广告语篇中仿拟的概念整合理论阐释
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摘要
作为一种有效的促销手段,广告已经成为我们日常生活中不可缺少的一部分。广告的最终目标是说服广告受众去买广告商所推出的产品,因此广告商们就会不遗余力地精心遣词造句来吸引广告受众的注意。在众多的语言修辞手法中,仿拟高频率地出现在广告之中。鉴于仿拟的实用性和新颖性,仿拟的研究早已引起了语言学专家们的重视。然而,一直以来,国内外大多数对仿拟的研究主要集中于文学领域和传统修辞学领域,强调其美学和修辞学效果,对其在认知方面的研究还有待进一步扩展。本文尝试从认知语言学的角度,运用概念整合理论来探索广告中仿拟意义建构的幕后认知机制,希望能弥补传统理论的不足,为仿拟的研究提供一个全新的视角。
概念整合理论是本文主要采用的理论依据,具有一整套完整的框架结构。概念整合网络包括四个心理空间：两个输入空间,一个类属空间和一个整合空间。类属空间构建于两个输入空间之上,反映来自两输入空间的共同抽象结构。复合空间的结构不是两个输入空间结构的简单相加,在“组合”、“完善”、“扩展”这三个相互关联的认知操作下产生了自己的突变结构。输入空间、类属空间以及复合空间通过投射链彼此连接起来就构成了一个概念整合网络。
本文以广告语篇中的仿拟为研究对象,运用概念整合理论把它们分为四类,并对每一类型的仿拟意义建构进行探索和分析。通过收集到的中文和英文资料为例证,本文将更加详细地阐释每一类型的认知模式。仿拟应用于广告中的主要作用是在于帮助人们把新接收到的信息同已知信息和背景知识有效地结合到一起,从而生成一个对广告总体的印象。本文以概念整合为理论基础,深入细致地探索了仿拟的生成和阐释的心理过程,提供了一种新的角度来研究广告商如何通过仿拟到达他们的劝说目的以及人们是如何在大脑中对从广告中的新奇表达进行认知构建和分析。同时,通过分析说明了仿拟在广告语篇中的建构过程是可以从认知角度运用概念整合理论来阐释,为仿拟的研究提供了新的视角和分析方法。概念整合理论与仿拟理解的结合为各自领域的研究都提供了崭新的视角,并且有利于各自理论的发展和完善。
Advertising, as one of the ways to promote products, has definitely played an essential role in people's daily life. In order to attract the attention of the audiences, a lot of efforts have been made into the linguistic choices of the advertising, which is to stir the audiences'desire to buy the product advertised. Among so many language devices, parody enjoys frequent appearance in advertisements. Many researchers also show great interest in parody for its practicality and novelty. However, most of the studies on parody at home and abroad have been mainly carried out from a literary perspective or a traditional rhetorical device, stressing its aesthetic and rhetorical effects, while the cognitive study on parody has been paid scant attention to. Therefore, the Conceptual Blending Theory will be adopted in this thesis to probe into meaning construction and cognitive mechanism of parodic advertisements, in the hope of furthering the study of the traditional theories.
Conceptual Blending Theory is the main theory adopted in the thesis, which has complete networks. These networks consist of four mental spaces:two input spaces, one generic space and one blended space. Generic space provides information that is abstract enough to be common to both the inputs. Elements in the generic space are mapped onto counterparts in each of the input spaces, which motivate the identification of cross-space counterparts in the input spaces. Then through composition, completion and elaboration, the blended space develops emergent structures of its own.
The parodic advertisements are chosen as the study subject here and they will be categorized into four types and investigated respectively in four integration network models. It aims to develop a cognitive framework for the linguistic study of parodic advertisements with examples from both English and Chinese as an illustration of the framework offered. The main purpose of the application of parody in advertisements is to help the audiences integrate the new information with the familiar and background knowledge stored in mind so as to formulate an overall impression of the advertisements. By applying the Conceptual Blending Theory to the analysis of parody in advertising, the generating and interpreting process of parody will be explored, and an alternative perspective will be offered to explain how the advertisers achieve their persuasive goals and the consumers construct meanings from the novel expressions in advertisements. In this way, it can be verified that the mental process of the parodic advertisements can be explained from the cognitive aspect. The combination of the Conceptual Blending Theory and the comprehension of parody in adverting discourse provide both fields with a new perspective and enrich the studies in both parody theory and cognitive science.
