概念整合理论视域下英文护肤品广告中的隐喻认知研究

A Cognitive Study on Metaphors in English Skincare Product Advertising Language from the Perspective of Conceptual Integration Theory

摘要: 本研究基于概念整合理论，系统探讨英文护肤品广告语中隐喻的认知构建机制。通过构建简单型、镜像型、单域型和双域型四种概念整合网络模型，对典型广告案例进行认知语言学分析。研究发现：护肤品广告通过拟人隐喻(如“protect”和“ignite”)、医疗隐喻(如“elixir”)及战争隐喻(如“defend”)构建多维认知框架，在心理空间映射中实现源域与目标域的跨域整合。其中，简单网络通过角色填充实现功能具象化，镜像网络借助共享框架强化产品疗效认知，单域网络依托主导框架凸显防御专业性，双域网络则通过矛盾框架整合创造新创意义。研究表明，概念整合理论能有效揭示广告隐喻的动态认知过程，为护肤品广告的创意设计提供认知语言学策略支持。

Abstract: This study, grounded in Conceptual Blending Theory, systematically explores the cognitive construction mechanisms of metaphors in English skincare product advertising language. By establishing four types of conceptual blending network models—simple, mirror, single-scope, and double-scope—this research conducts a cognitive linguistic analysis of representative advertising cases. Findings reveal that skincare product advertising language employs personification metaphors (e.g., ‘‘protect” and ‘‘ignite”), medical metaphors (e.g., ‘‘elixir”), and war metaphors (e.g., ‘‘defend”) to construct multidimensional cognitive frameworks, achieving cross-domain integration between source and target domains through mental space mapping. Specifically, simple networks materialize functions via role-filling, mirror networks enhance perceptions of product efficacy through shared frameworks, single-scope networks highlight defensive expertise by relying on a dominant frame, and double-scope networks generate novel meanings by integrating contradictory frames. This study demonstrates that Conceptual Blending Theory effectively reveals the dynamic cognitive processes of advertising metaphors, offering cognitive linguistic strategies to support the creative design of skincare advertisements.