概念整合理论对广告语中汉语熟语翻新的认知阐释

摘要

熟语是人们极熟悉且长期习用的固定短语。值得注意的是,有些情况下,这些固化的短语不以固定的结构出现(如缺损出现,或对常规用法的偏离),却仍然能激活人们头脑中相应的熟语。某些汉语的广告语正是利用人们的这一认知特性,故意偏离熟语的固定模式,或者用谐音字来替换原有成分,或者添加其他成分等等,这些统称为熟语的翻新使用。熟语的翻新为熟语在特定语境中增添了新的意义,使广告具有言简意赅,形象生动,通俗易懂,推陈出新等特殊表达效果。本论文运用Fauconnier和Turner等人提出的概念整合理论(Conceptual Integration Theory)和概念整合网络(Conceptual Integration Networks)从认知的层面对广告语中汉语熟语翻新使用的意义构建进行分析,通过分析证明广告语中汉语熟语翻新使用的意义构建可以从认知的角度运用整合理论来阐释,为熟语的翻新使用的研究提供一种新的研究的角度和方法。本文将选取五十条广告熟语为分析样本,从复合的六个方面——输入空间(Input Spaces)、类属空间(the Generic Space)、复合空间(the blend)、跨空间映射(Cross-space Mapping)、选取性投射(Selective Projection)和层创结构(Emergent Structure)进行分析,并依据组织框架(Organizing Frame)的投射这一概念整合网络的特点将其进行分类。通过对样本的分析可以看出,广告熟语翻新的意义构建主要涉及三种网络模型:单边网络(Single-scope Network)、双边网络(Double-scope Network)和多边网络(Multiple-scope network)。

目录

摘要

ABSTRACT

Chapter One Introduction

1.1 The Significance and Purpose of the Study

1.2 Data Collection and Methodology of the Study

1.3 Framework of This Thesis

Chapter Two Idiom Renovation in Chinese Advertisements

2.1 Definition of Idiom Renovation

2.2 The Classification of Idiom Renovation in Chinese Advertisements

2.2.1 Original Citing

2.2.2 Deformation Citing

2.3 Summary

Chapter Three Linguistic Approaches to Meaning

3.1 Referential Approach

3.2 Structuralist Approach

3.3 Cognitive Linguistics

3.4 Summary

Chapter Four Mental Space and Conceptual Integration Theory

4.1 Mental Space Theory

4.2 Conceptual Integration Theory

4.2.1 Conceptual Integration Network

4.2.2 Optimality Principles

4.2.3 Types of Conceptual Integration Networks

4.2.4 Ubiquity of the Theory

4.3 Summary

Chapter Five Conceptual Integration Network of Idiom Renovation in Chinese Advertisements

5.1 The Application of the CIT in Idiom Renovation

5.1.1 Input and Generic Spaces

5.1.2 Mapping and Projection

5.1.3 Blending and Emergent Structure

5.2 Case Study in Networks

5.2.1 Case of Single-Scope Network

5.2.2 Case of Double-scope Network

5.2.3 Case of Multiple-scope Network

5.3 Summary

Chapter Six Conclusions

Acknowledgements

References

Appendix

Ⅰ50 Pieces of Idiom Renovation in Chinese Advertisements

Ⅱ作者在攻读学位期间发表的论文目录