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随着广告业的快速发展,广告用语越来越受到研究者们的关注。在广告中,隐喻的使用是比较普遍的,而用概念整合理论分析广告中的隐喻则意在发展一种理解广告中隐喻的认知模型,以此来探索认知角度下广告中隐喻的生成机制。
With the rapid development of the advertising industry, advertising language has attracted more and more attention from researchers. In advertisements, the use of metaphors is more common, and the use of conceptual integration theories to analyze metaphors in advertisements is intended to develop a cognitive model for understanding metaphors in advertisements, in order to explore the generation of metaphors in advertisements from a cognitive perspective. mechanism.