概念整合理论是本文主要采用的理论依据,具有一整套完整的框架结构。概念整合网络包括四个心理空间：两个输入空间,一个类属空间和一个整合空间。类属空间构建于两个输入空间之上,反映来自两输入空间的共同抽象结构。复合空间的结构不是两个输入空间结构的简单相加,在“组合”、“完善”、“扩展”这三个相互关联的认知操作下产生了自己的突变结构。输入空间、类属空间以及复合空间通过投射链彼此连接起来就构成了一个概念整合网络。
本文以广告语篇中的仿拟为研究对象,运用概念整合理论把它们分为四类,并对每一类型的仿拟意义建构进行探索和分析。通过收集到的中文和英文资料为例证,本文将更加详细地阐释每一类型的认知模式。仿拟应用于广告中的主要作用是在于帮助人们把新接收到的信息同已知信息和背景知识有效地结合到一起,从而生成一个对广告总体的印象。本文以概念整合为理论基础,深入细致地探索了仿拟的生成和阐释的心理过程,提供了一种新的角度来研究广告商如何通过仿拟到达他们的劝说目的以及人们是如何在大脑中对从广告中的新奇表达进行认知构建和分析。同时,通过分析说明了仿拟在广告语篇中的建构过程是可以从认知角度运用概念整合理论来阐释,为仿拟的研究提供了新的视角和分析方法。概念整合理论与仿拟理解的结合为各自领域的研究都提供了崭新的视角,并且有利于各自理论的发展和完善。
Advertising, as one of the ways to promote products, has definitely played an essential role in people's daily life. In order to attract the attention of the audiences, a lot of efforts have been made into the linguistic choices of the advertising, which is to stir the audiences'desire to buy the product advertised. Among so many language devices, parody enjoys frequent appearance in advertisements. Many researchers also show great interest in parody for its practicality and novelty. However, most of the studies on parody at home and abroad have been mainly carried out from a literary perspective or a traditional rhetorical device, stressing its aesthetic and rhetorical effects, while the cognitive study on parody has been paid scant attention to. Therefore, the Conceptual Blending Theory will be adopted in this thesis to probe into meaning construction and cognitive mechanism of parodic advertisements, in the hope of furthering the study of the traditional theories.
Conceptual Blending Theory is the main theory adopted in the thesis, which has complete networks. These networks consist of four mental spaces:two input spaces, one generic space and one blended space. Generic space provides information that is abstract enough to be common to both the inputs. Elements in the generic space are mapped onto counterparts in each of the input spaces, which motivate the identification of cross-space counterparts in the input spaces. Then through composition, completion and elaboration, the blended space develops emergent structures of its own.
The parodic advertisements are chosen as the study subject here and they will be categorized into four types and investigated respectively in four integration network models. It aims to develop a cognitive framework for the linguistic study of parodic advertisements with examples from both English and Chinese as an illustration of the framework offered. The main purpose of the application of parody in advertisements is to help the audiences integrate the new information with the familiar and background knowledge stored in mind so as to formulate an overall impression of the advertisements. By applying the Conceptual Blending Theory to the analysis of parody in advertising, the generating and interpreting process of parody will be explored, and an alternative perspective will be offered to explain how the advertisers achieve their persuasive goals and the consumers construct meanings from the novel expressions in advertisements. In this way, it can be verified that the mental process of the parodic advertisements can be explained from the cognitive aspect. The combination of the Conceptual Blending Theory and the comprehension of parody in adverting discourse provide both fields with a new perspective and enrich the studies in both parody theory and cognitive science.
引文
References
Aristotle.1954. Rhetoric. New York:The Modern Library.
