摘要
从认知的角度,运用概念整合理论来剖析广告双关语的产生及其解读过程。一方面旨在丰富国内关于广告双关语的研究,以期有助于人们对广告双关语的鉴赏;另一方面也力求证明概念整合理论对广告双关语具有很强的阐释力。
This paper tries to analyze the constructing and perceiving process of advertisement pun from the cognitive perspective by virtue of conceptual integration theory. With explicit illustration, this paper turns out to be helpful to the enrichment of research on advertisement pun in China and its appreciation; in the meanwhile, it proves that conceptual integration theory has powerful explanatory force upon advertisement pun.
出处
《合肥工业大学学报（社会科学版）》
2008年第2期79-82,共4页
Journal of Hefei University of Technology(Social Sciences)
关键词
广告双关语
认知解读
概念整合理论
advertisement pun
cognitive interpretation
conceptual integration theory
