从概念整合视角研究商业广告的意义构建
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摘要
广告是一个交际过程,也是一个信息传达和劝诱的过程。商业广告的成功与否取决于它能否有效激起消费者的心理联想,通过间接劝服激发其购买欲望。广告成功的关键策略在于广告制作者如何利用语言技巧唤起消费者的好奇心并刺激其心理需求。目前,对商业广告的研究主要从符号、修辞、语用和功能等视角进行,而对其意义构建的认知研究尚未引起足够重视,也缺乏系统的理论分析。概念整合理论则可以用来深入探究商业广告的意义构建和认知机制。
Fauconnier(1985,1997)认为人们在意义构建的过程中建立了心理空间,并在心理空间理论的基础上提出概念整合理论及概念整合网络模型。在整合网络模型中有四个典型的心理空间,即,输入空间1,输入空间2,类属空间,合成空间。心理空间通过跨空间映射相互联系和作用,其结构被选择性地投射到合成空间。在合成空间内通过组合、类型完善及扩展最终形成生成结构。该理论的核心在于能够根据话语在线意义构建的一角阐释整座认知冰山。
本文以意义具有双层性的商业广告为研究对象。基于四大整合网络模型,本文尝试把商业广告分为四类,以解释商业广告在线意义构建过程中隐形的、无意识的和动态的认知过程。并且,通过分析揭示商业广告的意义构建过程可以从认知角度运用概念整合理论来阐释,从而为商业广告研究提供了新的研究视角。本研究中对商业广告的认知分类区别于传统上从形式、内容等方面进行的分类,为商业广告研究提供了新的研究方法。
Advertising is a communicating process, or an informative and persuasive process. The success of commercial advertisements lies in the effective evocation of internal imagination to consumers' minds, thus stirring consumers' purchase desire by indirect persuasion. How a producer makes full use of language skill to arouse consumers' curiosity and stimulate their psychological desire becomes a key strategy for the success of advertising. Presently, the study of commercial advertisement is mainly carried out from the semiotic, rhetorical, pragmatic and functional perspectives, while the cognitive study on its meaning construction has not been paid much attention to and it lacks a systematic analysis. Conceptual blending theory can be applied to the investigation of meaning construction and cognitive mechanism of commercial advertisements.
Fauconnier (1985,1997) proposes that people establish mental space in the process of meaning construction. Based on mental space theory, conceptual blending theory and conceptual integration network are put forward. In the integration network model, there are four typical mental spaces, namely, input I , input II, generic space and blended space respectively. The mental spaces interrelate and mirror with each other through cross-space mapping and selective projection and finally, the emergent structure is produced in the blended space by composition, pattern completion and elaboration. The conceptual blending theory can illustrate the whole cognitive iceberg from the tip of the on-line meaning construction.
The non-literal commercial advertisements are taken as the subject in this study. The author of this thesis will tentatively classify commercial advertisements into four types based on the four integration network models. Therefore, the invisible, unconscious and dynamic cognitive operation in the on-line meaning construction of commercial advertisements will be made explicit. Furthermore, it can be verified that the meaning construction of commercial advertisements can be expounded by the conceptual blending theory, which provides a new study perspective. The cognitive classification of commercial advertisements in this study differs from those traditional approaches in terms of form and content, which may contribute to the study of commercial advertisements.
Fauconnier(1985,1997)认为人们在意义构建的过程中建立了心理空间,并在心理空间理论的基础上提出概念整合理论及概念整合网络模型。在整合网络模型中有四个典型的心理空间,即,输入空间1,输入空间2,类属空间,合成空间。心理空间通过跨空间映射相互联系和作用,其结构被选择性地投射到合成空间。在合成空间内通过组合、类型完善及扩展最终形成生成结构。该理论的核心在于能够根据话语在线意义构建的一角阐释整座认知冰山。
本文以意义具有双层性的商业广告为研究对象。基于四大整合网络模型,本文尝试把商业广告分为四类,以解释商业广告在线意义构建过程中隐形的、无意识的和动态的认知过程。并且,通过分析揭示商业广告的意义构建过程可以从认知角度运用概念整合理论来阐释,从而为商业广告研究提供了新的研究视角。本研究中对商业广告的认知分类区别于传统上从形式、内容等方面进行的分类,为商业广告研究提供了新的研究方法。
Advertising is a communicating process, or an informative and persuasive process. The success of commercial advertisements lies in the effective evocation of internal imagination to consumers' minds, thus stirring consumers' purchase desire by indirect persuasion. How a producer makes full use of language skill to arouse consumers' curiosity and stimulate their psychological desire becomes a key strategy for the success of advertising. Presently, the study of commercial advertisement is mainly carried out from the semiotic, rhetorical, pragmatic and functional perspectives, while the cognitive study on its meaning construction has not been paid much attention to and it lacks a systematic analysis. Conceptual blending theory can be applied to the investigation of meaning construction and cognitive mechanism of commercial advertisements.