Bakhtin, M.1981. From the prehistory of novelistic discourse. In M. Holquist (ed.), The Dialogic Imagination. Austin, TX:University of Texas.41-83.
Coulson, S.1996. The Menendez brothers virus:analogical mapping in blended spaces. In A. Goldberg (ed.). Conceptual Structure, Discourse, and Language. Stanford: Center for the Study of Language and Information.2-12.
Coulson, S.2001. Semantic Leaps:Frame-Shifting and Conceptual Blending in Meaning Construction. New York:Cambridge University Press.
Coulson, S.& Fauconnier, G.1999. Fake guns and stone lions:conceptual blending and privative adjectives. In B. Fox, D. Jurafsky,& L. Michaelis (eds.). Cognition and Function in Language. Palo Alto, CA:CSLI.200-207
Coulson, S.& T. Oakley.2000. Blending basics. Cognitive Linguistics 11-3/4:175-196.
Coulson, S.& T. Oakley.2005. Blending and coded meaning:literal and figurative meaning in cognitive semantics. Journal of pragmatics 37:1510-1536.
Cuddon, J. A.1986. A Dictionary of Literary Terms. Middlesex:Penguin Books Ltd.
Dentith, Simon.2000. Parody (The New Critical Idiom). London:Routledge.
Durand, J.1987. Rhetorical figures in the advertising image. Umiker-Sebeok 12:68-81.
Fauconnier, G.& E. Sweetser.1996. Spaces, Worlds, and Grammar. Chicago and London: The University of Chicago Press.
Fauconnier, G.& M. Turner.1994. Conceptual Projection and Middle Spaces. San Diego:University of California, Department of Cognitive Science Technical Report 9401.
Fauconnier, G.& M. Turner.1996. Blending as a central process of grammar. In Goldberg, A.E (ed.). Conceptual Structure, Discourse, and Language. Stanford, CA:CSLI Publications.113-131.
Fauconnier, G.& M. Turner.1998. Conceptual integration networks. Cognitive Science 22/2:133-187.
Fauconnier, G.& M. Turner.1999. Metonymy and conceptual integration. In Klaus-Uwe Panther& G. Radden (eds.). Metonymy in Language and Thought. Amsterdam: John Benjamins.77-90.
Fauconnier, G.& M. Turner.2000. Compression and global insight. Cognitive Science 11: 80-89.
Fauconnier, G.& M. Turner.2001. Conceptual integration networks. [Expanded Web version]
Fauconnier, G.& M. Turner.2002. The Way We Think:Conceptual Blending and the Mind's Hidden Complexities. New York:Basic Books.
Fauconnier, G.1994 [1985], Mental Spaces. Cambridge, Mass.:MIT Press. (1994).Mental Spaces. New York:Cambridge University Press.
Fauconnier, G.1997. Mappings in Thought and Language. Cambridge:Cambridge Press.
Fauconnier, G.2001. Conceptual blending and analogy. In D. Gentnet, K. Holyoak, and B. Kodinov(eds.).The Analogical Mind:Perspectives from Cognitive Science. Cambridge, MA:MIT Press.255-286.
Frye, N.1957. Theory of genres. In N. Frye (ed.).Anatomy of Criticism:Four Essays. Princeton, NJ:Princeton University Press.243-337.
Geis, M.1982. The Language of Television Advertising. New York:Academic Press.
Gibbs, Jr.& W. Raymond 2000. Making good psychology out of blending theory. Cognitive Linguistics 11,347-358.
Grady, J.2002. Cognitive mechanisms of conceptual integration. Cognitive Linguistics 11/3-4:335-345.
Grady, J., T. Oakley,& S. Coulson.1999. Blending and Metaphor. In R. Gibbs& G. Steen. (eds.) Metaphor in Cognitive Linguistics. Philadelphia:John Benjamins.101-124.
Hartwell, P.& Robert H. Bentley.1982. Open to Language:A New College Rhetoric. New
York:Oxford University Press
Hutchen, L.1985. A Theory of Parody:the Teaching of Twentieth-century Art Forms. New York:Methuen.
