认知语言学论文

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1、TheAnalysisofPuninChineseAdvertisingBasedonFigure-GroundTheory[Abstract]Theresearchesonthepuninadvertisinghavebeenverypopularintheseyears，whicharemostlyfromtheperspectivesofpragmaticfunctions，aestheticfunctionsandtranslation.Thisthesisintendstostudytheint

2、erpretationmechanismofpuninChineseadvertisingbasedonFigure-GroundTheoryfromtheangleoftheaudience.[Keywords]ChineseAdvertising;Pun;Figure-GroundTheory1.BriefIntroductionofAdvertisingandPunWiththerapiddevelopmentofinternationaltradeandinformationexchange,ad

3、vertisingisbecominganevenmoreindispensablepartofoursociety.Weare,indeed，livingintheseaofadvertisements.AccordingtotheAmericanMarketingAssociation，advertisingis“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproduct

4、s,services，orideasbyidentifiedsponsorsthroughvariousmedia•，’（赵静，6）Therearemanykindsofadvertisementsaccordingtodifferentsortsofdivision.Andaboveall,theroleofadvertisingistoinform，persuade，andremindgroupsofcustomers,ormarkets，abouttheneed-satisfyingvalueoft

5、hecompany’sgoodsandservices.ThisthesisspeciallyaimsattheprintedcommercialChineseadvertisements.Then,wearegoingtotakealookatpun.Asforthedefinitionofpun,therearealsovariousonesgivenbydifferentscholarsfromdifferentperspectives，andwecangetageneralideaaboutthe

6、pun.Apunemploysphoneticorsemanticconditionsofaword,wordsorphraseskillfullytocreatemorethanonemeaninginsameutterance.Itisbasedontheambiguityofawordandusesthesoundormeaningconditionusuallytocreatetwomeaningsandthustoproducesomehumorouseffect.Andaccordingtot

7、hat,wecanclassifythepunintothreemajortypes,namely,phoneticpun，semanticpunandcomplexpun.Punaregreatlyemployedinadvertsforitsnoveltyandexcellenthumorouseffectwhichcaneasilyarouseaudience’sinterestandmoreovertodeepentheaudiences’impressiontowardstheproducts.

8、2.ThegeneralunderstandingofFigure-GroundTheoryTheFigure-GroundTheoryisanimportanttheoryundertheprominenceviewincognitivelinguistics.Incognitivelinguistics，Figureisthemoreprominentpartincognition,whichisthefocusofatt