“人生”概念隐喻的英汉对比研究

概念隐喻普遍存在于英汉两种语言中。英汉“人生”概念隐喻既具有跨文化的普遍性和相似性，也具有差异性。它们都呈系统性，都从不同角度构建了“人生”这个抽象概念，从而形成了各自的概念隐喻网络体系。概念隐喻的系统性也体现了语言的系统性。“人生”概念隐喻的跨文化对比研究有助于我们更好地理解语言的系统性和文化性，从而更好地理解和运用德喻。     

三种隐喻加工模型的比较——兼论隐喻加工的认知层次

自20世纪80年代以来,对隐喻加工机制的探索产生了三种影响较大的理论模型:范畴涵括论、结构映射论和概念隐喻理论。本文首先简要介绍这三种模型,然后结合汉语文学作品中的隐喻句分析三者的解释力。研究表明,大脑中不仅存在对事物本身属性的认识,还包括事物间相互关系的认识,同时大脑还具备对事物进行深层次抽象概括的能力。范畴涵括论适合于解释有关事物本身属性的比喻,结构映射论则适合于解释事物关系的隐喻,而概念隐喻则是在更深认知层面对隐喻现象的描述。此外,随着隐喻规约化程度的加深,其加工方式也会更多地从结构映射转化为范畴涵括的方式。三者是互补而不是矛盾的关系。     

论构建“介词IN”隐喻意义的认知基础

隐喻是人类借助较为具体的事物谈论较为抽象的事物。隐喻意义的形成就是把始源域(domain)的图式结构投射到目标域上,通过始源域的结构来构建和理解目标域。IN的隐喻意义的构建过程就是由始发的空间域向时间、状态、数量等认知域影射的过程,在这个过程中,两个不同的但又是互相联系,有着相似点的认知域互相作用,相似是比较的基础。分析介词IN隐喻意义的认知基础——其最基本意义,表示空间方位"体"的三维概念。     

英汉动词“walk”和“走”隐喻语义对比

隐喻是一种重要的认知模式。它是将熟知的、具体的概念通过相似点投射到陌生的、抽象的概念上,进而达到对新事物的认识和表达的目的。研究词汇的隐喻对于我们理解词义、建立词汇的网络结构具有重要的意义。在日常交际中,动词的作用巨大,它能够描写和表达人们的意愿,也能够确切地反映出人们的认知思维。实际上,学习一门语言的重点就在于如何解构和使用这门语言的动词上。     

概念隐喻理论视角下特朗普经贸活动推文的战争隐喻研究

概念隐喻从一个具体的概念域向一个抽象的概念域的系统映射,是一种整体化的思维方式和认知手段.本文以特朗普关于中美贸易活动的推文为语料,归纳整理与战争隐喻相关的推文,并分析概念隐喻在推文中的功能.     

概念隐喻在理工类高校大学英语词汇课堂中的应用研究

词汇学习是英语学习中至关重要的基础步骤之一。概念隐喻符合人类认知规律,利用已认知的概念去认识未认知的概念,寓抽象概念于具体概念。目前,大学英语词汇教学模式不仅枯燥乏味,而且收效甚微。鉴于此,将概念隐喻应用于大学英语词汇课堂,尤其是理工类高校大学英语词汇课堂中是一种新的探索。实验结果表明:概念隐喻应用于理工类高校的大学英语词汇教学课堂中成效显著;概念隐喻在理工类高校的大学英语词汇教学课堂中的应用有利于学生对词汇的记忆、理解和输出;概念隐喻应用于词汇教学是英语词汇学习和运用能力的有效方法之一。     

英语隐喻性构词及对EFL词汇教学的启示

隐喻研究已经进入外语教学,成为国外隐喻研究的热点之一。隐喻可以帮助我们利用已知的事物来解释未知的事物,或者可以帮助我们重新理解我们已知的事物。由于人们通过隐喻手段来创造新词或新概念,同时也通过隐喻来认识新事物,建立新理论,因而它必然对人类认知方式和结果产生作用。隐喻性构词方法有很多,并对EF词汇教学有深刻的影响。     

人体隐喻的认知视角

隐喻是生活中常见的一种比喻,一种生动的源自生活的表达方式。认知语言学认为隐喻来源域在很大的程度上在于身体的经验。本文用认知语言学的理论,探讨人体隐喻化的理论基础和认知特点及诗歌中人体隐喻的反映射。     

范畴图形教学策略分析——在促进概念认知和词汇语义发展层面上的探讨

根据认知语言学的范畴化理论,词汇语义范畴和人们在经验世界中形成的认知范畴相映射,词汇能力中包含认知能力。对于词汇意义的理解可以促进概念的理解,对于词汇所代表的概念的理解又可以促进词汇能力的提高,因此词汇语义的教学策略要与概念认知模式相照应,利用范畴图形的教学策略可以有效促进词汇习得与概念理解的同步发展。     

英汉互译中的隐喻及其翻译

隐喻是语言的一种普遍的现象，不同语言之间在隐喻的使用上有很大差异，隐喻在不同的文化中既有共性又存在个性，因此，在翻译的过程中要注意信息传递的等值。隐喻不仅是一种修辞方式，更是一种认知方式和推理机制，本文以英汉的许多习语和名著中许多隐喻的运用为例，旨在探讨隐喻翻译的策略和方法。     

中西方老年消费者感知年龄维度属性的比较研究

从感觉、视觉、兴趣和行为等4个侧面,对中国老年人进行感知年龄维度属性的本土化检验发现,感知年龄与实足年龄之间差异为4岁,中西方有着较大差异.感知年龄反映文化和社会规范意涵,相对于实足年龄更适于预测老年人的消费行为.     