Fauconnier (1985,1997) proposes that people establish mental space in the process of meaning construction. Based on mental space theory, conceptual blending theory and conceptual integration network are put forward. In the integration network model, there are four typical mental spaces, namely, input I , input II, generic space and blended space respectively. The mental spaces interrelate and mirror with each other through cross-space mapping and selective projection and finally, the emergent structure is produced in the blended space by composition, pattern completion and elaboration. The conceptual blending theory can illustrate the whole cognitive iceberg from the tip of the on-line meaning construction.
The non-literal commercial advertisements are taken as the subject in this study. The author of this thesis will tentatively classify commercial advertisements into four types based on the four integration network models. Therefore, the invisible, unconscious and dynamic cognitive operation in the on-line meaning construction of commercial advertisements will be made explicit. Furthermore, it can be verified that the meaning construction of commercial advertisements can be expounded by the conceptual blending theory, which provides a new study perspective. The cognitive classification of commercial advertisements in this study differs from those traditional approaches in terms of form and content, which may contribute to the study of commercial advertisements.
引文
Austin, J. L 1962. How to Do Things with Words. Oxford: Clarendon Press.
Coulson, S. 2001. Semantic Leaps: Frame-shifting and Conceptual Blending in Meaning Construction. Cambridge: Cambridge University Press.
Coulson, S. and T. Oakley. 2000. Blending Basics. Cognitive Linguistics 11:175-196.
—. 2005. Blending and coded meaning: literal and figurative meaning in cognitive semantics. Journal of Pragmatics 37: 1510-1536.
Croft, W. and D. A. Cruse. 2004. Cognitive Linguistics. Cambridge: Cambridge University Press.
Crompton, A. 1987. The Craft of Copywriting. London: Hutchinson.
Dyer, G 1982. Advertising as Communication. London: Methuen.
Fauconnier, G. 1985. Mental Spaces: Aspects of Meaning Construction in Natural Language. Cambridge: Cambridge University Press.
—. 1997. Mappings in Thought and Language. Cambridge: Cambridge University Press.
—. 2005. Compression and Emergent Structure. In S. Huang (ed.). Language and Linguistics. 6.4:523-538..
Fauconnier, G and M. Turner. 1994. Conceptual Projection and Middle Spaces. San Diego: University of California, Department of Cognitive Science Technical Report 9401.
—. 1996. Blending as a central process of grammar. In A.E. Goldberg (ed.). Conceptual Structure, Discourse, and Language. Stanford, CA: CSLI Publications. 113-131.
—. 1998a. Conceptual integration networks. Cognitive Sciences 22: 133-187.
—. 1998b. Principles of Conceptual Integration. In J. P. Koenig (ed.). Discourse and Cognition. Stanford: Center for the Study of Language and Information (CSLI).269-283.
—. 1999. Metonymy and Conceptual Integration. In K. Panther and G. Radden (eds.).Metonymy in Language and Thought. Philadelphia: John Benjamins Publishing Company. 77-90.
—. 2000. Compression and global insight. Cognitive Linguistics 11: 283-304.
---.2002.The Way We Think:Conceptual Blending and the Mind's Hidden Complexities.New York:Basic Books.
Fodor,J.A.1975.The Language of Thought.Cambridge:Harvard University Press.
---.1983.The Modularity of Mind.Cambridge:The MIT Press.
Gels,M.1982.The Language of Television Advertising.New York:Academic Press.
