主要关系的压缩与汉语广告语中双关语的认知解读
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摘要
近几年来,广告语作为一种特殊的语体已经逐渐成为语言学界研究的热点,人们分别从语言特征,符号学,修辞以及语用的角度对它进行了大量的研究,这些方法各有优点,但是它们都没有真正揭示双关语的语义理解的认知机制,没有揭示其释义的来源。本论文主要是利用Fauconnier&Turner提出的概念整合理论的主要压缩关系来分析解释汉语广告中含有双关语的广告语。并且根据人们理解过程中涉及到的主要关系的压缩来对他进行分类。本论文旨在为汉语广告中双关语的理解提供一个新的视角,尝试从一个动态的角度来解读含双关的汉语广告语。
论文主要是采用了概念整合理论中主要关系的压缩理论,对10则汉语广告语进行分析,并通过其主要关系的压缩类型对那些广告语进行分类解释。首先,笔者对前人的研究做了相关回顾,发现其缺点和不足之处,进而提出了一个新的研究角度,并对相关理论进行了阐述,主要涉及到概念整合理论的基本框架,以及一些压缩中的主要关系如:类比(analogy),部分一整体(part-whole),原因—结果(cause-effect),变化(change),时间(time),空间(space),角色(role),身份(identity),相异性(disanalogy),表征(representation),性质(property),相似性(similarity),类别(category),意图(intentionality)以及唯一性(uniqueness).这些主要的压缩关系有些是外部空间关系,有些是内部空间关系。因而压缩方式有两种:一种是将外部空间关系压缩为内部空间关系,另一种则是内部空间关系的压缩。通过主要关系的压缩我们才能够得到一个新显结构即:人们对广告语的最终理解。总之,整个压缩过程是一个动态的解读过程。
最后,文章对广告语进行了合理的解释,揭示了含双关的广告语意义,并根据主要关系的压缩对其进行了分类,从而证明了CTT理论强大的解释力,并对汉语广告语的解读提供了一个动态的理解方式,同时也希望为广告语的创作者提供一些启迪。
In recent years, advertising language, as a special language style, has gradually become a hot topic in the research area. But most of the researchers did some research from the following aspects: the linguistic features, semiotics, rhetoric and the pragmatic perspectives. Studies of these approaches had their own advantages, but they didn't much reveal the cognitive understanding mechanisms. This thesis mainly adopts the compression of vital relations in the Conceptual Integration Theory (CIT) which is proposed by Fauconnier and Turner to expound the pun in Chinese advertisements. What's more, the author makes a classification of the advertisements according to the different ways of compression of the vital relations, which take place during people's understanding process. The paper aims to provide a new perspective for the interpretation of the pun in advertisements and then reveal dynamic understanding process for the understanding of the pun in Chinese advertisements.
The thesis mainly applies the vital relations in the CIT theory and makes a classification and interpretation of those 10 pieces of advertisements according to the different compressed vital relations. Firstly the author makes a review of the previous studies and finds out the shortcomings and limitations. Then it provides a new research angle and makes an introduction of the relevant theories. They are: the basic framework of the CIT theory and some vital relations as: cause-effect, analogy, disanalogy, change, identity, time, space, part-whole, representation, role, property, similarity, category, intentionality and the uniqueness. Some of them are outer-space relations and some others are inner-space relations. So there are basically two compressing ways. One is to compress the outer-space relation into the inner-space relation and the other one is to compress the inner-space relations. Through the compression we can get the emergent structure which is people's ultimate understanding of the utterance. All in all the compressing process is a dynamic one to interpret.
Finally, this thesis makes a reasonable explanation of those advertisements and reveals the meaning of pun in advertisement as well as conducts a classification according to the compressing vital relations. Therefore, the research proves the powerful explanation of the theory and provides a dynamic way for the interpretation and hopefully it would provide the advertising designer some inspirations.