Jefkins, F.1985. Advertising. New York:Macdonald and Evans.
Joy, A., John F. Sherry Jr.,& Jonathan Deschenes.2009. Conceptual blending in advertising. Journal of Business Research 62/1:39-49.
Lakoff, G.& M. Johnson.1980. Metaphors We Live by. Chicago:The University of Chicago Press.
Lakoff, G.1987. Women,Fire,and Dangerous Things:What Categories Reveal about the Mind. Chicago and London:The University of Chicago Press.
Leech, N.1966. English in Advertising. Longmans:Green and Co. Ltd.
Mathur, Navin.1987. Press Advertising:A Study of Selected Advertising. Bombay: Himalaya Publishing House.
Myers, G.1994. Words in Ads. London:Edward Arnold.
Oakley, T.1998. Conceptual blending, narrative discourse, and rhetoric. Cognitive Linguistics 9:321-360
Rose, M.1993. Parody:Ancient, Modern, and Post-modern. Cambridge:Cambridge University Press.
Stone, C.1914. Parody:The Art and Craft of Letters. London:Martin Secher.
Tanaka, K.1994. Advertising Language. New York:Routledge,.
Turner, M& G. Fauconnier.1999. A Mechanism of Creativity. Poetics Today 20/3:397-418.
Turner, M.& G. Fauconnier.1995. Conceptual integration and formal expression. Metaphor and Symbolic Activity 10/3:183-203.
Turner, M.2000. Backstage cognition in reason and choice. In A. Lupia, M. McCubbins& S. L. Popkin (eds.). Elements of Reason. Cognition, Choice, and the Bounds of Rationality,264-286. Cambridge:Cambridge University Press.
Turner, M.2008. Frame blending. In Rema Rossini Favretti (ed.). Frames, Corpora, and Knowledge Representation. Bologna:Bononia University Press.13-32.
Ungerer, F.& H.J. Schmid.2001. An Introduction to Cognitive Linguistics. Beijing: Foreign Language Teaching and Research Press.
陈汝东,2001,《认知修辞学》。广东：广东教育出版社。
陈望道,1997,《修辞学发凡》。上海：上海教育出版社。
江南,1995,广告仿成语运用正误之标准。《修辞学习》(5)：39-42。
江南、韩爽,2000,略论广告仿拟格的使用特色.《徐州师范大学学报(哲学社会科学版)》,(2),18-20。
靳琰,王小龙,2006,英汉仿拟的心理空间理论阐释。《外语教学》(4)：15-18。
蓝纯,2005,《认知语言学与隐喻研究》。北京：外语教学与研究出版社。
李中行,1986,《广告英语》。长沙：湖南教育出版社。
刘继红,1997,《中外广告妙语赏析》。广东：广东人民出版社。
刘明珠,2002,仿拟在广告英语中的应用。《安徽农业大学学报(社会科学版)》(11)：100-102。
刘晓雪,2005,汉语广告中仿拟的英译。《新余高专学报》(3)：16-18。
罗胜杰、张从益,2009,合成空间理论对仿拟的阐释。《外语教学》(1)：49-51。
么孝颖,2007,从图形-背景理论看仿拟修辞格生成的认知本质。《外语教学》(3)：21-25。
么孝颖,2008,《仿拟话语的认知语用研究》。北京：国防工业出版社。
武占坤,1990,《常用辞格通论》。石家庄：河北教育出版社。
徐国珍,2000,二十世纪仿拟辞格研究综述(上),《湖北师范学院学报》(4),28-34。
徐国珍,2003,《仿拟研究》。江西：江西人民出版社。
徐国珍,2006,仿拟行为的认知结构及认知过程。《语言研究》(1)：20-23
徐国珍,2001,二十世纪仿拟辞格研究综述(下),《湖北师范学院学报》(3)：49-54。
杨永和,2008,广告语言中仿拟的社会语用分析,《湖南民族学院学报(哲学社会科学版)》,(2)：131-134。
张伪之,1987,《现代汉语》。上海：上海教育出版社。
赵艳芳,2001,《认知语言学概论》。上海：上海外语教育出版社。
Aristotle.1954. Rhetoric. New York:The Modern Library.
