| With the development of today’s social economy,real estate advertising language plays a very important role in modern society,closely related to peoples lives,fully embodying the combination of language and society.It emphasizes that language cannot be separated from society and real life,and influences consumers’ psychology and behavior when buying a house,demosatrating their personal pursuits.Throughout the history of rhetoric studies in China and the West,they waxed and waned in the past,but they have always learned from each other and promoted their integration during the development.Reviewing previous studies on advertising language rhetoric,they mainly examine the cognitive mechanisms and pragmatic effects in advertising language rhetoric from cognitive and pragmatic perspectives.Reviwing previous studies on real estate advertising language,we can found that most scholars’ studies on real estate advertising language primarily starts from different linguistic perspectives,examining its semantics,pragmatic effects,and identity construction in language.However,few scholars have studied embodied cognitive mechanisms of real estate advertising rhetoric from the perspective of embodied cognitive linguistics(ECL).ECL is based on Marxist Leninist materialism and postmodern humanism,emphasizing the interactive relationship between“reality-cognition-language”.It is believed that language is the product of human’s interaction with the real world and cognitive processing.At the same time,language can also impact on people’s cognition and reality,so language is inevitably influenced by both reality and human.Based on this,this paper takes 186 real estate advertising language from twelve Chinese real estates as the research object,adopts both qualitative and quantitative methods,integrates event-domain cognitive model(ECM)and construal theory(CT),and tries to construct an event-domain cognitive and construal model(ECCM),attempting to solve the following two research questions:(1)What are the main rhetorical devices used by real estate advertising designers in Chinese advertising language?(2)What is the embodied cognitive mechanism of rhetoric in Chinese real estate advertising language?By analyzing the collected data corpus,we can find that the types of construal are further subdivided.In specificity,it can be devided into specificity-based being’s characteristics description(SBCD),specificity-based action description(SAD).In prominence,it involes prominence-based being’s characteristics(PBC)and prominence-based action(PA).In perspective,it is made of four parts,namely pesperctive-based being’s choice(PBC),perspective-based being’s characteristics choice(PBCC),perspective-based action’s choice(PAC)and perspective-based action’s characteristics choice(PACC).In focusing,it is focusing-based being’s modulation(FBM).Among them,the most significant one is prominence-based being’s characteristics in prominence,accounting for 61.2%,while perspectivebased action’s characteristics accounts for only 0.5%.Finally,two main conclusions are drawn in this paper:(1)Among the 186 real estate advertising language collected,real estate dsigners often use rhetoric in prominence,especially metaphor.It highlights the characteristics of beings in the event domain so as to make real estate advertising language vivid enough to attract consumers.(2)The embodied cognitive mechanism of rhetoric in real estate advertising language is the process of advertising designers’ physical experience and mental processing in adopting rhetorical expressions,demonstrating the communicative interaction between real estate developers and consumers.From the perspective of ECL,ECCM is proposed to center around the core principle of ECL “reality-cognition-anguage” by combining ECM with CT.The model can be well applied to the analysis of real estate advertising language.The integration of the both is not only the innovation and application of theories in ECL,but also provides a new research perspective for the research objects. |
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