双关广告语的认知加工及其效应伴随——基于心理语言学视角的分析

对受众理解双关广告语的内部认知进行了步骤化的解析,刻画了其表征、编码、自动化加工、认知整合等状态和过程,从而构建了一个由意识性回读通路和潜意识激活部分隐义——意识性回读的双回路模型。进而利用心理负荷波理论和顿悟的大脑机制方面的新发现更为彻底地解释了双关广告语的维持注意功能和记忆特效功能。模型暗示不同水平的双关设计引发了受众不同的认知过程,对如何设计巧妙的双关广告有指导作用。

The Cognitive Process of Pun in Advertizing and Its Corresponding Effects——Based on the analysis from the psycholinguistic perspective

In this research,the author unfolds the internal on-line cognitive process of the subjects＇ understanding for pun in advertizing by describing the detail of the process＇representation,coding,automatic processing course,cognitive integration etc.Thus,a two-path model consisted of an active rereading path and an automatically activating part semanteme——active rereading path has been constructed.Furthermore,the functions of pun in advertizing in sustaining subjects＇attention and producing special memorizing effects have been explained radically by recent neuro-cognitive science discovery of ERP（event related potential）of Extrication from mental load （EML）and neural correlates of insight.The model also allude the facts that the subjects＇cognitive process differed according to the skilful level of the pun design,which can be used to guide the pun design itself.