论文主要是采用了概念整合理论中主要关系的压缩理论,对10则汉语广告语进行分析,并通过其主要关系的压缩类型对那些广告语进行分类解释。首先,笔者对前人的研究做了相关回顾,发现其缺点和不足之处,进而提出了一个新的研究角度,并对相关理论进行了阐述,主要涉及到概念整合理论的基本框架,以及一些压缩中的主要关系如:类比(analogy),部分一整体(part-whole),原因—结果(cause-effect),变化(change),时间(time),空间(space),角色(role),身份(identity),相异性(disanalogy),表征(representation),性质(property),相似性(similarity),类别(category),意图(intentionality)以及唯一性(uniqueness).这些主要的压缩关系有些是外部空间关系,有些是内部空间关系。因而压缩方式有两种:一种是将外部空间关系压缩为内部空间关系,另一种则是内部空间关系的压缩。通过主要关系的压缩我们才能够得到一个新显结构即:人们对广告语的最终理解。总之,整个压缩过程是一个动态的解读过程。
最后,文章对广告语进行了合理的解释,揭示了含双关的广告语意义,并根据主要关系的压缩对其进行了分类,从而证明了CTT理论强大的解释力,并对汉语广告语的解读提供了一个动态的理解方式,同时也希望为广告语的创作者提供一些启迪。
In recent years, advertising language, as a special language style, has gradually become a hot topic in the research area. But most of the researchers did some research from the following aspects: the linguistic features, semiotics, rhetoric and the pragmatic perspectives. Studies of these approaches had their own advantages, but they didn't much reveal the cognitive understanding mechanisms. This thesis mainly adopts the compression of vital relations in the Conceptual Integration Theory (CIT) which is proposed by Fauconnier and Turner to expound the pun in Chinese advertisements. What's more, the author makes a classification of the advertisements according to the different ways of compression of the vital relations, which take place during people's understanding process. The paper aims to provide a new perspective for the interpretation of the pun in advertisements and then reveal dynamic understanding process for the understanding of the pun in Chinese advertisements.
The thesis mainly applies the vital relations in the CIT theory and makes a classification and interpretation of those 10 pieces of advertisements according to the different compressed vital relations. Firstly the author makes a review of the previous studies and finds out the shortcomings and limitations. Then it provides a new research angle and makes an introduction of the relevant theories. They are: the basic framework of the CIT theory and some vital relations as: cause-effect, analogy, disanalogy, change, identity, time, space, part-whole, representation, role, property, similarity, category, intentionality and the uniqueness. Some of them are outer-space relations and some others are inner-space relations. So there are basically two compressing ways. One is to compress the outer-space relation into the inner-space relation and the other one is to compress the inner-space relations. Through the compression we can get the emergent structure which is people's ultimate understanding of the utterance. All in all the compressing process is a dynamic one to interpret.
Finally, this thesis makes a reasonable explanation of those advertisements and reveals the meaning of pun in advertisement as well as conducts a classification according to the compressing vital relations. Therefore, the research proves the powerful explanation of the theory and provides a dynamic way for the interpretation and hopefully it would provide the advertising designer some inspirations.
引文
Attardo, S. (1994). Linguistics Theories of Humor Berlin:Mouton de Gruyter. 133-136
Barthes, R. (1977). Image—Music—Text. London: Fontana
Chiaro, D. (1992). TheLanguage of jokes: Analysing Verbal Play.London:Routledge 34
Coulson,S. (1996). Menendez Brothers Virus: Blended spaces and Internet humor. In Conceptual Structure, Discourse and Language (ed). Adele Goldberg. Stanford : CSLI Publications.
Coulson,S. (2000). Semantic Leaps: Frame-Shifting and Conceptual Blending in Meaning Construction. New York: Cambridge University Press
Coulson, S., & Oakley, T. (2001). Metonymy and Conceptual Blending, HTML version
Coulson,S. (2002). What's so funny? Conceptual integration in humorous examples.[http://cogsci.ucsd.edu/～coulson/funstuff/funny.html]
Coulson, S. (2005). Sarcasm and the Space Structuring Model. The literal and the Nonliteral in Language and Thought. Seana Coulson & Barbara Lewandowska-Tomasczyk (Eds.).Berlin:Lang
Fauconnier, G. (1994). Mental Spaces. New York and Cambridge, Cambridge University Press.
Fauconnier, G. (1997). Mappings in Thought and Language .. Cambridge: Cambridge University Press.
Fauconnier, G. (1998). Mental spaces, language modalities, and conceptual integration. In The New Psychology of Language. ed. Michael Tomasello. London: Lawrence Erlbaum Associates Publishers.
