In keeping abreast with the development of world economy and technology of mass media, advertising becomes more and more important in the economic development as well as our daily life. As a kind of English for Specific Purposes(ESP), advertising English(or English for Advertising) attracts more and more attention in academic field and the economic field as well. Many scholars have done some researches in relation to the rhetorical characteristics of advertising English. In this paper, the author purports to discuss the use and advantages of the rhetorical methods in advertising English from two perspectives, i.e. phonological, lexical perspectives.
词汇构式模型是认知语言学家Ruiz de Mendoza及其合作者近年来提出的一个新的构式语法理论,旨在系统地解释构式与人的认知模型之间的内在联系,并揭示不同类型的概念型式如何互动,从而产生复杂的语义表征。该理论吸收了认知语义学、功能语言学和语用学的观点,在很大程度上弥补了以往构式语法理论的诸多缺陷,在深度和广度上推进了构式语法与其他语言学理论之间的对话与融合。本文介绍词汇构式模型的基本假设、总体框架与主要观点,评述该理论的优越性和局限性,并展望其未来的研究方向。
