文档介绍：内蒙古工业大学硕士学位论文 A Cognitive Analysis of Parody in Advertisements by WangXing A Thesis Submitted to the Graduate School and College of Foreign Languages in Partial Fulfillment of the Requirements for the Degree of Master of Arts Under the Supervision of AssociateProfessor LiXia Inner Mongolia University of Technology June 2014 万方数据 IMUT Graduation Thesis for the MA Degree 万方数据内蒙古工业大学硕士学位论文万方数据 IMUT Graduation Thesis for the MA Degree 万方数据 IMUT Graduation Thesis for the MA Degree I ACKNOWLEDGEMENTS I would like to express my sincere thanks to many people for their constant assistance in the process of writing this thesis. First, I would like to give my deepest gratitude to my supervisor, Professor Li Xia, for her heuristicadvice andconstructive instructions, timelysupports, hearty encouragement and great tolerance in my three years’ study, especially during my plishment of this thesis. Without her patient guidance and warm encouragement, this thesis would not have pleted. I also want to extend my cordial thanks to all my teachers in my postgraduate study. I have benefited a lot from theirenlightenedlectures. Last but not least, my special thanks also goes to all my classmates and friends for their support and encouragement. 万方数据内蒙古工业大学硕士学位论文 II 摘要近年来,国内对于仿拟广告语的研究层出不穷,但主要集中于修辞学、美学和语用学领域,认知角度的研究较少。本文通过理论分析和案例分析相结合的方法, 运用图形背景理论和概念合成理论对仿拟广告语进行认知分析和解读,旨在从认知语言学角度完整阐释仿拟广告语内在的认知过程,包括其生成过程和动态在线意义构建过程。首先,根据图形背景理论,作者认为在仿拟广告语中,产品相关信息为仿体图形,所套用的约定俗成的表达为仿体背景,其生成过程就是广告创意者为了宣传的目的,模仿本体背景,以产品相关信息替换本体图形,经历设计、句子生成以及修改等步骤,进而得到突显产品信息且具有劝说功能的广告语。其次,基于概念整合理论,仿拟广告语激活受众已知信息和相关认知域,实时整合产品信息,经过不断完善扩展最终完成意义建构。依照概念整合框架分析仿拟广告语的实时意义构建过程时,作者发现若借用图形背景理论中的表述,能够从广告创意者角度更好地呈现仿拟广告语的意义建构过程,因此本研究将图形背景理论融入概念整合框架,建立了新的综合概念整合网络,用于阐释仿拟广告语的意义建构。基于新网络,作者对仿音、仿义和仿式三种类型的英汉仿拟广告语进行了具体的案例分析,揭示了仿拟广告语的意义构建过程。进一步的研究分析表明,广告受众看到或听到仿拟广告语时,仿体输入并激活其相关的本体信息,突显替换本体图形的仿体图形(即产品信息),通过跨空间映射将来自两个认知域的输入空间组合并有选择地投射到合成空间,利用背景知识及语境对其不断完善,形成动态的层创结构并进一步扩展,逐层推理出仿拟广告语的真实含义及其设计者的意图,由此其意义建构过程结束。此外,仿拟广告语作