Fauconnier, G., & Turner, M. (1996). "Blending as a Central Process of Grammar." Conceptual Structure, Discourse and Language I.Ed. Goldberg,A. Stanford: Center for the Study of Language and Information.113-130.
Fauconnier, G., & Turner, M. (1998). Conceptual integration networks. Cognitive Science,
Fauconnier, G., & Sweetser, E. (eds.) (1996). Space, Worlds, and Grammar. New York: Cambridge University Press.
Fauconnier, G., & Turner, M. (2002). The Way We Think : Conceptual Blending and the Mind's Hidden Complexities. New York: A Member of the Perseus Books Group, Basic Books.
Fauconnier, G. (2005). Compression and emergent structure. Language and Linguistics in S. Huang,(ed)
Grady, J., Oakley, T., & Coulson, S. (1998). Blending and metaphor. In Gibbs, R. and G. Steen(eds.),Metaphor in Cognitive Linguistics. Amsterdam: Benjamins, 102-124
Judith,W.(1978) Decoding Advertisements.London:Marion Boyars
Lakoff,G.,& Johnson,M.(1980).Metaphors We live By,Chicago,IL,Chicago University Press
Leech,G.N.(1966).English in Advertising:A Linguistic Study of Advertising in Great Britain.London:Longman
Lundmark,C.(n.d).Puns and Blending:The case of print advertisements.Department of Languages and Literature Lulea University of Technology,Sweden
Marín-Arrese,J.,& Whitehead,N.(1985).Humour:An Introduction to Pragmalinguistic Incongruology.Unpublished M.A.Project.Department of Linguistics & Modern English Language.Lancaster:University of Lancaster.
Marín-Arrese,J.(1998).What's so funny? Cognitive and pragmatic aspects of humour.In Vázquez Orta & Guillen Galve(eds.) Perspectivas Pragmáticas en Ling(u|¨)istica Aplicada.Zaragoza:ANUBAR Ediciones.
Marín-Arrese,J.(2003).Humour in Language Revisited:The view from Cognitive Linguistics.In Caramés,Escobedo,García & Menéndez(eds.) El Humor en Todas las Epocas y Culturas.CD.Oviedo:Universidad de Oviedo.
Redfern,W.(1984).Puns.Oxford:Basil Blackwell Ltd.
Ritchie,D.(2004).Lost in “conceptual space”:metaphors of conceptual integration,Metaphor and Symbol,19(1):31-50
Ross,A.(1998).The Language of Humor.London:Routledge,8
Tanaka,K.(1992).The pun in advertising:A pragmatic approach.Lingua,(87),91-102.
Turner,M & Fauconnier,G.(1995).Conceptual Integration and Formal Expression.Metaphor and Symbolic Activity,10
Veale,T.(1997).Pragmatic forces in conceptual integration:how blend recruitment is used to make metaphors more compelling.Retrieved from Dublin City University.Web site:http://afflatus.ucd.ie/papers/pragma 1998.pdf.
成华军,孔祥宇,(2001),《成功广告案例评析》,北京:中国商业出版社,3-5,217-219.
董桂荣,冯奇,(2006),概念整合理论对幽默理解的解释力,《上海电机学院学报》,第1期,57-59.
甘容辉,易华,(2005),广告双关语的语用分析,《湖南经济管理干部学院学报》,第5期,123.
郭坤,(2005)概念整合理论对英语委婉语的阐释力,中国优秀硕士学位论文全文数据库,曲阜师范大学硕士论文
黄华,(2001),试比较概念隐喻理论和概念整合理论,《外语与外语教学》,第6期.
黄雷,(2000),中英文广告“双关”修辞法例析,《西江大学学报》,第1期.
蒋勇,(2004),语用三角模型对空间复合理论和关联理论的整合 收在束定芳(主编)《语言的 认知研究-认知语言学论文精选>>,上海外语教育出版社,584-601.
刘立斌,(2004),<<中国广告猛进史>>,北京:华夏出版社,262,p282-283.
李莉萌,(2005),,双关语理解的语用分析,<<修辞学习>>,第3期,51-52.
刘正光,(2004),Fauconnier的概念整合理论:阐释与与质疑,收在束定芳(主编)<<语言的认知研究-认知语言学论文精选>>,上海外语教育出版社,574-576.
欧忆,(2000),广告英语中的“一语双关”及功能,<<衡阳医学院学报>>,第4期,62-64.