Bakhtin, M.1981. From the prehistory of novelistic discourse. In M. Holquist (ed.), The Dialogic Imagination. Austin, TX:University of Texas.41-83.
Coulson, S.1996. The Menendez brothers virus:analogical mapping in blended spaces. In A. Goldberg (ed.). Conceptual Structure, Discourse, and Language. Stanford: Center for the Study of Language and Information.2-12.
Coulson, S.2001. Semantic Leaps:Frame-Shifting and Conceptual Blending in Meaning Construction. New York:Cambridge University Press.
Coulson, S.& Fauconnier, G.1999. Fake guns and stone lions:conceptual blending and privative adjectives. In B. Fox, D. Jurafsky,& L. Michaelis (eds.). Cognition and Function in Language. Palo Alto, CA:CSLI.200-207
Coulson, S.& T. Oakley.2000. Blending basics. Cognitive Linguistics 11-3/4:175-196.
Coulson, S.& T. Oakley.2005. Blending and coded meaning:literal and figurative meaning in cognitive semantics. Journal of pragmatics 37:1510-1536.
Cuddon, J. A.1986. A Dictionary of Literary Terms. Middlesex:Penguin Books Ltd.
Dentith, Simon.2000. Parody (The New Critical Idiom). London:Routledge.
Durand, J.1987. Rhetorical figures in the advertising image. Umiker-Sebeok 12:68-81.
Fauconnier, G.& E. Sweetser.1996. Spaces, Worlds, and Grammar. Chicago and London: The University of Chicago Press.
Fauconnier, G.& M. Turner.1994. Conceptual Projection and Middle Spaces. San Diego:University of California, Department of Cognitive Science Technical Report 9401.
Fauconnier, G.& M. Turner.1996. Blending as a central process of grammar. In Goldberg, A.E (ed.). Conceptual Structure, Discourse, and Language. Stanford, CA:CSLI Publications.113-131.
Fauconnier, G.& M. Turner.1998. Conceptual integration networks. Cognitive Science 22/2:133-187.
Fauconnier, G.& M. Turner.1999. Metonymy and conceptual integration. In Klaus-Uwe Panther& G. Radden (eds.). Metonymy in Language and Thought. Amsterdam: John Benjamins.77-90.
Fauconnier, G.& M. Turner.2000. Compression and global insight. Cognitive Science 11: 80-89.
Fauconnier, G.& M. Turner.2001. Conceptual integration networks. [Expanded Web version]
Fauconnier, G.& M. Turner.2002. The Way We Think:Conceptual Blending and the Mind's Hidden Complexities. New York:Basic Books.
Fauconnier, G.1994 [1985], Mental Spaces. Cambridge, Mass.:MIT Press. (1994).Mental Spaces. New York:Cambridge University Press.
Fauconnier, G.1997. Mappings in Thought and Language. Cambridge:Cambridge Press.
Fauconnier, G.2001. Conceptual blending and analogy. In D. Gentnet, K. Holyoak, and B. Kodinov(eds.).The Analogical Mind:Perspectives from Cognitive Science. Cambridge, MA:MIT Press.255-286.
Frye, N.1957. Theory of genres. In N. Frye (ed.).Anatomy of Criticism:Four Essays. Princeton, NJ:Princeton University Press.243-337.
Geis, M.1982. The Language of Television Advertising. New York:Academic Press.
Gibbs, Jr.& W. Raymond 2000. Making good psychology out of blending theory. Cognitive Linguistics 11,347-358.
Grady, J.2002. Cognitive mechanisms of conceptual integration. Cognitive Linguistics 11/3-4:335-345.
Grady, J., T. Oakley,& S. Coulson.1999. Blending and Metaphor. In R. Gibbs& G. Steen. (eds.) Metaphor in Cognitive Linguistics. Philadelphia:John Benjamins.101-124.
