| 认知语境在广告用语中的解析 |
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| 引用本文： | 董黎黎.认知语境在广告用语中的解析[J].三峡大学学报(人文社会科学版),2007(Z2). |
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| 作者姓名： | 董黎黎 |
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| 作者单位： | 浙江大学外国语言文化及国际交流学院 浙江杭州310058 |
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| 摘 要： | 认知语境对广告用语的解析起着非常重要的作用。它决定了受众对广告用语的各种理解,但是受众对广告词语意义的理解受不同的语境的影响和制约,甚至在特定的环境下会产生变义。"意义"是变化的,词语意义不仅与认知者大脑的认知和储存的概念有关,认知者还应根据认知语境理解,寻求最佳语义。为了让受众买广告中的产品,广告创作者必须尽可能准确地估量目标受众的现有认知语境,从而在广告中恰当地、有效地提供新的信息,以便取得最好的语境效果。本文运用认知语境,对广告用语进行解析。
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| 关 键 词： | 关联理论 认知语境 广告用语 |
Explanation of Cognitive Context in Advertisement Understanding |
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| DONG Li-li.Explanation of Cognitive Context in Advertisement Understanding[J].Journal of China Three Gorges University(Humanities & Social Sciences),2007(Z2). |
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| Authors: | DONG Li-li |
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| Abstract: | Cognitive context has great importance in advertisement understanding.It determines the type of interpretation given to product information in the advertisement.However,interpretation of the information varies from person to person because of different cognitive context.In order to persuade consumers to buy the product,the designers of advertisement should provide the consumers with relevant information in the adaccording to their cognitive context.This paper applies the cognitive context in explaining advertisement. |
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| Keywords: | relevance theory cognitive context advertisement |
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