苏晓军,张爱玲,(2001),概念整合理论的认知力,<<外国语>>,第3期,31-36.
宋玉书,王纯菲,(2004),广告文化学,长沙:<<中南大学出版社>>,200-201.
邱志华,彭建辉,(2001),对英汉双关语的认知研究,<<暨南大学华文学院学报>>,第3期,75-78.
薛冰,李悦娥,(2000),广告双关语的语用观和美学观,<<外语与外语教学>>,第6期,35-36.
严敏芬,(2002),,双关语句的语用探析,<<西安外国语学院学报>>,第2期,26-30.
王红孝,(2004),空间映射论和概念整合的认知过程,<<外语学刊>>,第6期,66-70.
汪少华,(2001),,合成理论对隐喻的解释力,<<外国语>>,第3期,3840.
姚俊,(2004),广告双关语的认知研究,<<四川外语学院学报>>,第5期,104-105.
余渭深,董平荣,(2003),心理空间与唐诗的意象,<<外语与外语教学>>,第3期,4-6.
余渭深,(2001),复合空间模式在语言理解研究中的应用,<<外国语言文学研究>>,第2期,24-31.
赵宇,(2007),广告双关语的概念合成分析,<<湖南科技学院学报>>,第2期,130-131.
朱永生,蒋勇,(2003),空间映射与常规含义的推导,<<外语教学与研究>>,第1期,26-28.
Barthes, R. (1977). Image—Music—Text. London: Fontana
Chiaro, D. (1992). TheLanguage of jokes: Analysing Verbal Play.London:Routledge 34
Coulson,S. (1996). Menendez Brothers Virus: Blended spaces and Internet humor. In Conceptual Structure, Discourse and Language (ed). Adele Goldberg. Stanford : CSLI Publications.
Coulson,S. (2000). Semantic Leaps: Frame-Shifting and Conceptual Blending in Meaning Construction. New York: Cambridge University Press
Coulson, S., & Oakley, T. (2001). Metonymy and Conceptual Blending, HTML version
Coulson,S. (2002). What's so funny? Conceptual integration in humorous examples.[http://cogsci.ucsd.edu/～coulson/funstuff/funny.html]
Coulson, S. (2005). Sarcasm and the Space Structuring Model. The literal and the Nonliteral in Language and Thought. Seana Coulson & Barbara Lewandowska-Tomasczyk (Eds.).Berlin:Lang
Fauconnier, G. (1994). Mental Spaces. New York and Cambridge, Cambridge University Press.
Fauconnier, G. (1997). Mappings in Thought and Language .. Cambridge: Cambridge University Press.
Fauconnier, G. (1998). Mental spaces, language modalities, and conceptual integration. In The New Psychology of Language. ed. Michael Tomasello. London: Lawrence Erlbaum Associates Publishers.
Fauconnier, G., & Turner, M. (1996). "Blending as a Central Process of Grammar." Conceptual Structure, Discourse and Language I.Ed. Goldberg,A. Stanford: Center for the Study of Language and Information.113-130.
Fauconnier, G., & Turner, M. (1998). Conceptual integration networks. Cognitive Science,
Fauconnier, G., & Sweetser, E. (eds.) (1996). Space, Worlds, and Grammar. New York: Cambridge University Press.
Fauconnier, G., & Turner, M. (2002). The Way We Think : Conceptual Blending and the Mind's Hidden Complexities. New York: A Member of the Perseus Books Group, Basic Books.
Fauconnier, G. (2005). Compression and emergent structure. Language and Linguistics in S. Huang,(ed)
Grady, J., Oakley, T., & Coulson, S. (1998). Blending and metaphor. In Gibbs, R. and G. Steen(eds.),Metaphor in Cognitive Linguistics. Amsterdam: Benjamins, 102-124
Judith,W.(1978) Decoding Advertisements.London:Marion Boyars
Lakoff,G.,& Johnson,M.(1980).Metaphors We live By,Chicago,IL,Chicago University Press
Leech,G.N.(1966).English in Advertising:A Linguistic Study of Advertising in Great Britain.London:Longman
Lundmark,C.(n.d).Puns and Blending:The case of print advertisements.Department of Languages and Literature Lulea University of Technology,Sweden
Marín-Arrese,J.,& Whitehead,N.(1985).Humour:An Introduction to Pragmalinguistic Incongruology.Unpublished M.A.Project.Department of Linguistics & Modern English Language.Lancaster:University of Lancaster.