Gibbs,R.W.2000.Making good psychology out of blending theory.Cognitive Linguistics 11:347-358.
Grady,J.2000.Cognitive-mechanism and conceptual integration.Cognitive Linguistics 11:335-345.
Grice,H.P.1957.Meaning.Philosophical Review 66:377-388.
Harley,T.A.2001.The Psychology of Language.(2~(nd)edition).London:Psychology Press Ltd.
Halliday,M.A.K.1994.Functional Grammar.(2~(nd)edition).London:Edward Arnold.
Hutchins,E.2005.Material anchors for conceptual blends.Journal of Pragmatics 37:1555-1577.
Johnson,M.1987.The Body in the Mind:The Bodily Basis of Meaning,Imagination and Reason.Chicago:The University of Chicago Press.
Lakoff,G.1987.Women,Fire and Dangerous Things:What Categories Reveal About the Mind.Chicago:The University of Chicago Press.
Lakoff,G.and M.Johnson.1980.Metaphors We Live By.Chicago:The University of Chicago Press.
Langacker,R.W.2001.Discourse in cognitive grammar.Cognitive Linguistics 12-2:143-188.
Leech,G.1996.English in Advertising:A Linguistic Study of Advertising in Great Britain.London:Longman.
Levinson,S.C.1983.Pragmatics.Cambridge:Cambridge University Press.
Lyons,J.1981.Language,Meaning and Context.London:Fontana.
Myers,G.1994.Words in Advertisements.London:Edward Arnold.
Oakley,T.1998.Conceptual blending,narrative discourse and rhetoric.Cognitive Linguistics 9:321-360.
Ritchie,L.D.2004.Lost in space:metaphors in conceptual integration theory.Metaphor and Symbol 19:31-50.
Searle,J.R.1979.Expression and Meaning:Studies in the Theory of Speech Acts.Cambridge:Cambridge University Press.
Sillito,A.M.1979.Inhibitory mechanisms influencing complex cell orientation and their modification at high resting discharge.Journal of Physiology 289:33-53.
Smith,C.S.2003.Modes of Discourse.Cambridge:Cambridge University Press.
Sperber,D.and D.Wilson.1986.Relevance:Communication and Cognition.London:Blackwell.
Sweetser,E.2000.Blended space and performativity.Cognitive Linguistics 11:305-333.
Talmy,L.2000.Toward a cognitive semantics.Vol.1:Concept Structuring Systems;Vol.2:Typology and Process in Concept Structuring.Cambridge:MIT Press.
Tanaka,K.1994.Advertising language:A Pragmatic Approach to Advertisements in Britain and Japan.New York:Routledge.
Turner,M.1991.Reading Minds.Princeton:Princeton University Press.
---.1996.The Literary Mind:the Origin of Thought and Language.Oxford:Oxford University Press.
Veale,T.and D.O'Donoghue.2000.Computation and blending.Cognitive Linguistics 11:253-281.
Wells,W.,J.Burnett,and S.Moriarty.1998.Advertising:Principles and Practice.Upper Saddle River,N.J.:Prentice Hall.
Williamson,J.1983.Decoding Advertisements:Ideology and Meaning in Advertising.London:Merion Boyars.
Zhao,X.N.2006.Pragmatic analysis on English commercial advertising—salience.M.A.thesis.,Dalian Maritime University,Dalian,China.