Hartwell, P.& Robert H. Bentley.1982. Open to Language:A New College Rhetoric. New
York:Oxford University Press
Hutchen, L.1985. A Theory of Parody:the Teaching of Twentieth-century Art Forms. New York:Methuen.
Jefkins, F.1985. Advertising. New York:Macdonald and Evans.
Joy, A., John F. Sherry Jr.,& Jonathan Deschenes.2009. Conceptual blending in advertising. Journal of Business Research 62/1:39-49.
Lakoff, G.& M. Johnson.1980. Metaphors We Live by. Chicago:The University of Chicago Press.
Lakoff, G.1987. Women,Fire,and Dangerous Things:What Categories Reveal about the Mind. Chicago and London:The University of Chicago Press.
Leech, N.1966. English in Advertising. Longmans:Green and Co. Ltd.
Mathur, Navin.1987. Press Advertising:A Study of Selected Advertising. Bombay: Himalaya Publishing House.
Myers, G.1994. Words in Ads. London:Edward Arnold.
Oakley, T.1998. Conceptual blending, narrative discourse, and rhetoric. Cognitive Linguistics 9:321-360
Rose, M.1993. Parody:Ancient, Modern, and Post-modern. Cambridge:Cambridge University Press.
Stone, C.1914. Parody:The Art and Craft of Letters. London:Martin Secher.
Tanaka, K.1994. Advertising Language. New York:Routledge,.
Turner, M& G. Fauconnier.1999. A Mechanism of Creativity. Poetics Today 20/3:397-418.
Turner, M.& G. Fauconnier.1995. Conceptual integration and formal expression. Metaphor and Symbolic Activity 10/3:183-203.
Turner, M.2000. Backstage cognition in reason and choice. In A. Lupia, M. McCubbins& S. L. Popkin (eds.). Elements of Reason. Cognition, Choice, and the Bounds of Rationality,264-286. Cambridge:Cambridge University Press.
Turner, M.2008. Frame blending. In Rema Rossini Favretti (ed.). Frames, Corpora, and Knowledge Representation. Bologna:Bononia University Press.13-32.
Ungerer, F.& H.J. Schmid.2001. An Introduction to Cognitive Linguistics. Beijing: Foreign Language Teaching and Research Press.
陈汝东,2001,《认知修辞学》。广东：广东教育出版社。
陈望道,1997,《修辞学发凡》。上海：上海教育出版社。
江南,1995,广告仿成语运用正误之标准。《修辞学习》(5)：39-42。
江南、韩爽,2000,略论广告仿拟格的使用特色.《徐州师范大学学报(哲学社会科学版)》,(2),18-20。
靳琰,王小龙,2006,英汉仿拟的心理空间理论阐释。《外语教学》(4)：15-18。
蓝纯,2005,《认知语言学与隐喻研究》。北京：外语教学与研究出版社。
李中行,1986,《广告英语》。长沙：湖南教育出版社。
刘继红,1997,《中外广告妙语赏析》。广东：广东人民出版社。
刘明珠,2002,仿拟在广告英语中的应用。《安徽农业大学学报(社会科学版)》(11)：100-102。
刘晓雪,2005,汉语广告中仿拟的英译。《新余高专学报》(3)：16-18。
罗胜杰、张从益,2009,合成空间理论对仿拟的阐释。《外语教学》(1)：49-51。
么孝颖,2007,从图形-背景理论看仿拟修辞格生成的认知本质。《外语教学》(3)：21-25。
么孝颖,2008,《仿拟话语的认知语用研究》。北京：国防工业出版社。
武占坤,1990,《常用辞格通论》。石家庄：河北教育出版社。
徐国珍,2000,二十世纪仿拟辞格研究综述(上),《湖北师范学院学报》(4),28-34。
徐国珍,2003,《仿拟研究》。江西：江西人民出版社。
徐国珍,2006,仿拟行为的认知结构及认知过程。《语言研究》(1)：20-23
徐国珍,2001,二十世纪仿拟辞格研究综述(下),《湖北师范学院学报》(3)：49-54。
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