英汉空间方位词的国俗语义对比研究

国俗语义是民族文化特性在语言上的体现。空间方位概念是人类在实践基础上形成的最基本的概念,人们把这种空间概念投射到其他领域,赋予了空间方位词以更多的意义。由于英汉语言使用者的生活环境、文化、认知能力等有相似、差异性和独特性,英汉空间方位词的国俗语义也表现出语义重合、语义相异及语义空缺现象。对英汉空间方位词国俗语义的对比研究可以促进对空间方位词的全面认识,减少交际中的文化冲突。     

Effects of metaphoric advertising among mainland Chinese consumers

An experiment was conducted among mainland Chinese consumers in order to determine the effects of metaphors in illustrations and headlines on advertisement and brand attitudes and behavioural intentions for symbolic and utilitarian products. The results showed that metaphors had differing effects depending on product type and whether they were used in illustrations or the headlines. The use of metaphors in headlines for symbolic products generally resulted in less favourable attitudes and behavioural intentions than non-metaphoric headlines. However, the use of a non-metaphoric headline with a metaphoric illustration resulted in the most favourable attitudes and behavioural intentions, while the use of metaphors in both advertisement elements was the least effective. In contrast, metaphoric headlines for utilitarian products enhanced attitudes and behavioural intentions more than non-metaphoric headlines. No superiority of metaphoric illustrations was observed.     

从国际营销视角探讨中国外贸出口型企业发展

文章通过国际贸易与国际营销的异同,指出中国外贸型企业应该转变传统的、被动的国际贸易观念,树立更富有主动性、创造性的国际营销观念;通过从产品导向转变为顾客需求导向、从价格导向转变为顾客成本导向、从通路导向转变为顾客便利导向以及从促销导向转变为与顾客沟通导向四个具体的观念转变,从而走出国际经济贸易分工中＂微笑曲线＂的最低点,使众多外贸出口型企业成为强大国际贸易实体.     

A Spatial Interpretation of the Density Dependence Model in Industrial Demography

In this paper the density dependence model, which was developed in organizational ecology, is compared to the economic-geographical notion of agglomeration economies. There is a basic resemblance: both involve some form of positive feedback between size of the population and growth. The paper explores how the theoretical concepts compare to each other, and if an interdisciplinary cross-fertilization between both is fruitful. It is found that there are a number of important similarities in the underlying theories. These refer to the process of legitimation, which has some close similarities to concepts derived from theories of new industrial districts, such as social capital, institutional thickness, and innovative milieux. Differences remain important as well. For instance, the sociological interpretation of competition is not transferable into notions of agglomeration economies. An important conclusion is that agglomeration effects can and should be incorporated into the density dependence model.     

The Influence of Native Versus Foreign Language on Chinese Subjects’ Aggressive Financial Reporting Judgments

Researchers have suggested that ethical judgments about “right” and “wrong” are the result of deep and thoughtful principles and should therefore be consistent and not influenced by factors, such as language (Costa et al. in PLoS ONE 9(4):e94842, 2014b, p. 1). As long as an ethical scenario is understood, individuals’ resolution should not depend on whether the ethical scenario is presented in their native language or in a foreign language. Given the forces of globalization and international convergence, an increasing number of accountants and accounting students are becoming proficient in more than one language, and they are required to interpret and apply complex ethical pronouncements issued by various global standard setters both in their native language and in English. There have been calls in the literature to examine whether subjects make systematically different ethical judgments in a foreign language than in their native language. We contribute to the literature by drawing on culture, linguistics, and psychology research to provide empirical evidence that Chinese subjects are more aggressive in interpreting the concept of control when providing their consolidation reporting recommendations in English than in Simplified Chinese. We applied a 2 × 2 within-subject and between-subject randomized experimental design using a sample of Chinese final year undergraduate accounting students at a leading Chinese university, where accounting courses are taught in both Simplified Chinese and English. Students in our study are proxy for entry-level accounting practitioners. Our findings have implications for the globalized business world and cross-cultural research by challenging the commonly held assumption that an individual’s ethical judgment is consistent in different languages. We suggest that systematically different ethical judgments in native and foreign languages needs to be recognized.     

Culture,cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.     

从英汉语言物质结构看中西方文化差异

语言是文化的一部分,同时记录和承载着文化的内蓉,并在很大程度上影响和决定着文化的延续和发展。通过对英汉语言物质结构（文字结构、句子结构和语篇结构）的对比分析发现：英汉语文字结构体现了中医“整体、辩证、综合”和西医“局部、静态、分析”的医学观;英汉语句子结构反映了西方文化“重律轻德”和中国文化“重德轻律”的“法治”观;英汉语篇结构展现了西方民族“直线型”和汉民族“螺旋型”思维方式的特点。因此,从英汉语言物质结构可以明显看出中西方文化的差异。     

基于语料库的外贸英文函电写作研究

运用系统功能语言学理论和语料库,对中企外贸英文函电和英语国家外贸函电进行对比研究,分析两者在语域上的异同,经研究发现两者均属于交互性劝诱文本,但前者在劝诱性方面逊色于后者。并探讨对于中国外贸企业的英文函电写作所带来的启示,以及如何采取相应的写作策略,以增强文本的概念功能、人际功能和语篇功能,以便更好地实现英文函电的跨文化交际功能。