从认知角度看“上”和“下”的方位性隐喻

隐喻不仅是一种语言现象,更是一种人类的认知现象。人们借助于隐喻实现了语言行为、社会活动等诸 方面的概念,即将情绪、身体状况、数量、社会地位等投射到方位性隐喻概念上,形成了用表示方位的词语表达抽象概 念的语言。     

Schema strength,processing opportunity,and the rewarding nature of incongruity resolution in advertising

Extant literature calls for more research to identify the boundary conditions as well as the process underlying the effects of ad messages that violate specific brand beliefs. This paper examines different levels of ad–brand incongruity, considering brand schema strength and processing opportunity as factors that influence the perception and the resolution of incongruity. Moreover, it provides empirical evidence for the process mediating attitudinal responses to ad–brand incongruity. Experiment 1 shows superiority for moderately incongruent ads over congruent and extremely incongruent ads which is eliminated when participants have a weak, as opposed to a strong, brand schema. Experiment 2 replicates the nonmonotonic pattern for strong, real brands but further shows that low processing opportunity favors congruent ads. Mediation analysis reveals that the psychological satisfaction experienced during the ad interpretation process has an asymmetric mediating effect, such that moderate levels of ad–brand incongruity generate highest levels of satisfaction which then leads to more positive responses.     

方位词INTO的意象图式及其隐喻性扩展

into的核心意义来自其中心意象图式。通过隐喻机制的作用,意象图式得以扩展,实现了into从空间范畴向"范围"、"状态"、"时间"、"转变"等抽象范畴的辐射,由此延伸出大量的隐喻意义,形成了into多种语义的网络体系。     

影子训练法在大学英语听力教学中的应用

将同声传译的基本训练方法影子训练法应用到英语听力教学中,可以通过具体语言信息的听辨和具体图式的应用,选择合适的听力材料,提高学生的听力水平。     

图式理论与高中英语阅读教学

图式理论是认知心理学中用来解释心理过程的一种理论模式。文章通过分析图式理论与英语阅读教学的关系,着重论述了图式理论在高中英语阅读教学中的实际应用。     

英语“A and B”结构的认知分析

通过分析结构语言学和认知语言学对“A and B”研究的不足,指出“A and B”体现了数量象似性、顺序象似性及标记象似性原则,且体现了重要的意象图示。此外,语序上A先于B,但在信息结构上B却是句子的信息凸显。     

The role of brand schemas,information transparency,and source of message on apparel brands' social responsibility communication

In today's complex business environment, apparel brands are communicating about their socially responsible (SR) practices through marketing messages to create a niche for themselves and show their SR efforts. However, SR aspects of products are difficult to verify by consumers. To help brands effectively communicate their SR efforts, this study assessed how consumers process an apparel brand's SR messages based on their prior experiences with that brand (brand schemas). Information transparency on messages and source of messages were tested as external cues to influence consumers' brand schemas and SR message evaluations in a mixed method repeated measures online experiment using a national US consumer sample. Results from regression-based conditional process analyses indicated that increased congruity of consumers' schemas to the fact that brands are SR led to more favorable attitude toward brands' SR messages. Also, presence of high information transparency on SR messages influenced consumers' schemas positively, and in turn, they evaluated messages more favorably. However, consumers were not influenced by whether messages were made by brands or third-party organizations. The study results show the importance of brand schemas and information transparency on apparel brand communications, helping both apparel brands and educators create effective SR-related marketing strategies.     

图式理论及其在阅读教学中的应用

根据图式阅读理论,读者的阅读能力由三种图式构成:语言图式、内容图式和结构图式;阅读的过程是读者在语篇水平各个层次上的自上而下和自下而上两种信息处理方式相互作用的过程。提高学生的阅读能力,应注意加强综合阅读、语言图式,利用语篇和文化背景知识进行阅读教学。     

认知图式关照下的习语文化可译性

图式理论是一种关于知识的认知过程理论。翻译是运用一种语言把另一种语言所表达的思维内容准确而完整地重新表达出来,是一种跨语言、跨文化、跨社会的交际活动。习语作为一种语言现象,积淀着最深厚的文化底蕴,承载着不同民族的文化特点和文化信息,它们与文化传统紧密相连,不可分割。通过运用认知图式理论对习语文化的可译性问题进行探讨,从而提出习语文化图式可译性主要通过A-A对应法、A-B对应法和A-zero三种方法来实现。     

英语听力教学中"图式理论"的应用研究

当今社会的发展,对英语教学提出了新的要求,即更加重视英语听说的能力,突出听说能力在英语综合能力结构中的作用。然而,听说依旧是大学英语教学的薄弱环节,学生学了多年英语以后,学成的英语却是＂聋子英语＂和＂哑巴英语＂。为了突破英语听力能力提高的瓶颈,探索＂图式理论＂在英语听力教学中的应用,对于英语听力教学改革具有重要的启示和借鉴意义。根据图式理论,原有信息图式联系的有序与合理,可以使听力输入信息得到有效的处理,从而有利于学生听力水平的提高。