白光,2004a,《中外理性广告语经典与点评》。北京:中国经济出版社。
白光,2004b,《中外悟性广告语经典与点评》。北京:中国经济出版社。
陈静美,2006,广告英语的修辞特色。《商场现代化》第17期,46-47页。
贺年,2003,《世界经典广告创意金榜》。呼和浩特:内蒙古人民出版社。
黄国文,1988,《语篇分析概要》。长沙:湖南教育出版社。
黄国文,1997a,广告语篇中的叙事性正文。《外语研究》第3期,11-15页。
黄国文,1997b,广告语篇中的证言式话语。《中山大学学报》第4期,119-125页。
黄国文,2001,《语篇分析的理论和实践—广告语篇研究》。上海:上海外语教育出版社。
马建青,1997,《现代广告心理学》。杭州:浙江大学出版社。
盛宁明、杨青,2004,浅论广告英语的词法及修辞特色。《上海科技翻译》第3期,57-58页。
石裕晶、陈寅滔,2000,《汉英英汉广告写作词典》。上海:复旦大学出版社。
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页。
王燕希,2004,《广告英语一本通》。北京:对外经济贸易大学出版社。
吴克明、胡志伟,1995,《英语广告词精品》。北京:北京大学出版社。
徐鹏,2000,《英语辞格》。北京:商务印书馆。
余祥越,2006,修辞与广告英语。《商场现代化》第36期,108-109页。
张秀国,2005,《英语修辞学》。北京:清华大学出版社。
张辉,2003,《熟语及其理解的认知语义学研究》。北京:军事谊文出版社。
周晓、周怡,1998,《现代英语广告》。上海:上海外语教育出版社。
左岩,1996,广告语域的语旨三要素及其在广告语篇中的实现。《外国语》第2期,46-50页。
Coulson, S. 2001. Semantic Leaps: Frame-shifting and Conceptual Blending in Meaning Construction. Cambridge: Cambridge University Press.
Coulson, S. and T. Oakley. 2000. Blending Basics. Cognitive Linguistics 11:175-196.
—. 2005. Blending and coded meaning: literal and figurative meaning in cognitive semantics. Journal of Pragmatics 37: 1510-1536.
Croft, W. and D. A. Cruse. 2004. Cognitive Linguistics. Cambridge: Cambridge University Press.
Crompton, A. 1987. The Craft of Copywriting. London: Hutchinson.
Dyer, G 1982. Advertising as Communication. London: Methuen.
Fauconnier, G. 1985. Mental Spaces: Aspects of Meaning Construction in Natural Language. Cambridge: Cambridge University Press.
—. 1997. Mappings in Thought and Language. Cambridge: Cambridge University Press.
—. 2005. Compression and Emergent Structure. In S. Huang (ed.). Language and Linguistics. 6.4:523-538.
Fauconnier, G and M. Turner. 1994. Conceptual Projection and Middle Spaces. San Diego: University of California, Department of Cognitive Science Technical Report 9401.
—. 1996. Blending as a central process of grammar. In A.E. Goldberg (ed.). Conceptual Structure, Discourse, and Language. Stanford, CA: CSLI Publications. 113-131.
—. 1998a. Conceptual integration networks. Cognitive Sciences 22: 133-187.
—. 1998b. Principles of Conceptual Integration. In J. P. Koenig (ed.). Discourse and Cognition. Stanford: Center for the Study of Language and Information (CSLI).269-283.
—. 1999. Metonymy and Conceptual Integration. In K. Panther and G. Radden (eds.).Metonymy in Language and Thought. Philadelphia: John Benjamins Publishing Company. 77-90.
—. 2000. Compression and global insight. Cognitive Linguistics 11: 283-304.
---.2002.The Way We Think:Conceptual Blending and the Mind's Hidden Complexities.New York:Basic Books.
Fodor,J.A.1975.The Language of Thought.Cambridge:Harvard University Press.
---.1983.The Modularity of Mind.Cambridge:The MIT Press.
Gels,M.1982.The Language of Television Advertising.New York:Academic Press.
Gibbs,R.W.2000.Making good psychology out of blending theory.Cognitive Linguistics 11:347-358.
Grady,J.2000.Cognitive-mechanism and conceptual integration.Cognitive Linguistics 11:335-345.
Grice,H.P.1957.Meaning.Philosophical Review 66:377-388.
Harley,T.A.2001.The Psychology of Language.(2~(nd)edition).London:Psychology Press Ltd.
Halliday,M.A.K.1994.Functional Grammar.(2~(nd)edition).London:Edward Arnold.
Hutchins,E.2005.Material anchors for conceptual blends.Journal of Pragmatics 37:1555-1577.
Johnson,M.1987.The Body in the Mind:The Bodily Basis of Meaning,Imagination and Reason.Chicago:The University of Chicago Press.
Lakoff,G.1987.Women,Fire and Dangerous Things:What Categories Reveal About the Mind.Chicago:The University of Chicago Press.
