A Study On Cognitive Mechanism Of Automobile Advertising Language Based On SPB Model

As a product of social economic development in modern society,advertising is closely related to people's life.It not onl y provides us with product inform ation,but also exerts deep influences on our c onsumption habits a nd way of thinking.Automobile is an im portant means of transportation.With the constant progress of society and the continuous im provement of people's living standard,the function of automobile is changing.It's not only a means of transport,but more a representation of people's identity,status and taste,a nd to som e extent,it's a representation of consumers' spirit and personal pursuit.A general review of previous studies shows that most scholars only apply some linguistic theories into the analysis of au tomobile advertising language mainly from the perspective of its linguistic features,rhetorical devices and so on.However,few of them investigate the so cial factors of autom obile advertising language and human's social cognition.Cognitive sociolinguistics regards society,cognition and language as its m ain content and holds that language is the product of hum an's interactive experience of outside world and cognitive process of reality.Language in use is inevitably influenced by social environment.Therefore,language study m ust take social features of language into consideration.Accordingly,the paper conducts a research on 164 pieces of automobile advertisements and data f rom a questionn aire in the perspec tive of cognitive sociolinguistics,draws on prom inence and conceptual blending theory,and tries to establish a SPB model to explore the cognitive mechanism of automobile advertising and find out how automobile m anufacturers and advertisers guide consum ers and induce them to buy their product through advertising.Statistics show that there are 9 categories features are highlighted respectively in 164 pieces of automobile advertisem ents,especially there are 63 pieces of advertisements highlight performance(accounting for 38.41%).The results of 132 questionnaire indicate that when consum ers buy a car,the most im portant influence factors are safety,price and oil consum ption.Based on the SPB m odel,it is found that most of the autom obile advertising highlight the prom inent features of car is mainly on the basis of consum ers' demands,however,there is only 1 piece of advertisement highlights safety,which deviates from the results of questionnaire.The research shows that o n the basis of th e social psychology,manufacturers and advertisers highlight the most dominant feature depending on consumers' needs and expectations,but neglect the disadvantages in their adv ertising to shorten th e psychological distance with consum ers,resonate and to induce consum ers to purchase the automobile.Safety cannot be the main feature of automobile,but is the basic premise of the car and is also the basic demand of consumers.The study indicates that in the perspective of cogniti ve sociolinguistics,the SPB model we establish has explanatory power for the analysis of automobile advertising language.Besides,it also indicates the feasib ility and necessity of the integration of prominence and conceptual blending theory.