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在竞争激烈的21世纪,广告商为夺人眼球、独树一帜,广告隐喻便应运而生。广告创作者利用高度浓缩的艺术语言来突显产品的特点,让受众透过表层的广告语去领会深层的隐含意义。本文以心理模型的常规推理理论为视角,探讨广告隐喻的认知动因。广告隐喻的认知解读机制包含以下三个方面:类比联想﹑心理建模和概念稀释。其中,通过分析可以看出,心理建模是核心,概念稀释是基础,类比联想是手段,三者彼此交互作用,实现广告隐喻隐性含意的成功解读。
In the highly competitive 21st century, advertisers are eye-catching, unique, advertising metaphor came into being. Advertisers use highly condensed art language to highlight the characteristics of the product, so that audiences through the surface of the slogan to understand the deep implications. In this paper, the psychological model of conventional reasoning theory perspective, to explore the cognitive motivation of advertising metaphor. Cognitive interpretation of advertising metaphor contains the following three aspects: analogy, psychological modeling and conceptual dilution. Among them, it can be seen from the analysis that psychological modeling is the core, concept dilution is the basis and analogy association is the means, and the three interact with each other to achieve the successful interpretation of the implicit meaning of advertising metaphor.