入场理论视角下的广告语双关性研究

摘要

Admission theory is a category of cognitive syntactic, which is a product of inspecting the grammar of the language and the construction of the meaning from the perspective of cognition. The duality of slogans is a relatively common language phenomenon and is one of valid tactics to promote transmissibility for advertisements themselves. From the perspective of admission theory, quite typical pun slogans are analyzed and researched to show that admission theory could be used to explain the construction of slogans’ duality relatively well. What’s more, from a side, it reflects that the design mode of pun slogans accords with the regular patten of human cognition.%入场理论是认知语法学范畴的理论，是从认知学的角度审视语言的语法、语义构建。广告语的双关性是一个较为常见的语言现象，是广告提升自身的传播力的有效策略之一。本文以入场理论的相关视角，对较典型的双关广告语作了分析研究，分析表明入场理论能比较好的解释广告语的双关特性的构型，也从一个侧面反映了双关广告语的设计模式是与人的认知规律相契合的。