仿拟话语是交际语境中利用已经确立的概念及其与之相对应的固化的语言实例或者既成的语言单位来理解一个新事件的话语生成方式。仿拟话语不仅流行于日常语言和文学语言中,还广泛应用于广告等诸多领域。本文发现,广告仿拟话语的流行受一定的认知原则的支配,不仅有语言学上的理据,更有深层的社会心理因素和社会文化因素。 Imitation language is a way to understand the discourse of a new event by using established concepts and their corresponding solidified language instances or established language units in communicative context. Parody is not only popular in daily language and literary language, but also widely used in advertising and other fields. This article finds that the prevalence of simulated adverbial discourse is dominated by certain cognitive principles, not only with linguistic justifications but also with deeper social and psychological factors and social and cultural factors.