广告招牌用语之认知心理空间探析-真理大学.PDFVIP

廣告招牌用語之認知心理空間探析 劉沛慈 真理大學台灣文學系 摘要 在我們的日常生活當中，廣告招牌或文宣看板隨處可見，招牌的功能不外乎 引起消費者的注意，或是告訴大眾該店家所銷售的商品內容。然而，有些招牌用 語較為特殊，時而令人會心一笑或可能予以讚賞，帶給人們更為深刻的印象。究 竟這些招牌或看板是如何吸引大眾的目光，讓人駐足再視？又商家們是怎樣發揮 創意巧思，為商品進行命名，以獲得更多消費者的青睞？在在都是令筆者感到有 趣又好奇之處。 招牌的主要作用，就是直接表現出店家所提供的服務、營業的屬性、販售的 商品等等，是商家面對消費者所傳達的第一訊息。為了要能適切處理人們對廣告 招牌用語的理解情形，本研究主要採用「心理空間」與「概念融合」之理論為依 據，從中文廣告看板或店家招牌所蒐集到的語料做相關探討，分析這些招牌用語 的特色和功能，並藉由其創意手法的類別歸納，探究店家和消費者之間所可能連 結的共有認知概念。 冀望研究之成果，能提供將來在廣告文案設計上，語彙運用的一項參考。同 時，也期盼研討後之發現，能結合通識教育之相關課程中，做語文教學應用上之 一項嘗試。 關鍵詞：廣告招牌，語言認知，心理空間，概念融合，消費行為 339 Analysis on Cognitive Mental Space of Advertising Words Lecturer Pei-Tzu Liu Department of Taiwanese Literature , AU Abstract In our daily life, billboards and signs can be seen everywhere. The purposes of them are to draw people’s attention, or to tell people what this shop sells. However, some advertisements use special words, which make people laugh or appreciate them. They are impressive ones. Therefore, how do the billboards and signs draw people’s attention and make audience linger? And how do businessmen think of creative ideas for naming products to gain more consumers? The author is curious about all those. The main function of billboards is to show directly the service provided by the shop, its operating property and commodities. Billboard is the first information that merchant presents to consumers. In order to know people’s understanding of the advertising words, this study, mainly using the mental space and concept integration as basic theories, analyzes the creative features and functions of billboard words which are collected from