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概念隐喻理论认为,隐喻是从一个具体的概念域向一个抽象的概念域的系统映射,是思维方式和认知手段。依据体验哲学,人类的概念化系统在很大程度上是隐喻的,隐喻作为一种重要的帮助人们认识世界并反映人类思维规律的认知工具,是由体验诱发的,具有认知体验性。本文将在阐述隐喻的认知、体验性的基础上,探讨分析2010年央视春晚小品《捐助》中的广告是如何向观众宣传、诠释有关产品和服务的。
Conceptual metaphor theory holds that metaphor is a systematic mapping from a specific conceptual domain to an abstract conceptual domain and is a way of thinking and cognitive means. According to experiential philosophy, human conceptualization system is largely metaphorical. Metaphor as an important cognitive tool to help people to understand the world and reflect the rules of human thinking is induced by experience and has cognitive experience. This article will elaborate metaphor cognition, experiential, based on the analysis of 2010 CCTV Spring Festival Evening Pie “donations” advertising is how to promote the audience, interpretation of the products and services.