| World is made up of symbol,each symbol has its own meaning,which cannot exist without the participation of human beings.The construction and interpretation of symbol meaning is essentially a cognitive communication process.Metaphor,a basic cognitive mode of thinking,is a way of thinking for human beings to understand the world and express experience.At present,in addition to the cognitive thinking analysis of linguistic symbol,non-linguistic symbol also reflects the cognitive mechanism of metaphor and the internal operation mechanism of metaphor.Non-verbal symbols include visual symbols,auditory symbols and even tactile symbols.As a stable symbols system,visual symbols have the same mechanism as language symbols system,especially image symbols,which plays an important role as media in daily communication.Both language symbols and image symbols are the carriers of meaning.The existing literature always consider meaning as a combination of static signifier and signified,however,this study suggests that the meaning of symbol is not only a static process,is also a dynamic process as under the action of context meaning is in a constantly built,adjusted,expanded and shrunk period,thus,the research of symbols can be explored from two aspects,that is,static symbols and dynamic ones,the static meaning of symbols is raised by the structuralism,while dynamic meaning requires the participation of context.Based on this,this study focuses on the construction and interpretation of the meaning of language symbols and image symbols in advertising discourse,explores the metaphorical mechanism in the process of meaning construction and interpretation,and aims to solve the following four problems: 1.The symbol system contains language symbols and visual symbols,or image symbols.How do they construct and interpret meanings? 2.What are the similarities and differences between language symbols and image symbols in the process of meaning construction and interpretation? 3.The construction of metaphor exists in the process of symbolic meaning construction,and the interpretation of symbolic meaning is also accompanied by the interpretation of metaphor.These two run in opposite directions.How to analyze the metaphorical mechanism in this process? 4.The concept expressed by image symbols is metaphorical,which also reflects people's cognitive mode and thinking mode.What is the cognitive model of cognitive subjects with respect of image metaphors?In order to deal with the problems above,this paper attempts to explore the mechanism of symbol metaphor from the perspective of cognitive linguistics and semiotics,using the semantic triangle theory,idealized cognitive models,metaphor theory and conceptual integration theory,mental space theory to discuss the issues raised,the semantic triangle statically fixes the relationship between signifier and signified from the perspective of symbol generation,the idealized cognitive model demonstrates the process of dynamic construction of meaning,the metaphor theory analyzes the mapping relation between source domain and target domain which occurs in the construction of meaning and the process of interpretation,the conceptual integration theory and mental space theory can be thought as an analytic mechanism that the cognitive subject affects on the metaphor.The research on the metaphorical mechanism in the construction and interpretation of symbolic meaning deepens and supplements the research on symbolic metaphor in the academic circle.The findings are as follows: 1.Meaning construction is a process from meaning to objective things through metaphorical thinking,while meaning interpretation is a reverse process that it comes from objective things to meaning with a transition of metaphorical thinking.2.The construction of meaning and interpretation of image symbols is a one-dimensional process,in which the signifier can directly points to the signified through iconicity,while triangular dimension will appear in the meaning construction and interpretation of language symbols and occurs one-dimension meaning construction in the process of concept integration.3.The cognitive commonality of language symbols and image symbols activate the corresponding concepts in the cognitive subject's knowledge framework by concept connection.4.The cognitive models used to construct operating mechanism of metaphor of language symbols and metaphor of image symbols are conceptual integration model and conceptual separation and reorganization model,respectively.This paper is divided into 5 chapters.First is the introduction,which explains the research background,research questions and meaning,literature review,basic ideas and methods in the research.The first chapter mainly introduces the definition and essence of symbol,the relation between signifier and signified and the classification of symbols.The second chapter introduces the process of ideographic symbols,using the process of meaning construction for the advertising meaning of ‘tree-ecological environment' as an example,and points out the similarities and differences in the process of meaning construction of language symbols and image symbols,the third chapter mainly explores the process of symbol meaning interpretation with the example of 'tree-ecological environment' advertising meaning interpretation to explore the process of interpretation for the language symbols and image symbols,the fourth chapter mainly explores the metaphor mechanism occurring in the process of meaning construction and interpretation of language symbols and image symbols,starting from the metaphor of meaning construction to analyze the metaphor mechanism occurring in the process of meaning construction and interpretation of meaning.The fifth chapter introduces the analytic mechanism of cognitive subject and explores the conceptual integration model and conceptual decomposition and reorganization model in the process of construction and interpretation of symbol meaning.Finally,the paper summarizes the theoretical and practical meaning of the research,the shortcomings of paper and subsequent research. |
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