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2. Are there any similarities and differences in the characteristics of imagic iconicity and diagrammatic iconicity of the two groups of advertisements? 

3.  If  there  are,  what  are  the  potential  factors  accounting  for  the  similarities  and differences? 

Chapter Two   Literature Review

2.1 IconicityIconicity  is  an  important  theory  of  cognitive  linguistics  proposed  by  Peirce, which  reflects  the  iconic  relationship  between  conceptual  structure  and  human cognition. According to cognitive linguistics, the existence of language forms is based on  certain  iconic  reasons,  and  the  structure  of  language  does  not  directly  reflect  the objective world on which we live, but reflects the structure experienced by people to some extent (Jackendoff, 1992). There

 are two kinds of understandings of iconicity: one is broad and the other is narrow. In the theory of cognitive linguistics, the study of iconicity  is  mainly  reflected  in  the  emphasis  that  language  form  is  the  result  of external and internal factors such as experience, cognition, semantics and pragmatics (Wang,  2015).  In  the  narrow  sense,  it  only  means  the  image  icon  put  forward  by Peirce (Peirce, 1932); while in the broad sense, it is equivalent to motivation (Wang, 2007), and this is also the understanding that cognitive linguistics mainly adopts.

2.1.1 Definitions of Iconicity

Many scholars have shown their own views on the definition of iconicity. Peirce (1960)  thought  iconicity  was  the  relationship  between  symbol  and  the  object  it referred to, and it represented the form of symbol and reflected the real world to some extent as well. It is not difficult to see that Peirce’s description of iconicity not only connects symbols with the objective world, but also extends the concept beyond the field  of  language.  Haiman  (1985a)  inherited  and  refined  Peirce’s  interpretation,  he held the view that iconicity was the sign’s meaning corresponded with their forms in some critical way, and “if a linguistic expression had an iconic nature, the linguistic expression was analogous to the concept, experience, or communication encoded by the expression in terms of shape, length, complexity, and various interrelationships.” Different  from  them,  Lee  (2001)  gave  a  less  abstract  explanation  of  this  concept. According to Lee, linguistic iconicity referred to a relationship between a symbol and its referent. To further explain it, if there are structural or formal similarities between forms and meanings, then their relationship is iconicity. On this basis, Taylor (2002) put  forward  a  本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。