Marín-Arrese,J.(1998).What's so funny? Cognitive and pragmatic aspects of humour.In Vázquez Orta & Guillen Galve(eds.) Perspectivas Pragmáticas en Ling(u|¨)istica Aplicada.Zaragoza:ANUBAR Ediciones.
Marín-Arrese,J.(2003).Humour in Language Revisited:The view from Cognitive Linguistics.In Caramés,Escobedo,García & Menéndez(eds.) El Humor en Todas las Epocas y Culturas.CD.Oviedo:Universidad de Oviedo.
Redfern,W.(1984).Puns.Oxford:Basil Blackwell Ltd.
Ritchie,D.(2004).Lost in “conceptual space”:metaphors of conceptual integration,Metaphor and Symbol,19(1):31-50
Ross,A.(1998).The Language of Humor.London:Routledge,8
Tanaka,K.(1992).The pun in advertising:A pragmatic approach.Lingua,(87),91-102.
Turner,M & Fauconnier,G.(1995).Conceptual Integration and Formal Expression.Metaphor and Symbolic Activity,10
Veale,T.(1997).Pragmatic forces in conceptual integration:how blend recruitment is used to make metaphors more compelling.Retrieved from Dublin City University.Web site:http://afflatus.ucd.ie/papers/pragma 1998.pdf.
成华军,孔祥宇,(2001),《成功广告案例评析》,北京:中国商业出版社,3-5,217-219.
董桂荣,冯奇,(2006),概念整合理论对幽默理解的解释力,《上海电机学院学报》,第1期,57-59.
甘容辉,易华,(2005),广告双关语的语用分析,《湖南经济管理干部学院学报》,第5期,123.
郭坤,(2005)概念整合理论对英语委婉语的阐释力,中国优秀硕士学位论文全文数据库,曲阜师范大学硕士论文
黄华,(2001),试比较概念隐喻理论和概念整合理论,《外语与外语教学》,第6期.
黄雷,(2000),中英文广告“双关”修辞法例析,《西江大学学报》,第1期.
蒋勇,(2004),语用三角模型对空间复合理论和关联理论的整合 收在束定芳(主编)《语言的 认知研究-认知语言学论文精选>>,上海外语教育出版社,584-601.
刘立斌,(2004),<<中国广告猛进史>>,北京:华夏出版社,262,p282-283.
李莉萌,(2005),,双关语理解的语用分析,<<修辞学习>>,第3期,51-52.
刘正光,(2004),Fauconnier的概念整合理论:阐释与与质疑,收在束定芳(主编)<<语言的认知研究-认知语言学论文精选>>,上海外语教育出版社,574-576.
欧忆,(2000),广告英语中的“一语双关”及功能,<<衡阳医学院学报>>,第4期,62-64.
苏晓军,张爱玲,(2001),概念整合理论的认知力,<<外国语>>,第3期,31-36.
宋玉书,王纯菲,(2004),广告文化学,长沙:<<中南大学出版社>>,200-201.
邱志华,彭建辉,(2001),对英汉双关语的认知研究,<<暨南大学华文学院学报>>,第3期,75-78.
薛冰,李悦娥,(2000),广告双关语的语用观和美学观,<<外语与外语教学>>,第6期,35-36.
严敏芬,(2002),,双关语句的语用探析,<<西安外国语学院学报>>,第2期,26-30.
王红孝,(2004),空间映射论和概念整合的认知过程,<<外语学刊>>,第6期,66-70.
汪少华,(2001),,合成理论对隐喻的解释力,<<外国语>>,第3期,3840.
姚俊,(2004),广告双关语的认知研究,<<四川外语学院学报>>,第5期,104-105.
余渭深,董平荣,(2003),心理空间与唐诗的意象,<<外语与外语教学>>,第3期,4-6.
余渭深,(2001),复合空间模式在语言理解研究中的应用,<<外国语言文学研究>>,第2期,24-31.
赵宇,(2007),广告双关语的概念合成分析,<<湖南科技学院学报>>,第2期,130-131.
朱永生,蒋勇,(2003),空间映射与常规含义的推导,<<外语教学与研究>>,第1期,26-28.