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浅谈广告语篇互文现象及其认知机制 |
[小学英语教学论文]
摘要：互文分析理论已广泛运用到语篇分析实践中。本文主要探讨广告语篇互文现象及受众解读互文现象的认知机制及模式。本文从词际，句际和篇际三个不同层面探讨平面广告语篇互文现象的表现形式及特征。并应用概念合成理论分析受众解读互文现象的各种认知机制。指出受众理解互文现象的过程即受众激活心理空间，建构概念系统中意义连贯的过程。
关键词：广告语篇；互文性；认知机制
Abstract: Intertextuality has been widely applied in the field of discourse analysis. This paper focuses on intertextuality in advertising discourse, with a view to highlighting the cognitive mechanism involved in the process of understanding on the subject’s part. This paper deals with intertextuality from the level of word, sentence, and discourse. With conceptual integration theory applied, this paper arrives at the conclusion that the activating of mental spaces makes it possible to understand discourse with intertextuality as a coherent one.
Key words: advertising discourse; intertextuality; cognitive mechnism
一 引言
互文性的概念来自于文学领域，它历来是文学理论家们研究的对象。近年来，这个概念被引入到语言学领域。语言学家们用“互文性”的概念来分析语篇中各种杂揉的现象。
二 语篇分析与互文性
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小学英语教学论文 | 小学英语教学论文 |
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