holds that the process of language use is the process of conscious or unconscious language selection, and that language choice has three attributes: variability, consultation and compliance. This study found that the choice of advertising language also has these three attributes. Among them, variability and negotiation give advertising language more choice space and flexibility, while adaptation makes advertising language choice serve the target audience. The production of advertisement imitation is the need of context adaptation. Whether or not to impress consumers depends largely on the adaptation of advertising language form to various subjective and objective factors, and the language and strategy choice of imitating advertising is exactly for the mental and social world of the target audience. The result of the dynamic adaptation of the context constructed by the physical world. The combination of conceptual integration theory and adaptation theory is a new attempt to interpret the mechanism of imitating construction and understanding of advertising, and it is also an effective verification of the practicability and explanatory power of the two theories themselves. This paper not only extends the research of advertising parody language from the perspective of theory, but also provides an effective way for people to create and understand advertising parody language.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H030
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