The Cognitive Study On The Parody In The Chinese Advertisements Based Onautonomy-dependency Alignment Framework

Parody is a kind of common rhetorical devices and it is often applied in the advertisement. Many linguistics has done some researches on the advertisement, but most of researches are analyzed in the rhetoric and translation field. There are some advertisement studies in the psychological field. Autonomy-dependency relation refers to the internal relation between autonomous structure and the dependent structure. This thesis analyzes the advertisement from the perspective of cognitive views. The following two questions are answered 1) At the beginning of the parody, how does the parody in the advertisement come into being? 2) After the parody comes into being, how does the zeugma work between the parody and the source? The partial tone parody avails the same or similar pronunciation to imitate the source while the semantic one makes use of the similar structure and semantic meaning. The partial tone parody applies synesthsia or the connection of the perception to achieve zeugma of the parody text and the source text while the semantic parody applies schema theory. The author hopes that this paper can enlighten language learners to do the study on the advertisement in another linguistic field. At the same time, autonomy–dependency theory can be applied in more fields.