| This thesis discusses the advertising language from two perspectives:the cognition and the memetics. Firstly, it attempts to present an analysis of the cognitive way of thinking and the on-line meaning construction on the advertising language by use of the Conceptual Metaphor Theory and the Conceptual Blending Theory. Secondly, it attempts to illustrate the way the advertising language is transmitted and accepted by receivers based on the memetics. This thesis adopts the approach of qualitative research. By collecting materials on advertisements, mainly including books and newspapers in school library and journals in database, some popular advertisements both in Chinese and in English are selected randomly from them. Through qualitative research, analysis and synthesis as well as induction and deduction are used so as to figure out the underlying rules and enable readers to get a better knowledge of the advertising language on a theoretical level.The research shows that the Conceptual Metaphor Theory and the Conceptual Blending Theory play an important role in the on-line meaning construction of the advertising language. In the designation of advertising language, advertising designers always, consciously or unconsciously, resort to metaphors and conceptual blending to increase the amount of information, simplify the words of the advertisements and enhance the attraction of the language so as to improve the popularity as well as the sales amount of the products. As one kind of culture, the transmission and acceptance of the advertising language are illustrated by use of the memetics from multiple perspectives. The research shows that those advertising languages which abide by the features of strong memes have greater chance of gaining success. Therefore, the author suggests that in the designation of advertising language, the designers should stress the application of the cognitive theories and the memetics, and organize the advertising language according to the said theories. |
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