电视广告语篇中隐喻的认知诠释

概念合成理论认为，概念合成是自然语言意义建构过程中的一种极为普遍的认知过程，而隐喻是人类认知世界的一种重要方式和手段，概念合成过程同样存在于隐喻现象中。文章在分析了电视广告语篇中隐喻产生的基本条件及分类后，用概念合成理论对其进行认知解读，提出：（1）电视广告语篇中的隐喻是概念合成的临时结构；（2）电视广告语篇中隐喻意义的获得与人类的认知紧密相关，它依靠的是概念合成认知理据。

Cognitive Research on Metaphor in Television Advertising Discourse

Conceptual blend is a universal cognitive approach in the meaning construction of natural language according to Conceptual Blending Theory.Metaphor is one of the most important methods and tools for human being to understand the world.The approach of conceptual blend also exists in the understanding of metaphor.After analyzing the essential motivating factors and the classification of metaphors in advertising,we attempt to apply Fauconnier's Conceptual Blending Theory to the analysis of metaphor in advertising discourse and conclude that metaphor in advertising is the emergent structure and the metaphorical meaning,which is connected with human being's cognition,depends on cognitive motivation of conceptual blend.