The Analysis Of The Meaning Of Misleading Advertisement Under The Guidance Of Conceptual Integration

Advertisements are a publicity strategy that aims to convey messages openly and widely to the public, via some kinds of media, to meet certain requirements. Now advertisements can be found in almost every aspect of life. Misleading advertisements are not false, but they might lead people to the wrong trust.During the 1990 s, Fauconnier, the American cognitive linguist, proposed Conceptual Integration Theory, which has further developed and improved Mental Spaces Theory. More and more researches illustrate that Conceptual Integration Theory holds a stronger superiority in the systematical probing to semantics. Different from past researches focusing on advertising language, the materials chosen in this thesis are all common misleading advertisements in daily life, including food advertisements, real estate advertisements, clothing advertisements and electronic goods advertisements. This paper, by using the networks of Conceptual Integration Theory, and referring to Cognitive Reference Points, aims to analyze the generation process that misleads the advertisements’ meaning. Therefore, it not only provides a new angle to the study of advertising language, but also confirms the validity of application value of Conceptual Integration Theory to some extent.