中北大学学报（社会科学版）2016，Vol.32Issue(4)：110-115,6.DOI:10.3969/j.issn.1673-1646.2016.04.022
广告文体中的高层转喻思维与认知推理操作
Study of the High-Level Metonymic Thinking and Cognitive Inferencing Operation in Advertising Language
张俊妮1
作者信息
- 1. 山西师范大学外国语学院，山西临汾041004
- 折叠
摘要
Abstract
T raditional studies on metonymies primarily address referential metonymies involving met‐onymic operations at a lower level .In contrast ,high‐level metonymies operate in specific contexts ,and more often than not involve two or more cognitive domains in play .The present study aims to research into the operation of high‐level metonymies in advertising language ,with slogans of Apple Inc as an example and under the framework of the basic operational model of high‐level metonymies .It proposes that high‐level propositional ,situational and textual metonymy permeate the advertising language and influence the cognitive inferencing of the participants involved .Functionally ,it favors more simplistic and rhythmic lin‐guistic expressions ,adds to the slogans’ persuasive power and enhances textual coherence at a deep level .关键词
高层转喻/认知推理/篇章转喻/语法转喻/间接言语行为/广告词Key words
high-level metonymy/cognitive inferencing/textual metonymy/grammatical metonymy/indirect speech act/advertising slogan分类
社会科学引用本文复制引用
张俊妮..广告文体中的高层转喻思维与认知推理操作[J].中北大学学报（社会科学版）,2016,32(4):110-115,6.