Lakoff,G.and M.Johnson.1980.Metaphors We Live By.Chicago:The University of Chicago Press.
Langacker,R.W.2001.Discourse in cognitive grammar.Cognitive Linguistics 12-2:143-188.
Leech,G.1996.English in Advertising:A Linguistic Study of Advertising in Great Britain.London:Longman.
Levinson,S.C.1983.Pragmatics.Cambridge:Cambridge University Press.
Lyons,J.1981.Language,Meaning and Context.London:Fontana.
Myers,G.1994.Words in Advertisements.London:Edward Arnold.
Oakley,T.1998.Conceptual blending,narrative discourse and rhetoric.Cognitive Linguistics 9:321-360.
Ritchie,L.D.2004.Lost in space:metaphors in conceptual integration theory.Metaphor and Symbol 19:31-50.
Searle,J.R.1979.Expression and Meaning:Studies in the Theory of Speech Acts.Cambridge:Cambridge University Press.
Sillito,A.M.1979.Inhibitory mechanisms influencing complex cell orientation and their modification at high resting discharge.Journal of Physiology 289:33-53.
Smith,C.S.2003.Modes of Discourse.Cambridge:Cambridge University Press.
Sperber,D.and D.Wilson.1986.Relevance:Communication and Cognition.London:Blackwell.
Sweetser,E.2000.Blended space and performativity.Cognitive Linguistics 11:305-333.
Talmy,L.2000.Toward a cognitive semantics.Vol.1:Concept Structuring Systems;Vol.2:Typology and Process in Concept Structuring.Cambridge:MIT Press.
Tanaka,K.1994.Advertising language:A Pragmatic Approach to Advertisements in Britain and Japan.New York:Routledge.
Turner,M.1991.Reading Minds.Princeton:Princeton University Press.
---.1996.The Literary Mind:the Origin of Thought and Language.Oxford:Oxford University Press.
Veale,T.and D.O'Donoghue.2000.Computation and blending.Cognitive Linguistics 11:253-281.
Wells,W.,J.Burnett,and S.Moriarty.1998.Advertising:Principles and Practice.Upper Saddle River,N.J.:Prentice Hall.
Williamson,J.1983.Decoding Advertisements:Ideology and Meaning in Advertising.London:Merion Boyars.
Zhao,X.N.2006.Pragmatic analysis on English commercial advertising—salience.M.A.thesis.,Dalian Maritime University,Dalian,China.
白光,2004a,《中外理性广告语经典与点评》。北京:中国经济出版社。
白光,2004b,《中外悟性广告语经典与点评》。北京:中国经济出版社。
陈静美,2006,广告英语的修辞特色。《商场现代化》第17期,46-47页。
贺年,2003,《世界经典广告创意金榜》。呼和浩特:内蒙古人民出版社。
黄国文,1988,《语篇分析概要》。长沙:湖南教育出版社。
黄国文,1997a,广告语篇中的叙事性正文。《外语研究》第3期,11-15页。
黄国文,1997b,广告语篇中的证言式话语。《中山大学学报》第4期,119-125页。
黄国文,2001,《语篇分析的理论和实践—广告语篇研究》。上海:上海外语教育出版社。
马建青,1997,《现代广告心理学》。杭州:浙江大学出版社。
盛宁明、杨青,2004,浅论广告英语的词法及修辞特色。《上海科技翻译》第3期,57-58页。
石裕晶、陈寅滔,2000,《汉英英汉广告写作词典》。上海:复旦大学出版社。
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页。
王燕希,2004,《广告英语一本通》。北京:对外经济贸易大学出版社。
吴克明、胡志伟,1995,《英语广告词精品》。北京:北京大学出版社。
徐鹏,2000,《英语辞格》。北京:商务印书馆。
余祥越,2006,修辞与广告英语。《商场现代化》第36期,108-109页。
张秀国,2005,《英语修辞学》。北京:清华大学出版社。
张辉,2003,《熟语及其理解的认知语义学研究》。北京:军事谊文出版社。
周晓、周怡,1998,《现代英语广告》。上海:上海外语教育出版社。
左岩,1996,广告语域的语旨三要素及其在广告语篇中的实现。《外国语》第2期,46-50页。